Intel reveals new branding strategy for next-gen laptops

A blue 3D Intel logo outside a glass HQ building

Intel has announced that laptops verified through its Project Athena program will carry the visual identifier "Engineered for mobile performance", with PC manufacturers and retailers able apply the slogan to promotional activities across both in-store and online retail environments.

Designed to draw customers to the laptops that meet the program's target specification and key experience indicators (KEI), the identifier can be found for the first time with the Dell XPS 13 2-in-1 laptop - one of the initial systems verified through Project Athena.

The branding will also be visible alongside the HP Elitebook 1040 and 830 machines arriving over the coming weeks, as well as additional machines from Acer, Asus, Dell, HP, Lenovo and Samsung before the end of the year.

"With Project Athena, we are fundamentally changing our approach to innovation by defining the program and its methodologies through the lens of how people use their devices every day," said Josh Newman, Intel vice president and general manager of PC Innovation Segments in the Client Computing Group.

"On-the-move, ambitious people turn to their laptops across every facet of their lives - work, home, and passion projects. 'Engineered for Mobile Performance' refers to the high-quality experience consumers can expect from these laptops enabled by deep co-engineering from Intel and its partners."

Project Athena is Intel's innovation program that aims to deliver a "new class of advanced laptops" and enable users to suitably adapt to different working roles - while driving innovation across the entire PC platform.

With an ecosystem that currently consists of more than 100 partners, Intel says it is committed ongoing research to define new targets and product specifications, co-engineering support, innovation pathfinding and joint marketing efforts.

The Project Athena identifier will now signify that a laptop has passed its Intel engineer-led verification process, that includes meeting specified platform requirements and KEI targets across six innovation factors: instant action, performance and responsiveness, intelligence, battery life, connectivity and form factor.

Businesses can use the phrasing across PC manufacturer, retailer and other online listings and product pages, as well as in-store for display items, packaging and demos.

For applicable 10th Gen Intel Core processor-based systems, the designation will be used in conjunction with 10th Gen Intel Core processor badges, Intel added.

Daniel Todd

Dan is a freelance writer and regular contributor to ChannelPro, covering the latest news stories across the IT, technology, and channel landscapes. Topics regularly cover cloud technologies, cyber security, software and operating system guides, and the latest mergers and acquisitions.

A journalism graduate from Leeds Beckett University, he combines a passion for the written word with a keen interest in the latest technology and its influence in an increasingly connected world.

He started writing for ChannelPro back in 2016, focusing on a mixture of news and technology guides, before becoming a regular contributor to ITPro. Elsewhere, he has previously written news and features across a range of other topics, including sport, music, and general news.