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Intel unveils new branding for Project Athena notebooks; Dell and HP devices are first to spot new logo

By Wong Chung Wee - on 8 Aug 2019, 9:00pm

Intel unveils new branding for Project Athena notebooks; Dell and HP devices are first to spot new logo

Image source: Intel

Intel has unveiled “Engineered for Mobile Performance”, its new visual identifier for Project Athena notebooks. This new branding allows PC manufacturers and retailers to promote their notebooks, which have met the standards of the platform’s specifications and key experience indicators (KEI).

The new Dell XPS 13 2-in-1.

The Engineered for Mobile Performance identifier can be found on the new Dell XPS 13 2-in-1 notebook. The notebook was one of the first devices verified through Project Athena, and it’s available for sale to United States residents. The upcoming HP Elitebook 1040 and HP ELitebook 830 will also feature the new identifier. Like the new Dell convertible laptop, the new HP notebooks were also the first few Project Athena devices. The new Dell notebook was first unveiled in late May this year, and it's powered by the new 10th generation Intel Core Ice Lake mobile CPU.

According to Intel, notebooks from manufacturers that include Acer, ASUS, Lenovo, and Samsung are expected for the holiday season. Dell and HP will also continue to offer more laptops for consumers.

The Engineered for Mobile Performance identifier is a badge of honour worn by the laptop as the visual branding indicates the device has been “co-engineered with Intel to meet the foundational KEIs of the program.” After a vigorous verification process led by Intel engineers, the accredited device is deemed to have met the platform’s specifications and KEI targets “across six innovation vectors.” They include:-

  • instant action
  • performance and responsiveness
  • intelligence
  • battery life
  • connectivity
  • form factor

Please refer to Project Athena fact sheet for details on the 1.0 target specification and KEIs of the new visual branding. Intel claims that more than a dozen designs from PC manufacturers are expected to meet the first target specifications.

Source: Intel (1), (2)

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