Electronics > FPGA

Altera is back

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EEVblog:
Altera is back, but in lower case, because that's what a consultant who got paid 6 digits said is best.

https://www.intel.com/content/www/us/en/newsroom/news/intel-launches-altera-standalone-fpga-operation.html#gs.57s7ks



I have secretly obtained the internal company memo for the lower case logo:


--- Quote ---altera: lowercase. limitless.
In a world of shouting voices and bold claims, altera speaks softly, but carries the future. Our name, intentionally lowercase, reflects our approach: humble, yet ambitious. We believe true innovation isn't about self-importance, but about empowering you to achieve the extraordinary.

Why lowercase?

It's approachable. We're not here to dictate, but to collaborate. We believe in the power of human connection, and an open, inviting presence is key.
It's modern. We break free from convention, embracing fresh perspectives and the ever-evolving landscape of possibility.
It's visually distinct. In a sea of uppercase logos, lowercase stands out, reflecting our unique approach and dedication to pushing boundaries.
altera is not just a name, it's a philosophy. We believe in potential, not pretense. We believe in collaboration, not competition. We believe in breaking barriers, not building walls.

Join us on this journey of lowercase revolution. Let's rewrite the rules, together.

#altera #lowercaselimitless
--- End quote ---

xrunner:
They also knew to put "AI" into the announcement in some form or fashion -  ;D


--- Quote ---including the only FPGA with AI built into the fabric ...

https://www.intel.com/content/www/us/en/newsroom/news/intel-launches-altera-standalone-fpga-operation.html#gs.57sclc
--- End quote ---

SiliconWizard:
Yes, arm did the same for their logo, you need an Arial-like font in solid white and all lowercase. That's how it's done these days. And yes, it must have cost several millions of bucks just to come up with the logo, after that, just think about all  the corporate and marketing material that needs to be redone, that's probably a good full year of work and tens of millions of bucks along the way.

And kudos for the memo on lowercase, that definitely says that lowercase is more inclusive. They're breaking barriers, yes, the same breaking that everyone else is also doing. What a revolution. :-DD

Nominal Animal:

--- Quote from: EEVblog on March 01, 2024, 03:29:10 am ---Altera is back, but in lower case, because that's what a consultant who got paid 6 digits said is best.

--- End quote ---
The very first time I saw that, I thought it read "alter'd", just like "loserds".

BrianHG:
Hmmmm, I don't know.  And this coming from an Altera fanboy from the beginning.
I even made a special public-domain DDR3 controller for their Cyclone/Max/Aria FPGA series designed to bypass the limitations of their paid version during my ultra-bad luck triple long covid.  here  here
I'm thinking its time to look at Xilinx.

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