Intel Arc, a new line of high-end graphics cards, with a name from Catchword

By Erin Milnes

November 1, 2021

Catchword is delighted to share that long-time client Intel has announced the new Intel® Arc™ Graphics Solutions, which will deliver high performance gaming, immersive visuals, and seamless game streaming & creation experiences. Arc joins Optane and Adaptix as Catchword-developed names in the Intel portfolio.

The graphics solutions, designed to compete with Nvidia and AMD offerings, will establish Intel as a major player in gaming tech. As noted in the release, the Arc brand will include hardware, software, and services and will span multiple hardware generations. The first generation, based on the Xe HPG microarchitecture, is code-named Alchemist (formerly known as DG2). Intel also revealed the code names of future generations under the Arc brand: Battlemage, Celestial, and Druid. The naming theme suggests gaming for sure, but the line delivers full-throttle graphics, immersive visuals, powerful multi-tasking, and seamless streaming, as ideal for engineers and artists as for hardcore gamers.

Roger Chandler, Intel vice president and general manager of Client Graphics Products and Solutions stated in the release, “Today marks a key moment in the graphics journey we started just a few years ago. The launch of the Intel Arc brand and the reveal of future hardware generations signifies Intel’s deep and continued commitment to gamers and creators everywhere.”

Intel tapped Catchword last year to create a name for the cards. We determined that even more important than meaning, was the tone for this brand: short and powerful. The name would be evocative in meaning and flexible enough to grow with the line.

Arc checked every box. As a section of a circle, Arc elegantly conveys that these products are components while also implying the geometry of design and the comprehensiveness of the solution. Like the trajectory of a project or game, an arc is the frictionless way to what’s next. The word is crisp yet lyrical, a springboard for rich imagery and copywriting.

Ultimately, Intel selected Arc not just for the cards but for its entire set of new graphics solutions.

The announcement has generated huge industry buzz, and the brand’s positioning highlights two other facets to the Arc metaphor: how, through gaming and creating, graphics “connects people across communities and cultures” and “Every game, gamer, and creator has a story, and every story has an Arc.”

Intel Arc graphics products built on gaming-first Codename Alchemist SoCs will be available in desktops, add-in-cards, and notebook form factors from global partners in Q1 2022.

We can’t wait to see the new line in action!

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