SANTA CLARA, Calif. — Since last spring, workers at Intel who turned on their corporate laptops or wall displays inside the company’s more than 1,000 conference rooms have seen a new tagline: “One Intel.”

A plea for unity might seem surprising at a company that has long had a singular mission of making semiconductors. But Intel had a hidden problem, said Robert Swan, its chief executive: Its culture badly needed an overhaul, and its 110,000 employees needed to confront issues more openly.

“If you have a problem, put it on the table,” said Mr. Swan, 59, who was promoted to the top job a year ago and has since embarked on a campaign to shake up the Silicon Valley giant.

His efforts remain a work in progress. But the changes — some of which lean on the precepts of Andrew S. Grove, the former Intel chief executive who coined the credo “Only the paranoid survive” — are Intel’s biggest attitude adjustment in decades.