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Intel unveils new logo in brand overhaul

The lowercase "e" and "Intel inside" are to be replaced as Intel shifts focus from PCs into consumer products.

Intel said Thursday that it would scrap its 37-year-old logo as part of a major rebranding that will emphasize the chipmaker's shift away from its core PC business into consumer products.

The original Intel logo featuring a lowered "e" will be replaced with one showing an oval swirl surrounding the company's name.

The phrase "Leap ahead" will supplant "Intel inside," which helped bring the company into the public awareness during the PC boom of the 1990s.

The new Yonah mobile chips will also be called core, instead of Pentium M, and be designated Duo (for dual core models) and Solo (for single core models. Some of Intel's branding changes, such as the disappearance of the lowercase e, were reported last week in News.com.

Intel said CEO Paul Otellini is set to unveil details of the campaign during next week's Consumer Electronics Show in Las Vegas.

The Santa Clara, California-based company is rolling out the rebranding just weeks after it elevated Eric Kim to the role of Chief Marketing Officer.

Intel hired Kim away last year from Samsung, where he was credited with helping to forge a savvy consumer electronics brand to take on industry stalwarts such as Japan's Sony Corp.

"'Intel. Leap ahead.' is a simple expression that declares who we are and what we do. This is part of our heritage," Kim said in a statement.

The new marketing effort will phase out Intel's well-known Pentium brand and emphasize its Centrino line of laptop chips, upcoming PC and server processors, and a new effort called Viiv that aims to integrate PCs into home entertainment such as by recording TV shows and sending them to other devices.

CNET News.com's Michael Kanellos also contributed to this report.