SAN FRANCISCO (Reuters) - Intel Corp. said on Thursday it will scrap its 37-year-old logo as part of a major rebranding that will emphasise 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.
Intel said Chief Executive 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 Electronics, where he was credited with helping to forge a savvy consumer 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 emphasise 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.
A new logo eh? lol Keep all your old logos!!! They might be worth something someday. I wish they had a picture of it, I am more of a picture kind of guy.
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I think it's a shame. How can one now make humorous parodies of their logo, such as "Idiot Inside" or "Intel Outside"? I guess we'll just have to torment some other company.
Intel in doing this because of AMD. Nowadays competition is hard.
Ya, You are right! Nowadays the Competition is Hard.. Intel is going down actually with Gaming Machines.. There CPU ain't good for High End Gaming, than the AMD's.. AMD is the one most people buying nowadays.. So, Intel is trying to adapt their Ideas.. The Change of logo is just a part of it!
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I wish they had a picture of it, I am more of a picture kind of guy. 
Nowadays the Competition is Hard.. Intel is going down actually 
