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Intel Unveils New Logo in Brand Overhaul
The Phrase "Leap ahead" Will Supplant "Intel Inside"

Intel Inside is out. The world's biggest chipmaker said on Thursday it will scrap its 37-year-old logo and well-known tagline as part of a major rebranding that will emphasize its shift away from its core PC business and into consumer products.

The original Intel Corp. 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 launched the Silicon Valley giant into public awareness in the 1990's and helped it build the world's No. 5 brand, worth an estimated $36 billion, according to consultancy Interbrand.

The company said that although the ''Intel Inside'' tagline will disappear, it will retain a marketing program with that name in which Intel helps PC makers advertise products that use its chips.

Chief Executive Paul Otellini will unveil details of the campaign during next week's Consumer Electronics Show in Las Vegas, which features a plethora of upcoming gadgets from digital music players to wearable lamps.

Intel is counting on the consumer appetite for digital media and networking to drive business as the PC market slows and as rival Advanced Micro Devices Inc. makes inroads into the markets for laptop and server computers.

The changes take the focus off individual chips and put it on ''platforms'' that the company hopes will spur the integration of Intel-based computers with digital media and networks in homes, businesses and schools.

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Intel Inside is out. The world's biggest chipmaker said on Thursday it will scrap its 37-year-old logo and well-known tagline as part of a major rebranding that will emphasize its shift away from its core PC business and into consumer products. The original Intel Corp. logo featuring a lowered ''e'' will be replaced with one showing an oval swirl surrounding the company's name.


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