In an effort to reflect the company's shift towards the general consumer marketplace, chip-maker Intel Corporation is expected to formally launch a major re-branding effort at January's Consumer Electronics Show in Las Vegas, scrapping its 37 year-old logo (the company name with a lowered "e") and limiting use of the phrase Intel Inside.

Intel's new all-blue logo will feature an elliptical swirl around the company's name, while the taglineLeap ahead will replaceIntel Inside in consumer-oriented products and marketing tools, although the company's 1990's catchphrase will remain part of marketing programs used by computer makers to promote systems with Intel processors (although new logo graphics making the rounds on the Internet largely use only the word "inside" for specific processor lines). Intel also seems intent on marketing its anticipated "Yonah" mobile processor under name "Core."

Intel Launches New Logo and Brand Renewal