In an attempt to re-brand itself, Intel released a new logo and images to go along with the badges for each individual line of processors, the original Intel logo with its recognizable lowered “e” will be replaced with one featuring an oval swirl around the company’s name.

Along with the logo change the famous “Intel Inside” phrase is out, and the company will now encourage consumers to “Leap Ahead“.

the new branding system simplifies and unifies the look and feel across Intel products and platforms in an effort to better communicate important characteristics and value to consumers.

says the press release on Intel’s home page.

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. The new campaign also plays down Intel ‘s venerable Pentium brand while emphasizing its Centrino line of laptop chips and a new effort called “Viiv,” which aims to integrate PCs into home entertainment such as by recording TV shows and sending them to other devices.