Intel is casting off its famous “Intel Inside” tagline in favor of a new slogan and set of logos meant to reflect the chipmaker’s push to equip new types of devices with computing power.rn

The company officially unveiled the new slogan, “Intel. Leap ahead,” Tuesday at the Consumer Electronics Show (CES) in Las Vegas, in a widely expected brand overhaul.rn

rnIntel is also dispensing with the dropped “e” corporate logo, which it created 37 years ago to symbolize “integrated electronics.” Yet the company is not doing away with the “inside” designation altogether. The word will still appear on certain logos, although in much smaller form.rn

rnThe new and redesigned logos are expected to delineate the company’s efforts in four key market segments: mobile, digital home, enterprise and health, the company said. The company has launched several efforts to crack the digital home market over the past few years, but results have been mixed.

Centrino, Intel’s brand of laptop chips, will remain a prominent part of the company’s branding under the new marketing scheme as it continues to emphasize mobile technology. The company is giving its new “core” processors their own logos, while downplaying the Pentium M label.