Intel Corp. is launching a new corporate and brand identity that will include a reworked company logo, a change in its ubiquitous Intel Inside stickers and a shift away from the Pentium name for its microprocessors.

The changes, which will be formally announced Tuesday, come as the worlds largest chip maker tries to market itself less as a chip outfit and more as a provider of platforms, such as its Centrino technology for notebook computers or its upcoming Viiv for entertainment PCs.

This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace, said Eric Kim, Intels chief marketing officer.

In one move, the company is removing the familiar dropped e from its logo, which has been little changed since the company was founded in 1968 by Gordon Moore and Robert Noyce. And like the recently revamped AT&T Inc. logo, the letters that make up Intel appear in lower case.

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