Thirty-seven years on from the first airing of Intel's world-famous logo and Intel Inside tagline, the globe's largest electronic microchip manufacturer will this week unveil a new corporate image.

Exit the old classic logo. Enter an emblem so similar that few outside the magic circle of brandology will notice the difference.

Instead of the familiar Intel Inside tagline, we are now exhorted to 'Leap Ahead' - an invitation Intel hopes will condition us to associate its brand with digital technology beyond PCs.

Later this week a breathless world will witness the formal unveiling of Intel's new identity by ceo Paul Otellini amid the hype and glitz of the Consumer Electronics Show in Las Vegas.

Earlier this year consultancy Interbrand in conjunction with US magazine Business Week, ranked Intel the globe's fifth most valuable brand with an estimated worth of $35.6 billion (€30.06bn; £20.71bn) - outranked only by Coca-Cola, Microsoft, IBM and GE [WAMN: 25-Jul-05].

Data sourced from BBC Online; additional content by WARC staff