The original Intel Corp logo featuring a lowered "e" will be replaced with one showing an oval swirl surrounding the company's name.
The phrase "Leap ahead" will supplant "Intel Inside," which launched the Silicon Valley giant into public awareness in the 1990's and helped it build the world's No 5 brand, worth an estimated $36 billion, according to consultancy Interbrand.
The company said that although the "Intel Inside" tagline will disappear, it will retain a marketing program with that name in which Intel helps PC makers advertise products that use its chips.
Chief Executive Paul Otellini is set to unveil details of the campaign during next week's Consumer Electronics Show in Las Vegas, which features a plethora of upcoming gadgets from digital music players to wearable lamps.
Intel is counting on the consumer appetite for digital media and networking to drive business as the PC market slows and as rival Advanced Micro Devices Inc makes inroads into the markets for laptop and server computers.
The brand overhaul also puts a new face on an internal shift accelerated since Otellini took the helm of the company in May.
Intel also for the first time revealed that its new chip for laptop computers, so far known as Yonah, will be marketed as Core.
That processor, a key part of Viiv, will debut early next year and will be a major product launch as Intel seeks to regain ground in the mobile market against AMD.
The brand overhaul comes just weeks after the Santa Clara, California-based company elevated Eric Kim to the role of Chief Marketing Officer.
Intel hired Kim away last year from Samsung Electronics, where he was credited with helping to forge a brand to take on industry stalwarts such as Japan's Sony Corp.