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Intel gets a whole new look for Intel Xe, Tiger Lake, 2020 and beyond

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During the launch of its new 11th gen (Tiger Lake) mobile processors, Intel took a moment to unveil a complete rebranding of its entire stack. We knew something was on the cards, as some of the details were leaked a little while back (opens in new tab), but we thought it might just be for its new Evo branding of Project Athena (opens in new tab), but it's more than that.

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Basically everything is changing. From the main corporate logo through to all of its brands—from Xeon to Core, it's all getting a fresh makeover, which you can find in the gallery above. It's still clearly Intel, and in a way it's quite a subtle shift, but it does feel a bit cleaner (although the Intel Iris Xe graphics one is incredibly colourful, while all the others stick with the blues, whites, and blacks that we're used to). 

As for the timing, the reasoning goes that this launch represents a generational change for the company. To be fair, Tiger Lake does look impressive—the gaming performance appears to represent a generational shift, especially for ultra thin and light notebooks.

This is only the third time that Intel has actually had a full rebrand, with the last being in 2006 when we got the swoosh around the familiar intel logo, and prior to that you had to go back to 1969 for the famous dropped e look. 

Obviously a rebranding doesn't do much on its own, it's the products that really matter here, but Tiger Lake is a good sign that it might be getting back on track again. Here's hoping that its production problems are now behind it. 

Alan has been writing about PC tech since before 3D graphics cards existed, and still vividly recalls having to fight with MS-DOS just to get games to load. He fondly remembers the killer combo of a Matrox Millenium and 3dfx Voodoo, and seeing Lara Croft in 3D for the first time. He's very glad hardware has advanced as much as it has though, and is particularly happy when putting the latest M.2 NVMe SSDs, AMD processors, and laptops through their paces. He has a long-lasting Magic: The Gathering obsession but limits this to MTG Arena these days.