With the announcement of its new 11th generation (Tiger Lake) mobile processors, Intel announced a complete rebranding of its entire stack. We knew something was planned because some of the details had leaked a while back, but we thought it might just be for Project Athena's new Evo brand, but it was more than that.

Basically everything changes. From the main corporate logo to the Xeon to Core, everything was rebranded. It's still obviously Intel, and in some ways it's a pretty subtle change, but it looks a little cleaner (although the Intel Iris Xe graphics stuff is incredibly colorful, while everything else is the blue, white, and black we're used to).

As for the timing, the inference is that this announcement represents a generational shift for the company. To be fair, Tiger Lake looks impressive, and the gaming performance seems to represent a generational shift, especially for ultra-thin and light laptops.

This is the third time Intel has completely revamped its brand, the last being in 2006 when it placed a swoosh around the familiar intel logo, and before that it had to go back to 1969 for the famous dropped e look. [But it is a good sign that Tiger Lake is getting back on track. But it is a good sign that Tiger Lake is getting back on track again.