It’s the first time the company has changed its logo since 2006, and only the fourth version of it since Intel’s founding in 1968.

In a press release, CMO Karen Walker said that the intense push of technology such as 5G, AI, and big data meant Intel felt it should update its corporate feel to match the times. Walker said that her “aspiration for the new Intel brand is to capture and convey both our business and cultural evolution through a simplified, focused platform that supports our 2030 ambitions while staying true to our history.”

“Our new logo honors our past by bringing forward some of the strongest design elements while simplifying and modernizing them to bring dimension and breadth extending our brand into the future,” she added.

Take a look at the video below, and at the end you’ll hear the new corporate take on the iconic jingle, which Intel refers to as the ‘bong’.