Intel is rebranding its iconic line of chips, dropping the “i” from its Core i3, i5, i7, and i9 series of processors.

First spotted by Albert Thomas on Boring Text Reviews, a recent Ashes of the Singularity benchmark seems to indicate Intel is dropping its iconic “i” from its CPU branding, being replaced by “Ultra.”

While no further details were revealed, Intel’s Director of Communications took to Twitter to confirm a branding change is in the works:

Intel is clearly trying everything it can to turn its business around. The company recently announced its worse quarterly loss in company history. Intel is obviously working to improve its technology and architecture but clearly believes rebranding can help it restore its image.