Samsung plans to welcome the new year with a new look.

ChannelNews just published a report, citing sources in Asia, that claimed Samsung is working with Scott Bedbury, a brand-marketing wizard whose past experience includes Nike, to launch a “more vibrant International brand image alongside the likes of arch rival Apple.”

The new look, which apparently ditches the blue Samsung logo and fashion’s all-new advertising material with fresh colors that will compliment an overall brand identity for the company, is set to unveil at the 2013 Consumer Electronics Show in Las Vegas.

Samsung’s staff was even told to forgo printing new business cards until January, according to ChannelNews’ sources. The South Korea-based Android handset manufacturer apparently hopes the overhaul will help peel back its Asian brand for a more broader global technology image.

Get the full report at ChannelNews.

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