Get ready for a new Samsung logo and branding come CES 2013. Reports have surfaced that Samsung is planning on doing away with its current blue oval logo in favor of a new design that will rival Apple's. The thought is that the new brand will feature multiple colors, with individual colors being used to represent different portions of the business.

The logo will reportedly be replaced with "a more vibrant international brand image." The design work is reportedly being done by freelance brand consultant Scott Bedbury. Bedbury has previously contributed to the development of multiple Nike brand projects, as well as Starbucks, home of the ever changing logo.

The designs for individual product lines will be different and linked to an overall brand family through colors. Samsung would also like to change up its advertising, including linking products with lifestyle activities. This is all in hopes to beat out Apple, who currently leads the electronics industry in profit.