Without really letting the media know, HTC has begun its branding campaign in the United States. If you haven’t visited the US site, you should check it out. The company is going by the tag line “Quietly Brilliant” rather than “HTC Innovation” in years past. Also, the flash banner rotates around banners that focus on “You” with phones wedged in, part of the company’s efforts to reach out to consumers and not just enterprise users.

The re-branding comes at a time when HTC is offering higher customizability for its handsets. Check out the new HTC site.