Sony has officially renamed the PlayStation NGP the PS Vita, confirming earlier rumours that Sony's upcoming handheld was due for a rebranding. Sony announced the official name during their E3 press conference today.

Sony noted that the proper pronunciation of the new name is "Vee-tah," and that the name was chosen because it translates to "life" (in Latin). Along with the new name comes an official logo, which is reminiscent of the the old PS2 and PSP lettering, running together as "PSVITA."

Sony's Kazuo Hirai said he hopes Vita will "blur the lines between entertainment and your real life" with "social-based gaming," made possible by the system's robust networking capabilities.