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Monday, 30 August 2010 11:11

AMD officially kills ATI brand

Written by Slobodan Simic

No more DAAMIT

Some might call it a sad day, some might say that it was about time it happened and some might even say that they don't care, but if you followed the graphics card market before the AMD and ATI merger, you will probably miss the good old ATI brand and logo. AMD has officially killed the ATI logo and the textbook merger is now complete. (I thought it was a takeover, not a merger. sub.ed.)

The reason behind this move is quite simple as AMD wants to make the brand as simple as possible and most of the average consumers simply don't know that there is no difference between AMD and ATI and that ATI simply became a brand rather than a company. AMD wants to promote its Fusion and AMD made ATI Radeon graphics really isn't simple for an average consumer. The decision is a simple marketing move and honestly we do understand AMD, but that doesn't mean that we wouldn't rather see an ATI logo.

AMD will remove the ATI brand from all of the logos so it means that from now on, graphics cards will simply be called AMD Radeon and AMD FirePro while AMD Vision will rule the market. ATI Eyefinity technology will be renamed to AMD Eyefinity. AMD did note that the existing Radeon products and those that are to be produced under the ATI Radeon HD 5000 series badge will not be affected by this change, so it means that you can expect the AMD Radeon HD 6000 series.

It should be a sad day as ATI brand will be certainly missed.

Last modified on Monday, 30 August 2010 11:25
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+13 #1 Stewox 2010-08-30 11:30
sad sad day

-66 #2 Xserces 2010-08-30 11:38
cmon... retards:/
-13 #3 kapeeteeleest_peeg 2010-08-30 11:47
They should'nt have killed 'Ati' until they're CPU's were up to scratch ie. 'BullDozer'. Then people would find it easier to swallow. Undisputed GPU world leader renamed to bargain basement CPU designs. They only had to wait a couple of 'months'?

I suppose its close enough though.
Give 'em they're dues, they're makin it work.
+28 #4 Regenweald 2010-08-30 12:06
Makes sense at this point though, the 5000 series was killer and the 6000 series looks to be a great improvement, so AMD current graphics credibility should carry some mindshare over to their upcoming CPU architectures, people who jump on to a full AMD vision platform are going to be pleasantly surprised in 2011.
+3 #5 johndgr 2010-08-30 12:10
Bad idea. They should have removed the ATI brand only from future fusion products and chipsets. For discrete graphics it would have been a better idea to keep the ATI brand.
+2 #6 nele 2010-08-30 12:35
Quoting johndgr:
Bad idea. They should have removed the ATI brand only from future fusion products and chipsets. For discrete graphics it would have been a better idea to keep the ATI brand.

Good point. There was no reason to rush it...

They could have waited for Fusion to kick in and then retained the ATI brand for discrete stuff, as sort of a premium graphics brand for enthusiasts...
-1 #7 Super XP 2010-08-30 12:38
NOOOOO AMD, really bad move. You should keep ATI for pure discrete graphics, the ATI logo is well known and sounds great. Bad Move Period.
That's like Intel mergering with NVIDIA then Intel scraps the NVIDIA logo, that is just plain stupid. Both ATI & NVIDIA through competition help each other sell loads of Discrete Graphics products. Very SAD DAY TODAY.
-52 #8 Squall_Leonhart 2010-08-30 12:43
does this mean amd's driver team will finally fix all the shit ati's driver team have failed at?
+21 #9 LuxZg 2010-08-30 12:47
Well, they did it, and there's no going back. "King is dead - long live the king!"
It had to happen eventually. And I doubt it will have a bad effect on the brand & business. If Lenovo had so much success keeping the business with ThinkPad brand, than AMD should have much more success with AMD Radeon. I wish them all the best in the future.. hopefully in a few months merger will be officially done, when first Fusion products start to sell..
-51 #10 Adamal 2010-08-30 12:54
I just about cried when I heard AMD had bought ATI. Now this. Screw you AMD.

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