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Advanced Micro Devices, the world's second largest supplier of central processing units (CPUs) and the currently the largest vendor of discrete graphics chips, plans to phase out the "ATI" logotype from the markings of graphics processors, which are developed by engineers of ATI Technologies, which AMD acquired back in 2006.

The new logotype that will mark discrete graphics processors developed by AMD will only carry the "Radeon" sign on it, but the "ATI" mark, which has been around for 25 years now, will be missing, people who saw the new image, but declined to be identified, said. The new logotype is projected to appeal to both gamers, the group that acquires expensive graphics cards, and general consumers, potential buyers of performance solutions that are set to tangibly speed up their applications.

The loss of ATI letters from the logotype of Radeon graphics processors marks AMD's intention to unify the brands of products that are developed within it and emphasize the importance of the Sunnyvale, California-based company. However, end-users are likely to miss the ATI logotype since in general people associate the brand with high quality, performance, experience and so on. Besides, 25-years old trademarks like ATI are generally recognizable.

People, who saw the new logotype of Radeon-branded graphics cards, claim that it would still catch an eye even without the ATI label on it.

"When I saw the new Radeon logo, I shortly forgot that ATI was not next to it. It looks rather compelling," a person, who has seen the new logotype claims.

The re-branding of ATI Radeon into plain Radeon may easily become the worst branding decision ever made by AMD due to the fact that ATI has a larger scope on the market of discrete graphics chips than AMD does on the market of CPUs. However, it is also likely to play a significant role when AMD launches its hybrid Fusion chips featuring x86 cores and graphics engines on the same silicon in 2011.

AMD did not comment on the news-story.

Tags: ATI, AMD, Radeon, Business

Discussion

Comments currently: 16
Discussion started: 08/28/10 07:15:54 PM
Latest comment: 09/06/10 07:50:27 AM
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1. 
Great now I can just associate the "AMD" logo with bad OpenGL support and all around weak drivers, which is sad considering the hardware is designed well.

0 0 [Posted by: Kyrono  | Date: 08/28/10 07:15:54 PM]
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2. 
... In other news, following its acquisition of Porsche earlier this year, Volkswagen AG has decided to get rid of the superfluous Porsche brand, in order to emphasize the importance of the Volkswagen brand.

Consequently, starting with the 2011 model year, the Porsche Turbo Carrera will be known as the Volkswagen Turbo Carrera.
0 0 [Posted by: BernardP  | Date: 08/28/10 08:06:18 PM]
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Hmmm, isn't Porsche the largest shareholder in Volkswagen AG? Anyway, coming in 2011, the Volkswagen Gallardo!
0 0 [Posted by: RtFusion  | Date: 08/28/10 09:16:49 PM]
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Again, you guys compare apples with stones...A PC brand it's got nothing to do with a car brand, you cannot compare that...
0 0 [Posted by: TAViX  | Date: 08/29/10 11:04:23 AM]
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Absolutely hilarious. Good work.

Considering the success of ATi it's a little strange that they don't drop the AMD logo instead.
0 0 [Posted by: JanA  | Date: 08/29/10 06:18:56 PM]
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3. 
Dude, give it a rest. With Fusion hitting the market soon, having one brand is a necessity.
0 0 [Posted by: FLA  | Date: 08/28/10 09:59:56 PM]
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4. 
Yes! Finally! AMD kills ATI! One shall stand, one shall fall!
0 0 [Posted by: dudde  | Date: 08/28/10 11:37:07 PM]
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5. 
Well, they're going the wrong way. They'd better drop the AMD brand and expand ATI to CPUs...
0 0 [Posted by: brice  | Date: 08/29/10 12:20:41 AM]
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6. 
I dont believe the re-branding will make much of a difference. All you people and every enthusiast know what is the story behind the new Radeon GPUs. And you will read the reviews and buy the best product if Radeon is still it, whether it's called ATI or AMD.

The people who dont know much about computer either choose in random, or they ask somebody who knows. Thus random is random anyway and the person who knows is an enthousiast.

Also AMD has bought ATI 4 years ago, even people who dont follow the news closely, should know that if they see an AMD graphics product around, its really ATI.

If there is a market lose, it should be very small. What matters is having what OEMs want, and making good chips to win comparison reviews
0 0 [Posted by:  | Date: 08/29/10 01:11:06 AM]
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7. 
Who cares, nVidia is as good as dead too.
0 0 [Posted by: jimbo75  | Date: 08/29/10 03:04:20 AM]
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8. 
ATI 1985-2006

"ATI" is not a subsidiary of AMD.

In 2006, the company was acquired by Advanced Micro Devices (AMD) and was renamed the _AMD Graphics Product Group_ although the ATI _brand_ was retained for graphics cards.

AMD + ATI = AMD

http://www.amd.com/us/abo...s/Pages/rick-bergman.aspx


From 2006, a transitional period : integrating "ATI" (products, IP, engineers, everything) at AMD.

ATI's engineers are now AMD's engineers.

Today "ATI" is nothing else than a brand. And tomorrow ?
0 0 [Posted by: T9000  | Date: 08/29/10 08:09:48 AM]
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According to your logic, ATI within AMD is just like Kenzo and Givenchy within LVHM. Why change the brand?
0 0 [Posted by:  | Date: 08/29/10 01:49:52 PM]
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9. 
It will be just like i said it kids. Nothing to worry about, noone will miss the ATI name and brand.

Radeon HD 6000 Series Graphics Power, for all those Intel Sandy Bridge users out there. You know you want it.

All fear and doubt comes from nvidiot fans and intel guys. Hey!, relax...Radeon Graphics is here to stay, theres nothing to worry about...
0 0 [Posted by: bereft  | Date: 08/29/10 04:39:28 PM]
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10. 
0 0 [Posted by: Tester128  | Date: 08/29/10 08:19:03 PM]
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nice find Tester128. I doubt anyone will really notice ATI is gone
0 0 [Posted by: dizzystuff  | Date: 08/29/10 08:35:19 PM]
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11. 
It's just a logo. Nothing to get your panties in a bunch over. I say it's about time, I had been referring to the cards as AMD Radeons for awhile and people always harped on me. Now I can harp on them.
0 0 [Posted by: hedron  | Date: 08/30/10 12:54:23 PM]
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