by Anton Shilov
08/28/2010 | 04:56 PM
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.