AMD Ask Board Makers to Retain “ATI” Brand-Name, Logotype[11/10/2006 10:30 AM]
Despite of the fact that there is no longer a company called ATI Technologies Inc., ATI logotype will remain on graphics boards powered by the Radeon visual processing units. Furthermore, AMD reportedly specifically asked graphics cards makers to keep ATI’s brand on product boxes.
Producers of graphics boards have received a letter from AMD asking to retain ATI’s brand-name on packages of product boxes. DigiTimes web-site claims that add-in-card partners were asked “not only highlight part numbers without the ATI logo”. Even though it has already been reported that AMD will keep trademarks of ATI, the report highlights the importance of ATI’s brand-name for AMD.
Even though Advanced Micro Devices is a well known producer of microprocessors, it has much lower market share in the market of x86 chips compared to what ATI used to have on the market of graphics processing units (GPUs), which is why it is important for AMD to keep ATI’s brand going forward, as it is widely associated with high performance graphics accelerators.
Earlier this year it was reported that that all discrete graphics products will continue to be made under ATI name, just like chipsets compatible with Intel microprocessors. Consumer electronics products by ATI will be re-branded into AMD’s, however, their trademarks, such as Xilleon, will remain in place. ATI’s chipsets for AMD’s processors will also face re-branding into AMD, however, there is no information concerning the remaining of Xpress-series brand-names and product numbers.
AMD officials did not comment on the news-story.
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