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In a bid to unify corporate branding, Advanced Micro Devices decided to drop ATI branding from the logotypes of graphics products like FirePro and Radeon. The new logotypes are available in two versions: one features AMD's corporate name and the other does not so that to allow usage of the logo on personal computers powered by Intel Corp.'s microprocessors.

The new markings for graphics cards are stylized to resemble AMD Vision logo. The new FirePro and Radeon badges will exist in two versions: one with AMD corporate name and another without any mentions of AMD. According to the Sunnyvale, California-based company, OEMs can choose any of them, but it is rather logical that AMD wants to avoid potential conflicts when ATI Radeon graphics solutions will be installed into machines based on Intel central processing units.

Found in 1985, Array Technologies Inc. (ATI Technologies later on) has always been associated with graphics processors and multimedia. Moreover, throughout the larger part of its history ATI has been associated with innovations and leading edge performance. ATI introduced numerous "world's first" and thanks to 25 years  history it is recognized as a respectable supplier of graphics adapters. In fact, only in the most recent decade ATI held graphics performance crown in seven years out of ten. Besides, at present the world's most powerful graphics card is ATI Radeon 5970, which greatly attracts gamers and performance-minded users. In Q2 2010 graphics business products group (GPG) of AMD shipped over 50% of the world's discrete GPUs, a clear indicator than ATI is better known on graphics boards market than AMD on microprocessor market. Still, starting from the Radeon HD 6000-series due later this year, the ATI will be missed from product boxes.

However, AMD claims that its own brand is stronger than ATI's in spite of the fact that ATI products have larger market share. According to AMD's internal research:

  • AMD preference triples when respondent is aware of the ATI-AMD merger;
  • AMD brand is stronger than ATI when compared to graphics competitors;
  • Radeon and Fire Pro brand awareness and consideration is very high.

It should be noted that with the dawn of the accelerated processing unit (APU) era it makes a lot of sense for AMD to sell them under one single trademark.

It remains to be seen whether the drop of ATI brand will affect performance of AMD's graphics products group. While the move seems to be extremely questionable now, only time will reveal its practical effect.

Tags: AMD, ATI, Radeon, FirePro


Comments currently: 9
Discussion started: 08/30/10 08:45:49 PM
Latest comment: 08/31/10 10:14:59 PM
Expand all threads | Collapse all threads


yes!!! this is good news!
0 0 [Posted by: dudde  | Date: 08/30/10 08:45:50 PM]

So long and thanks for all the fish *salutes*
0 0 [Posted by: lainofthewired  | Date: 08/30/10 08:46:18 PM]

A strange feeling tells me that after years I maybe move to NVIDIA brand.I dont like this feeling
0 0 [Posted by: Pouria  | Date: 08/31/10 01:51:25 AM]

common...we buy the product not the brand...if VIA will come with a good graphic card and good drivers (very important) i'll buy VIA
0 0 [Posted by: glitch  | Date: 08/31/10 05:30:15 AM]

hea! you guys really don't know how much AMD logo can do. if this logo come in high resolution picture it so beautifuls. and they didn't drop RADEON brand so if AMD pairing with RADEON on the red background it can be powerful in mind at the first sight. Everything gonna change on every second. I love ATI but it not bad to change to more powerful logo.
0 0 [Posted by: beautyless  | Date: 08/31/10 06:20:49 AM]
- collapse thread

Its hard to forget for us maybe. For newbies probably there is not any differences.we may remember RAGE product line of ATi and someday something has to come for RADEON brand.
By the way I totally agreed with glitch now.
0 0 [Posted by: Pouria  | Date: 08/31/10 08:17:12 AM]

It is an understandable move, but it makes me sad in a way. I personaly won't refer to new Radeons as AMDs but as ATis. A great brand died today - AMD has huge shoes to fill in respect to brand name awareness in the graph card sector. Lets hope they are up for the task and won't scrap the Radeon name too later on.
0 0 [Posted by: solearis  | Date: 08/31/10 11:30:28 AM]

goodbye ATI
0 0 [Posted by: 3Dkiller  | Date: 08/31/10 09:53:19 PM]

No, it is not a Good Bye, Radeons will still be the same.

Since the first Rage Pro, 10 years ago, I only had ATI cards, and I am a completely satisfied customer, and I will continue to buy Radeons even if now they will be called AMD. More than that I kinda hate nVidia for the way it thrashed 3dFX.
AMD on the other hand embraced ATI, and made it constantly better.
0 0 [Posted by: GeoN  | Date: 08/31/10 10:14:59 PM]


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