Published in Graphics
AMD officially kills ATI brand
by Slobodan Simic on30 August 2010
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.