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AMD set to kill off ATI branding

AMD, the world's second largest CPU maker and the world's largest seller of discrete graphics chips has said today it is killing off the ATI brand name, four years after the company purchased ATI Technologies.

The logo for ATI, which has been around since the 1980s, will be removed from all future GPUs, leaving just the Radeon name.



Sources that have seen the new logo say it will appeal to gamers and general consumers.

Removing ATI branding should help AMD to unify its wide brand of products, thus making itself more relevant in the eyes of consumers.

On the downside, the ATI logo is very recognizable to end-consumers that have installed graphics cards over the last decades. Despite that, one source says: "When I saw the new Radeon logo, I shortly forgot that ATI was not next to it. It looks rather compelling."

AMD has not confirmed the reports.

Written by: Andre Yoskowitz @ 30 Aug 2010 21:20

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• 22 comments

• hikaricor

  Screenshot or it didn't happen.

  30.8.2010 21:55 #1

• biglo30

  They don't really need it anyway, Radeon is good enough.

  30.8.2010 22:02 #2

• JDAMDFAN (unverified)

  this is a great idea and should help spread the name AMD to people. they need marking damn it what are they thanking??":???? there doing so bad in the cpu market they hav'nt been on top sence 4 years ago its time to bet intel in speeds and still be cheaper then them come on...the amd phenom x6 for 300$ is crap compared to the I7 920..but there athlon series is good for the money..but the phenom is not. i like amd a lot gives a poor man a good pc

  30.8.2010 22:05 #3

• KillerBug

  The great thing about their current situation is that one brand can do well even if the other is doing poorly. Right now AMD is considered an economy brand, and ATI is a high-end brand...if they merge the two companies, then you just have the mid-range AMD.

  30.8.2010 22:23 #4

• hikaricor

  I'm not sure it's fair call AMD an "economy" brand...

  30.8.2010 23:19 #5

• lissenup2

  Originally posted by JDAMDFAN: this is a great idea and should help spread the name AMD to people. they need marking damn it what are they thanking??":???? there doing so bad in the cpu market they hav'nt been on top sence 4 years ago its time to bet intel in speeds and still be cheaper then them come on...the amd phenom x6 for 300$ is crap compared to the I7 920..but there athlon series is good for the money..but the phenom is not. i like amd a lot gives a poor man a good pc First off.......LEARN TO SPELL and recognize the difference between "their", "there" and "they're". Incomprehensible gibberish is annoying to read.
  
  Second, ATI is a brand name and recognizable buy even the most technologically challenged so those wives, executives and well............women in general will wonder "Hmmm..........what's a Radeon".
  
  Maybe Sony should drop the name "Sony" based on your reply and change everything to Experia or Playstation.

  31.8.2010 01:38 #6

• DXR88

  a bad idea...is bad. and this one takes the cakes.
  
  when was the last time you heard "dude my intel 945 IGP is rocking it" same cake different frosting.
  
  when i think AMD the first thing that pops into my head is processor.
  
  when i think ATi, i think Graphics.
  
  see what they've done is pissed me off. cause now my pre historic thinking comprehension has come to a halt. DAME you AMD.
  
  

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  31.8.2010 01:47 #7

• KillerBug

  Originally posted by hikaricor: I'm not sure it's fair call AMD an "economy" brand... AMD can't match Intel's fastest processors, and they can't match the "bang-for-the-buck" of intel without going into the economy range. High-end PCs use intel...they might use nVidia or ATI graphics, but they use Intel processors. Believe me, I am not happy about this; I hate Intel for their business practices; but it is just a fact.

  31.8.2010 03:13 #8

• hendrix04

  Originally posted by KillerBug: Originally posted by hikaricor: I'm not sure it's fair call AMD an "economy" brand... AMD can't match Intel's fastest processors, and they can't match the "bang-for-the-buck" of intel without going into the economy range. High-end PCs use intel...they might use nVidia or ATI graphics, but they use Intel processors. Believe me, I am not happy about this; I hate Intel for their business practices; but it is just a fact. Do you ever price processors and look at reviews? AMD has bang for the buck and always will. AMD's top end processor (phenom 2 x6) is roughly $300. Intel's fastest processor (i7 x6) is roughly $900. AMD is roughly 10% behind in benchmarks. Intel's chips that hover the $300 range don't even get close to AMD's $300 chip performance wise. I think you need to figure out your facts before spouting random crap. AMD does EVERYTHING I need it to do for a fraction of the price. AMD may be a "value brand" (hell even the Radeon line is cheap compared to nVidia) but they are not crippled by any means.

  31.8.2010 10:19 #9

• Ben79

  It really makes no difference as AMD/ATI have almost become synonymous. I cannot remember the last time I bought an ATI branded card. XFX Radeon and Sapphire Radeon maybe.
  
  Anyway, fewer stickers to put on my computers.

  31.8.2010 10:26 #10

• DVDBack23

  Originally posted by hendrix04: Originally posted by KillerBug: Originally posted by hikaricor: I'm not sure it's fair call AMD an "economy" brand... AMD can't match Intel's fastest processors, and they can't match the "bang-for-the-buck" of intel without going into the economy range. High-end PCs use intel...they might use nVidia or ATI graphics, but they use Intel processors. Believe me, I am not happy about this; I hate Intel for their business practices; but it is just a fact. Do you ever price processors and look at reviews? AMD has bang for the buck and always will. AMD's top end processor (phenom 2 x6) is roughly $300. Intel's fastest processor (i7 x6) is roughly $900. AMD is roughly 10% behind in benchmarks. Intel's chips that hover the $300 range don't even get close to AMD's $300 chip performance wise. I think you need to figure out your facts before spouting random crap. AMD does EVERYTHING I need it to do for a fraction of the price. AMD may be a "value brand" (hell even the Radeon line is cheap compared to nVidia) but they are not crippled by any means. Most i7 chips smoke the AMD phenom 2 x6. Here is just one site posting benchmarks. Even the i7-860, at $290 and a lower clock speed seems to beat up on the X6 in most categories.
  
  http://www.maximumpc.com/article/features/power_six?page=0,1
  
  And the i7-950 for $310:
  http://www.amazon.com/Intel-3-06GHz-LGA1...83266039&sr=8-1
  

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  31.8.2010 10:39 #11

• DXR88

  this isnt about who's better performance wise its about a brand name. a Name that has the power to keep AMD's revenue afloat.
  
  nothing good will come of this, except for maybe a step in the spotlight if only for a moment.
  

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  31.8.2010 15:19 #12

• xnonsuchx

  Die ATI! ;-)
  
  Too many headaches w/ ATI (pre-AMD buyout) made me despise the name anyway, though I know their newer stuff is supposedly considerably better.

  31.8.2010 16:14 #13

• Jemborg

  Heh, methinks they would be better off changing AMD to ATi instead.
  

  Its a lot easier being righteous than right.
  
  
  

  31.8.2010 17:35 #14

• Jemborg

  Originally posted by xnonsuchx: Die ATI! ;-)
  
  Too many headaches w/ ATI (pre-AMD buyout) made me despise the name anyway, though I know their newer stuff is supposedly considerably better. Oh sh!t yes, everybody I know is shifting to ATi gfx nowadays, including myself... and I never thought I would! True HD sound over HDMI for one thing. My HD 5970 is the bomb!
  
  
  
  
  I have it in a mATX setup similar to this:
  
  
  

  Its a lot easier being righteous than right.
  
  
  

  31.8.2010 17:50 #15

• IguanaC64

  Well...after Fry's ridiculously low motherboard/amd cpu combo deals AMD is *ALWAYS* cheaper than Intel dollar vs performance. Sure, it's usually an OEM grade mobo (ECS, Biostar, etc), but as long as it works reliably I don't mind (I've personally had few issues with these brands, but I know others who have).

  31.8.2010 18:47 #16

• GotFruit

  Originally posted by lissenup2: Originally posted by JDAMDFAN: this is a great idea and should help spread the name AMD to people. they need marking damn it what are they thanking??":???? there doing so bad in the cpu market they hav'nt been on top sence 4 years ago its time to bet intel in speeds and still be cheaper then them come on...the amd phenom x6 for 300$ is crap compared to the I7 920..but there athlon series is good for the money..but the phenom is not. i like amd a lot gives a poor man a good pc First off.......LEARN TO SPELL and recognize the difference between "their", "there" and "they're". Incomprehensible gibberish is annoying to read.
  
  Second, ATI is a brand name and recognizable buy even the most technologically challenged so those wives, executives and well............women in general will wonder "Hmmm..........what's a Radeon".
  
  Maybe Sony should drop the name "Sony" based on your reply and change everything to Experia or Playstation. Quote:First off.......LEARN TO SPELL and recognize the difference between "their", "there" and "they're". Incomprehensible gibberish is annoying to read.
  "buy" or "by"
  
  Bye now.

  31.8.2010 22:24 #17

• DXR88

  Originally posted by GotFruit: Originally posted by lissenup2: Originally posted by JDAMDFAN: this is a great idea and should help spread the name AMD to people. they need marking damn it what are they thanking??":???? there doing so bad in the cpu market they hav'nt been on top sence 4 years ago its time to bet intel in speeds and still be cheaper then them come on...the amd phenom x6 for 300$ is crap compared to the I7 920..but there athlon series is good for the money..but the phenom is not. i like amd a lot gives a poor man a good pc First off.......LEARN TO SPELL and recognize the difference between "their", "there" and "they're". Incomprehensible gibberish is annoying to read.
  
  Second, ATI is a brand name and recognizable buy even the most technologically challenged so those wives, executives and well............women in general will wonder "Hmmm..........what's a Radeon".
  
  Maybe Sony should drop the name "Sony" based on your reply and change everything to Experia or Playstation. Quote:First off.......LEARN TO SPELL and recognize the difference between "their", "there" and "they're". Incomprehensible gibberish is annoying to read.
  "buy" or "by"
  
  Bye now. What the hell is this, Nanny Grammar time.
  

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  31.8.2010 22:34 #18

• lissenup2

  Originally posted by Jemborg: Originally posted by xnonsuchx: Die ATI! ;-)
  
  Too many headaches w/ ATI (pre-AMD buyout) made me despise the name anyway, though I know their newer stuff is supposedly considerably better. Oh sh!t yes, everybody I know is shifting to ATi gfx nowadays, including myself... and I never thought I would! True HD sound over HDMI for one thing. My HD 5970 is the bomb!
  
  
  
  
  I have it in a mATX setup similar to this:
  
  Ok...........so I wish you hadn't posted this because I'm jealous as Hell. I have an HD 4970 that rocks but in a perfect world where I have some cash on hand, a 5970 is just tits! Realistically I want the 5850 or 5870 for the VERY REASON you stated.........Dolby True HD/DTS HD over HDMI....that's just the sh*t.
  
  Still jealous here. You're set for a few years regarding gaming, apps and sound. It doesn't get any better than uncompressed True HD/DTS HD so have fun. I'm waiting for 5850 prices to drop closer to the 250 mark.

  3.9.2010 00:51 #19

• Mr-Movies

  Originally posted by KillerBug: The great thing about their current situation is that one brand can do well even if the other is doing poorly. Right now AMD is considered an economy brand, and ATI is a high-end brand...if they merge the two companies, then you just have the mid-range AMD. The companies were merged over 5 years ago and should have changed the ATI poor logo shortly afterwards. AMD CPU's are still way better than Intel for the money. The little bit of performance boost you get with a Intel, and it's not 30% like some claim, definately isn't worth the 2x, 3x, 4x price tag, not even for boosting purposes. In fact when someone brags about their Intel I think of how dumb they are to throw their money away. The CPU is 2 fold more or better the MB is 2 fold more and you get screwed on RAM too, what a deal. Plus their mainboards are shallow in features but easy to setup for dummies so there is a bright side to them.
  
  I wouldn't buy a ATI before AMD took them over but now I won't buy a NVidia as the aren't as good and cost too much.
  

  4.9.2010 22:48 #20

• Roflstomp (unverified)

  Originally posted by JDAMDFAN: this is a great idea and should help spread the name AMD to people. they need marking damn it what are they thanking??":???? there doing so bad in the cpu market they hav'nt been on top sence 4 years ago its time to bet intel in speeds and still be cheaper then them come on...the amd phenom x6 for 300$ is crap compared to the I7 920..but there athlon series is good for the money..but the phenom is not. i like amd a lot gives a poor man a good pc Alright, that processor was never meant for gaming. Pit the Phenom II X4 965 against the 920 and see who comes out on top. AMD has always been the low-cost bang-for-the-buck hardware company, with parts coming out at fractions of Intel's prices, and with very similar performance.
  
  All that aside, this is actually a very wise move, since most people don't even mention the ATI name when referring to their graphics card in conversation, much like people rarely or never mention Nvidia if they have one of those cards. It's simply "Radeon <insert model here>" or "GeForce <insert model here>", so nothing really changes. Kudos to AMD for this bold and very wise move!

  10.9.2010 22:51 #21

• Jemborg

  Originally posted by lissenup2: Ok...........so I wish you hadn't posted this because I'm jealous as Hell. I have an HD 4970 that rocks but in a perfect world where I have some cash on hand, a 5970 is just tits! Realistically I want the 5850 or 5870 for the VERY REASON you stated.........Dolby True HD/DTS HD over HDMI....that's just the sh*t.
  
  Still jealous here. You're set for a few years regarding gaming, apps and sound. It doesn't get any better than uncompressed True HD/DTS HD so have fun. I'm waiting for 5850 prices to drop closer to the 250 mark. Thanks for the bragging rights Lissenup. :)
  
  The rest of the specs on the micro-rig are good too. It's quite a challenge to stuff as much in and maintain good air-flow. But I've done it. One of the great things about this card (and only this card does this) is that it sucks air from inside the case and blows it out rather than sucking air from outside and blowing hot in.
  
  Also, this card is deliberately factory designed by ATi to be overclocked... circuits and cooling built in, limiters removed. I realise this would probably not excite you but it's worth while noting that the card is effectively underclocked (so as to compatible with a greater range of PSUs).
  
  Anything in the 5xxx range should do HD sound. Friends have bought the HD5750 not for gaming particularly but for this. They are still impressed nonetheless at how good they are graphically.
  

  Its a lot easier being righteous than right.
  
  
  

  11.9.2010 03:20 #22