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Is AMD Resurrecting the ATI Brand?

By - Source: Tom's Hardware US | B 35 comments

The ATI brand appeared on six new entries to the updated Catalyst PC Vendor ID list.

Is the ATI brand making a return? Based on a recently updated Catalyst PC Vendor ID list, that may very well be the case.

Much to our horror, AMD decided to pull the plug on ATI co-branding back in August after determining that it had enough clout in the graphics sector to ditch the long-standing ATI name. AMD kept the brand after assimilating the GPU manufacturer into its collective back in 2006 to better compete with Nvidia. However three months later it's still hard putting "AMD" in front of Radeon simply because ATI feels more natural.

But based on the latest Catalyst PC Vendor ID List, AMD may go back to using ATI after all. Although the list is no longer available online, Google Cache still has a copy on file and clearly shows six unannounced Radeon HD 6000-series cards retaining the ATI brand. They follow two entries for 6800-series cards that appear with the AMD Radeon brand on both the list and retail packaging.

AMD Radeon HD 6800 SeriesNI
6739
AMD Radeon HD 6800 Series NI
6738
ATI Radeon HD 6230 Evergreen68F9
ATI Radeon HD 6250
Evergreen
68F9
ATI Radeon HD 6290 Evergreen68F9
ATI Radeon HD 6390
Evergreen
68DA
ATI Radeon HD 6510
Evergreen
68D9
ATI Radeon HD 6750
Evergreen
68BE

There speculation that the ATI branding may be tied to the architecture used by the six unannounced cards--Evergreen--and are merely re-branded versions of older HD 5000-series cards. The product IDs indicate that the three HD 6200 cards will be based on the HD 5400 GPUs, the HD 6390 and HD 6510 based on the HD 5500 GPUs, and the HD 6750 based on the HD 5700 series. The six new boards may also offer a few upgrades to the overall design but could simply be straight re-brands of cards already on the market.

Naturally, because the list was pulled and AMD hasn't officially announced the six cards, everything is merely speculation. The ATI branding could simply be a copy-paste error when adding the new entries, or as previously stated, could be linked to the older, ATI-era architecture.

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  • 17 Hide
    IM0001 , November 16, 2010 7:23 PM
    Lets hope. However they took the "Survey" of the ATI name relevance was completely invalid since almost nobody has come up to say "I was asked by AMD about it". I know carrying 2 names may be a burden to a company. But AMD and Graphics just doesn't flow like ATI. AMD = CPU. ATI = GPU.
Other Comments
  • 17 Hide
    IM0001 , November 16, 2010 7:23 PM
    Lets hope. However they took the "Survey" of the ATI name relevance was completely invalid since almost nobody has come up to say "I was asked by AMD about it". I know carrying 2 names may be a burden to a company. But AMD and Graphics just doesn't flow like ATI. AMD = CPU. ATI = GPU.
  • 5 Hide
    sceen311 , November 16, 2010 7:25 PM
    why don't you wait till the brand is dead before asking that questing? last I checked there's still a crap load of ati products on the market.
  • 5 Hide
    jfby , November 16, 2010 7:26 PM
    Why should AMD keep ATI? I think it's analagous as to why does GM keep Chevrolet? Some people would be perfectly fine with driving a GM Corvette or a GM CTS, but others value the brand recognition for whatever reason.

    When first annouced most jumped in saying it was a good move, and I think it would've been a great move if ATI didn't have such brand equity in the eyes of the consumer. The naming wouldn't sway me one way or the other, but maybe someone who hasn't bought a card in 5 years just might be affected.
  • 2 Hide
    wcnighthawk , November 16, 2010 7:37 PM
    That's pretty funny. I didn't even notice the ATI was missing on some cards and was still referring to them as "ATI Radeon" to people I talked to. I got to start paying more attention :p  Well, not that it matters anymore if they are switching it back. And yes, I do own an ATI graphics card.
  • -6 Hide
    stm1185 , November 16, 2010 7:40 PM
    I think its dumb to keep ATI branding. There is only 2 companies its not that hard to figure out!
  • 1 Hide
    iam2thecrowe , November 16, 2010 8:03 PM
    Although when you look at their fusion chips and mainboards that contain bot AMD and ATI products, it is a bit stupid. Do you have an AMD cpu/gpu or an ATI GPU/CPU chip???. The companies are as one and there should be one name.
  • 5 Hide
    DokkRokken , November 16, 2010 8:10 PM
    jfbyWhy should AMD keep ATI? I think it's analagous as to why does GM keep Chevrolet? Some people would be perfectly fine with driving a GM Corvette or a GM CTS, but others value the brand recognition for whatever reason.


    Agreed, although Chevrolet is way better known than ATI, and getting rid of it would be detrimental. However, in AMD's case, it makes far more sense to continue with just the one brand as ATI has little recognition outside of the enthusiast/technology realm. By getting rid of ATI, there's only one advertising channel, and makes it easier for AMD to promote their products, and makes it easier for Joe Average at Best Buy to make a decision on a new PC.
  • 5 Hide
    Ciuy , November 16, 2010 8:22 PM
    AMD = CPU
    ATI = GPU
    simple
    keep it simple.
  • 6 Hide
    iam2thecrowe , November 16, 2010 9:07 PM
    CiuyAMD = CPUATI = GPUsimplekeep it simple.

    but when the gpu and cpu are on the same chip, its not so simple. Radeon is the GPU name, weather its AMD or ATI.
  • 2 Hide
    jimmysmitty , November 16, 2010 10:12 PM
    jfbyWhy should AMD keep ATI? I think it's analagous as to why does GM keep Chevrolet? Some people would be perfectly fine with driving a GM Corvette or a GM CTS, but others value the brand recognition for whatever reason.When first annouced most jumped in saying it was a good move, and I think it would've been a great move if ATI didn't have such brand equity in the eyes of the consumer. The naming wouldn't sway me one way or the other, but maybe someone who hasn't bought a card in 5 years just might be affected.


    The same reason why Sprite is still Sprite even though they are owned by Coke or MT Dew is still MT Dew though owned by Pepsi.

    Their names have the recognition that sells. Ford owns Mazda yet its not a Ford 6 or Ford RX8. Name means a lot to the consumers. Now to us, meh. I do prefer the ATI name over AMD though as I have grown used to it but it wont change a thing so long as the GPUs are decent. But to the consumer it may.

    The ATI name is what pushed nVidia and I think removing it may hurt it a bit. Of course people know AMD a bit more but they know them for CPUs and not GPUs.

    But I guess we shall see.
  • 0 Hide
    kelemvor4 , November 16, 2010 10:14 PM
    Hopefully this is true. It would make it easier for AMD to sell off the "ATI" division and return to profitability. I'm sure the shareholders who didn't already jump ship are tired of paying the price for Ruiz' mistakes.
  • -2 Hide
    jerreece , November 16, 2010 10:34 PM
    AMD is RETARDED for even considering dropping the ATI name in my opinion. But hey, I'm just one guy who's been playing with, building, and enjoying computers since the 90's.
  • 5 Hide
    southernshark , November 16, 2010 10:43 PM
    They should change the name to SouthernShark and pay me a ton of $$$$
  • -1 Hide
    thechief73 , November 16, 2010 10:50 PM
    I would like it if they brought back the ATI name just because its a habbit to say/type it, but it makes really no difference to me AMD/ATI, its just a name.

    Now if the are going to start re-branding cards now that may anger me a bit. The already screwed-up 6000 series names is bad enuff, but re-branding is really going to far.
  • 1 Hide
    Nintendork , November 16, 2010 11:07 PM
    Two of the best selling HD6000 gpu's are the sapphire models who comes with a truckload of AMD logos. People complain? people stop buying them? No.

    Maybe we'are talking with extreme Ati fanboys. Now it's AMD, what's the problem? The gpu division delivers every year and minimize the competion.
  • -2 Hide
    conanstwin , November 16, 2010 11:12 PM
    Wait, the ATI brand was dead?
  • 1 Hide
    theshonen8899 , November 16, 2010 11:22 PM
    I hope they bring it back. I still remember my first graphics card...oh my trusty Radeon 9600...lol.
  • 2 Hide
    Marcus52 , November 16, 2010 11:23 PM
    To me, the graphics products are "AMD-ATI" or "AMD/ATI" right now, the ATI company isn't the same company and the philosophy behind building them isn't the same (not saying bad necessarily, just different), so I don't think of them as "ATI" cards. Because of that, I'd rather they dropped the "ATI", it would simplify things for me. I have no problem saying "AMD Radeon", it sounds perfectly natural to my ears.

    No big deal though.

    ;) 
  • 0 Hide
    IzzyCraft , November 17, 2010 12:00 AM
    Personally i like to think of nvidia as evil geniuses plotting ways into making more profits even if they don't have the best product.

    While AMD or wait ATI
    No Radeon graphcs
    Wait ATI radeon??? *** i'm confused

    http://imgur.com/AhFRX.jpg
    Either way they need to hammer about their brand lol besides the long standing people who probably just still call it ATI this is just going to cause confusion.
  • 0 Hide
    Nintendork , November 17, 2010 1:18 AM
    Catalyst 11.1 will be a total change for the interface, it's donde from zero instead of patched catalyst with many years on it's back.
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