Is AMD Resurrecting the ATI Brand?
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 Series | NI | 6739 |
| AMD Radeon HD 6800 Series | NI | 6738 |
| ATI Radeon HD 6230 | Evergreen | 68F9 |
| ATI Radeon HD 6250 | Evergreen | 68F9 |
| ATI Radeon HD 6290 | Evergreen | 68F9 |
| 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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Kevin Parrish has over a decade of experience as a writer, editor, and product tester. His work focused on computer hardware, networking equipment, smartphones, tablets, gaming consoles, and other internet-connected devices. His work has appeared in Tom's Hardware, Tom's Guide, Maximum PC, Digital Trends, Android Authority, How-To Geek, Lifewire, and others.
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IM0001 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.Reply -
sceen311 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.Reply -
jfby 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.Reply
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. -
wcnighthawk 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.Reply -
I think its dumb to keep ATI branding. There is only 2 companies its not that hard to figure out!Reply
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iam2thecrowe 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.Reply -
DokkRokken 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.Reply
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. -
iam2thecrowe 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.Reply -
jimmysmitty 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.Reply
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.