AMD to Ditch the ATI Brand for Radeon Graphics

The ATI brand has been around the computing space for as long as many of us can remember. Four years ago, AMD acquired ATI but left the name to live on due to its strong brand in the graphics space. Now those days are over, as the graphics division at the chipmaker is at its strongest.

AMD confirmed that it will be phasing out the ATI brand later this year, though it will hang on to the Radeon and FirePro names. Apparently, the names Radeon and FirePro themselves are strong in markets and that ATI label itself isn't as important as AMD.

According to its own research sources, people's preference for AMD triples when he or she is aware of the ATI merger. Not only that, but the AMD brand itself is stronger than ATI's when it is compared to competitors, such as Nvidia. Given this sort of data, AMD decided that now was the perfect time to retire the ATI name.

Besides just the market research surrounding the strength of the AMD brand, the company's reason to consolidate it all under the single name is the blurring of lines between its CPU and GPU offerings. With AMD pushing that the future is Fusion, it seemed like the right time to ditch the graphics branding before the technologies are combined in the upcoming Llano and Ontario chips.

Say goodbye to the old logos and say hello to the new ones with the ATI stamp. Note that there will also be versions of the logo completely devoid of any AMD branding as well, which were created supposedly at the request of OEMs not wanting to confuse the customer at how a single computer could have both an Intel and AMD sticker at the same time.

"We may be saying goodbye to the brand, but the spirit of ATI lives on – in our AMD Radeon and AMD FirePro graphics products, our VISION Technology platforms and soon, in every AMD Fusion APU," said John Volkmann, Corporate Vice President, Brand Marketing, AMD.

How do you feel about the old, familiar ATI brand being sent out to pasture?

Marcus Yam
Marcus Yam served as Tom's Hardware News Director during 2008-2014. He entered tech media in the late 90s and fondly remembers the days when an overclocked Celeron 300A and Voodoo2 SLI comprised a gaming rig with the ultimate street cred.
  • inane_asylum
    Makes sense...
  • the hedgehog
    It's going to be strange not having the name ATI around.
  • jellico
    I would concur that the timing is right for this. ATI hasn't existed for several years since AMD bought them out in, I think it was 2006. Additionally, AMD has really brought the fight to Nvidia and is poised to be a leader in GPU technology (and I used to be a hardcore Nvidia fanboy!). Not only is the RADEON name the more recognized part of the brand, pairing AMD with RADEON (and FirePro) will help make AMD an even stronger brand which will help in their competition with Intel in the CPU realm.
  • Eman25th
    Lame, "Radeon" just isn't as cool "ATI", and its not gonna be the same when people reference Nvidia and AMD : /
  • Rosanjin long as the Radeon name is still used, I don't feel like it's THAT big of a change. To me, Radeon is synonymous with ATI. Even if it is left unbadged.
  • jacobdrj
    Should have done this last year, but whatever...
  • husker
    Smart move with Fusion on the horizon.
  • NotYetRated
    /Agree with Eman25th. I like to think of it as AMD/Intel and ATI/Nvidia. Don't like the blurring of the waters. Though... whatever the naming scheme... You have got to be glad AMD/ATI is around in the first place as to give Intel and Nvidia a run for their money.
  • sentinelcomputers
    Eman25thLame, "Radeon" just isn't as cool "ATI", and its not gonna be the same when people reference Nvidia and AMD : /Well, you're thinking more along the lines of nostalgia rather than marketing. I know that in tech circles, more and more, people are saying, "Radeon" or "HD 5xxx" rather than ATI. Really, if you get down two it, you're only substituting two letters the entire brand name. :)
  • wishmaster12
    Hopefully the name catylst will go away too, catylst sucks. get a real videocard driver name! you will for surely sell more cards