Monday, August 30th 2010

AMD Kills ATI Brand, Future Products to Feature Brand Change

This had to happen eventually, and it did just happen: AMD has dissolved the ATI brand completely, and consolidated ATI brands, such as Radeon and FirePro under the AMD main brand. Under the new branding scheme, new graphics products AMD launches (such as the upcoming Radeon HD 6000 series), will do away with "ATI" completely from the logo, marketing material, and so on, and the market will, as it already has been doing since the AMD-ATI merger, albeit informally, refer to Radeon/FirePro products as "AMD Radeon" and "AMD FirePro".

AMD explains its move as an "evolution of the AMD brand portfolio", saying that consolidation of ATI-branded products under the main brand results in reduced marketing overhead. It claims to have surveyed several thousand discrete graphics-aware users in in the U.S., U.K., Germany, China, Japan, Brazil, and Russia. The survey revealed that when made aware of ATI-AMD merger, AMD preference triples; AMD brand is stronger than ATI (against graphics competitors); and that people see Radeon and FirePro product names more conspicuous than ATI, indicating a "permission" to consolidate ATI into AMD. The survey was conducted entirely by AMD.

The company also claimed that this is the perfect time AMD could possibly consolidate ATI brand, because Radeon products are experiencing good sales, and there's high market penetration of AMD's graphics products. Finally, AMD revealed the new brand logos that are nearly identical to the present ATI logos, of course, minus the revered "ATI".



Looking ahead in the future, AMD expects its Vision branding strategy to cover a wide range of PC processor products, making it easy for consumers to choose a PC. Individual processors still carry their own logos, while Vision serves as a blanket logo to describe what the PC is capable of. AMD made it clear that existing Radeon HD 5000 series product (including the Radeon HD 5000 which are being manufactured or will be manufactured), are not affected by this change.

The transition will take place gradually. While current products aren't affected, with future product-lines (starting with Radeon HD 6000 series, and next-generation FirePro). Partners can choose between two kinds of logos (shown in the first image above), one which is more recognizable with the AMD corporate logo embedded, and one without.



Did you like this move? We're sure a lot of you enthusiasts are going to be very vocal about this move. Either comment in the discussion below, or pick an option on our frontpage poll.
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111 Comments on AMD Kills ATI Brand, Future Products to Feature Brand Change

#1
Wile E
Power User
I actually find this to be a sad day. :(

*plays taps*
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#3
Wyverex
I couldn't care less about the brand, it's the product quality and performance that matters. But I do believe there will be confused customers out there.
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#4
naram-sin
by: Wile E
I actually find this to be a sad day. :(

*plays taps*
Me to. First of all, ATI was, like, gonna live forever... Second: I don't think this will come to be a very successful move. Imagine future laptops with both, Intel and AMD logos... I don't think Intel's gonna like this...
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#6
btarunr
Editor & Senior Moderator
New Frontpage poll. Gogo vote.
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#7
AphexDreamer
Good that Intel won't like it. :p

I don't care for the name change either but what does bother me is that ATI was a much "cooler" name (IMO). I like the sound of ATI much more than I do AMD but :ohwell:
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#8
GENTLEMEN
Sad day, but it was bound to happen. The 9800pro agp I had OC'd like there was no tomorrow. Until I switched to pci-e. Though I could see how Intel might not be too happy seeing both their sticker and an AMD sticker on the same lappy. :D
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#11
Atom_Anti
Good timing to change the names, I am actually totally agree with AMD. ATI is not ATI since 2006, these graphics are AMD products, so why should they sell with different brand names?
I also like the logo with the AMD corporate logo embedded. The one without is not as good, but probably for Intel systems.
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#12
btarunr
Editor & Senior Moderator
I think the transition is OK. Confusion will be very short-term. To think that this is a bad move on the long-term is a little neophobic.
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#13
983264
It's a dark Day for ATi User's...
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#14
qwerty_lesh
LOL at the pics! ^5 :D

I do personally feel it was long overdue, I for months have already been calling ATi cards AMD cards, and thought the enthusiast and tech savvy community would've experienced the same.

Sure its sad, but ATi was a dying brand prior to the merger they were just going down and down and further down hill.

I find it conspicuous that AMD have only done this once their graphics hardware is at the top, but I guess that this move is partly due to confidence in their own product.

What surprises me is how it took them years to dissolve the branding altogether, if both companies were greatly successful at the time of the merger years ago, I think this would have happened far far sooner, and there would be less 'butt hurt' about the dissipation of the ATi branding. :)
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#15
Completely Bonkers
I don't think the move add value to AMD in any way. What is driving this is some vested interest in some department/external marketing company/consultancy that will get a lot of DOLLAR due to the changes.

The industry IS SEGMENTED between CPU and GPU technology and separated in how build and purchase decisions are made. It has been for many years and will continue to be. It's like Jaguar being bought by Ford and calling it a Ford. Or Ferrari being bought by Fiat and calling it a Fiat. It doesnt help anyone.

AMD really need to think out of the box. If ATI is so successful in the consumer space, perhaps they should have used AMD for enterprise computing and ATI-PROCESSORS for consumer. ie. use ATI for CPUs also. Now that would have been smart.
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#16
grunt_408
Still be the same on the inside. Just a little different on the outside :D.
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#17
Play3r
R.I.P ATI.:shadedshu :eek: :(
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#19
zAAm
Except for the fact that my Intel CPU is now going to try to murder my newly labeled AMD graphics card at every turn, this isn't so bad ;)
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#20
naram-sin
by: Completely Bonkers
I don't think the move add value to AMD in any way. What is driving this is some vested interest in some department/external marketing company/consultancy that will get a lot of DOLLAR due to the changes.

The industry IS SEGMENTED between CPU and GPU technology and separated in how build and purchase decisions are made. It has been for many years and will continue to be. It's like Jaguar being bought by Ford and calling it a Ford. Or Ferrari being bought by Fiat and calling it a Fiat. It doesn't help anyone.

AMD really need to think out of the box. If ATI is so successful in the consumer space, perhaps they should have used AMD for enterprise computing and ATI-PROCESSORS for consumer. ie. use ATI for CPUs also. Now that would have been smart.
That last one is a pretty good idea. And I like the comparison with car manufacturers, it seemed in place, but... Fiat DOES own Ferrari. And despite that, it still is and always will be Ferrari.

There is a heavy load of tradition in both of these matters, so I am pretty surprised that they decided to go down this road. I hope they are aware that they are giving up possible future card to play should they ever decide to sell this division. I think it would sell much better with ATI brand over it...
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#21
tkpenalty
Although the merger began with a bit of a hiccup, I'm pretty happy that AMD has guided ATI's market share to dominate over nVidia, hence, although its sad to see ATI go it makes quite a lot of sense for AMD to do this.

Firstly, in terms of PR there will be a lot of average joes who will be wondering why his friend's AMD 5750 can play crysis whilst his G35 dies. (Yes I mentioned crysis). I can only see something positive come out of this.

Good timing anyways since they've bagged most of the market share. 90% of my friends have got AMD hardware lately anyway (and some aren't tech heads).
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#22
lism
This will ensure some extra marketing bound with Intel chipsets and AMD graphics.
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#23
amschip
I think it's sad too. Although i would like them to retain "A" letter from ati logo in radeon name as a tribute to what ATI was. Otherwise it will be completely forgotten in few years.

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#24
TheMailMan78
Banstick Dummy
by: btarunr
I think the transition is OK. Confusion will be very short-term. To think that this is a bad move on the long-term is a little neophobic.
Neophobic? I had to look that shit up! Damn your proper education!
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