• Welcome to TechPowerUp Forums, Guest! Please check out our forum guidelines for info related to our community.

AMD Kills ATI Brand, Future Products to Feature Brand Change

btarunr

Editor & Senior Moderator
Staff member
Joined
Oct 9, 2007
Messages
46,283 (7.69/day)
Location
Hyderabad, India
System Name RBMK-1000
Processor AMD Ryzen 7 5700G
Motherboard ASUS ROG Strix B450-E Gaming
Cooling DeepCool Gammax L240 V2
Memory 2x 8GB G.Skill Sniper X
Video Card(s) Palit GeForce RTX 2080 SUPER GameRock
Storage Western Digital Black NVMe 512GB
Display(s) BenQ 1440p 60 Hz 27-inch
Case Corsair Carbide 100R
Audio Device(s) ASUS SupremeFX S1220A
Power Supply Cooler Master MWE Gold 650W
Mouse ASUS ROG Strix Impact
Keyboard Gamdias Hermes E2
Software Windows 11 Pro
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.

View at TechPowerUp Main Site
 
Last edited:

Wile E

Power User
Joined
Oct 1, 2006
Messages
24,318 (3.81/day)
System Name The ClusterF**k
Processor 980X @ 4Ghz
Motherboard Gigabyte GA-EX58-UD5 BIOS F12
Cooling MCR-320, DDC-1 pump w/Bitspower res top (1/2" fittings), Koolance CPU-360
Memory 3x2GB Mushkin Redlines 1600Mhz 6-8-6-24 1T
Video Card(s) Evga GTX 580
Storage Corsair Neutron GTX 240GB, 2xSeagate 320GB RAID0; 2xSeagate 3TB; 2xSamsung 2TB; Samsung 1.5TB
Display(s) HP LP2475w 24" 1920x1200 IPS
Case Technofront Bench Station
Audio Device(s) Auzentech X-Fi Forte into Onkyo SR606 and Polk TSi200's + RM6750
Power Supply ENERMAX Galaxy EVO EGX1250EWT 1250W
Software Win7 Ultimate N x64, OSX 10.8.4
I actually find this to be a sad day. :(

*plays taps*
 

Phxprovost

Xtreme Refugee
Joined
Apr 6, 2009
Messages
1,217 (0.22/day)
Location
Pennsylvania
System Name Result of Boredom
Processor AMD FX-6350
Motherboard ASUS M5A97
Cooling Enzo Tech Extreme-X
Memory 16gb ddr3
Video Card(s) XFX R9 290
Display(s) Asus 24in (1920X1080) X 2 @144hz
Case NZXT S340
Software WIN7 64bit HP
Joined
Oct 12, 2009
Messages
319 (0.06/day)
Location
Zagreb, Croatia
Processor Core i5 4460
Motherboard Gigabyte Z97-D3H
Cooling Zalman CNPS10X Optima
Memory 1x 8GB DDR3 @ 900Mhz
Video Card(s) Gigabyte GTX1660 6GB OC
Storage Patriot Blast 240GB SSD; Caviar Black 500 GB; Caviar Green 1 TB
Display(s) Dell U2311H (23'' IPS)
Power Supply FSP Hyper 700
Mouse Sharkoon Fireglider
Software Win 10 Pro 64-bit
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.
 

naram-sin

New Member
Joined
Mar 18, 2009
Messages
103 (0.02/day)
Location
Zagreb, Croatia
System Name Valkyrie II
Processor AMD Phenom II X6 1055T
Motherboard Asus M5A97 PRO
Cooling Thermalright Ultra 120 Extreme
Memory 2 * 4GB CMX8GX3M2A2000C9
Video Card(s) nVidia GTX460 768 MB
Storage 1*WD1500HLFS + 1*WD10EARS + 2*WD20EARS RAID1
Display(s) Xerox 24"
Case Cooler Master HAF932
Audio Device(s) Realtek ALC885 8ch
Power Supply Chieftex 650W modular
Software Windows 7 Ultimate x64
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...
 
Joined
Aug 11, 2009
Messages
6,823 (1.28/day)
Location
Viking Land
System Name Ivy Biatch
Processor i5 3570K
Motherboard ASSRockzz z77TOTHEEXTREME!!!!
Cooling bleh
Memory 2x4gb crucial 1866
Video Card(s) HD7770, yes it does BF3
Storage 120gb Vertex
Display(s) 226BW
Case whats that, oh my table
Audio Device(s) stock onboard thing
Power Supply HX850W
Software 7
R.I.P

"finds a bottle of scotch" :ohwell:
 

btarunr

Editor & Senior Moderator
Staff member
Joined
Oct 9, 2007
Messages
46,283 (7.69/day)
Location
Hyderabad, India
System Name RBMK-1000
Processor AMD Ryzen 7 5700G
Motherboard ASUS ROG Strix B450-E Gaming
Cooling DeepCool Gammax L240 V2
Memory 2x 8GB G.Skill Sniper X
Video Card(s) Palit GeForce RTX 2080 SUPER GameRock
Storage Western Digital Black NVMe 512GB
Display(s) BenQ 1440p 60 Hz 27-inch
Case Corsair Carbide 100R
Audio Device(s) ASUS SupremeFX S1220A
Power Supply Cooler Master MWE Gold 650W
Mouse ASUS ROG Strix Impact
Keyboard Gamdias Hermes E2
Software Windows 11 Pro
New Frontpage poll. Gogo vote.
 
Joined
Jun 17, 2007
Messages
7,335 (1.20/day)
Location
C:\Program Files (x86)\Aphexdreamer\
System Name Unknown
Processor AMD Bulldozer FX8320 @ 4.4Ghz
Motherboard Asus Crosshair V
Cooling XSPC Raystorm 750 EX240 for CPU
Memory 8 GB CORSAIR Vengeance Red DDR3 RAM 1922mhz (10-11-9-27)
Video Card(s) XFX R9 290
Storage Samsung SSD 254GB and Western Digital Caviar Black 1TB 64MB Cache SATA 6.0Gb/s
Display(s) AOC 23" @ 1920x1080 + Asus 27" 1440p
Case HAF X
Audio Device(s) X Fi Titanium 5.1 Surround Sound
Power Supply 750 Watt PP&C Silencer Black
Software Windows 8.1 Pro 64-bit
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:
 

GENTLEMEN

New Member
Joined
Jun 18, 2010
Messages
198 (0.04/day)
Location
Philippines
System Name needs a new case with good cable management
Processor amd phenom II 1055t @ 3.5GHz (250 * 12)
Motherboard Gigabyte 880GA-UD3H
Cooling Thermaltake FRIO
Memory 8GB DDR3-1600 Corsair xms3 (4x2GB)
Video Card(s) Palit GeForce GTX 460 Sonic Platinum 1 GB (FINALLY)
Storage Intel x25-m 80GB (boot), Seagate 80GB + 250GB + 1tb (Hitachi) + 300gb (Raptor)
Display(s) Samsung 2233sw
Case Antec 300 (way too cramped)
Audio Device(s) onboard
Power Supply Thermaltake TR2 RX 650w
Software Windows Vista Ultimate x64
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
 
Joined
Aug 11, 2009
Messages
6,823 (1.28/day)
Location
Viking Land
System Name Ivy Biatch
Processor i5 3570K
Motherboard ASSRockzz z77TOTHEEXTREME!!!!
Cooling bleh
Memory 2x4gb crucial 1866
Video Card(s) HD7770, yes it does BF3
Storage 120gb Vertex
Display(s) 226BW
Case whats that, oh my table
Audio Device(s) stock onboard thing
Power Supply HX850W
Software 7
 
Joined
Jul 17, 2009
Messages
921 (0.17/day)
Location
SouthERN Africa
System Name inferKNIGHT
Processor Intel Core i5-4590
Motherboard MSI Z97i Gaming AC
Cooling Corsair H100i
Memory 2 x 4GB DDR3-1866 Crucial Ballistix Tactical Tracer (R/G)
Video Card(s) ASUS GTX 970 STRIX 3.5GB (+0.5GB? o.O)
Storage 1 x 256GB Cricial M550, 1 x 2TB Samsung 7200.12
Display(s) Samsung SyncMaster T260
Case Corsair Obsidian 250D
Power Supply Corsair RM750
Software Windows 8.1.1 pro x64

Atom_Anti

New Member
Joined
Sep 10, 2007
Messages
176 (0.03/day)
Location
Captiva Isaland, Florida USA
System Name 3dfx High End PC
Processor Intel Pentium 4 3.06GHz@3.7GHz
Motherboard Abit SA7
Cooling AC Freezer 4
Memory 512MB Patriot DDR600 TCCD
Video Card(s) 3dfx Voodoo 5 5500 AGP 193/193MHz
Storage 80GB 7200RPM Pata
Display(s) 19" LG Wide TFT-LCD
Case Cooler Master
Audio Device(s) integrated
Power Supply 400W
Software Windows Millenium Edition
Benchmark Scores 3DMark2000: 7100 3DMark2001: 4100
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.
 

btarunr

Editor & Senior Moderator
Staff member
Joined
Oct 9, 2007
Messages
46,283 (7.69/day)
Location
Hyderabad, India
System Name RBMK-1000
Processor AMD Ryzen 7 5700G
Motherboard ASUS ROG Strix B450-E Gaming
Cooling DeepCool Gammax L240 V2
Memory 2x 8GB G.Skill Sniper X
Video Card(s) Palit GeForce RTX 2080 SUPER GameRock
Storage Western Digital Black NVMe 512GB
Display(s) BenQ 1440p 60 Hz 27-inch
Case Corsair Carbide 100R
Audio Device(s) ASUS SupremeFX S1220A
Power Supply Cooler Master MWE Gold 650W
Mouse ASUS ROG Strix Impact
Keyboard Gamdias Hermes E2
Software Windows 11 Pro
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.
 
Joined
Mar 27, 2010
Messages
64 (0.01/day)
System Name B501-YukiHime
Processor AMD Ryzen 5 2600 (no OC)
Motherboard MSI B450M Bazooka Plus
Cooling Deepcool Gammaxx L240 V2 AIO, Deepcool RF120M 3-Pack
Memory 32GB (2x 16GB) Kingston HyperX Fury DDR4 3200mhz
Video Card(s) MSI Radeon RX 5700 Mech OC (Stock BIOS)
Storage 970 EVO Plus 250GB NVMe, BX500 960GB SATA, 4TB Seagate SATA, 2TB Seagate SATA, 870 EVO 500GB SATA
Display(s) Asus VX279H ; NEC MultiSync EA234WMi
Case Fractal Design Node 804
Audio Device(s) Logitech Z213; SteelSeries Arctis 1 Wireless
Power Supply Seasonic M12II EVO 750W
Mouse Logitech G604
Keyboard Logitech G710+ (Cherry MX Brown)
Software Windows 10 Pro 64bit v21H1
It's a dark Day for ATi User's...
 
Joined
Jul 26, 2007
Messages
574 (0.09/day)
Location
Melbourne, Australia
System Name beast
Processor 3930K
Motherboard Gigabyte GA-X79-UD3
Cooling Noctua NH-U12P SE2011
Memory 16GB Kingston Value DDR3 1333Mhz CL9
Video Card(s) Gigabyte Aorus Elite RTX3060 12GB
Storage 1x 120GB Intel 520 and some spinny bois
Display(s) 3x DELL S2721DGF
Case Antec P182
Power Supply Corsair 750w
VR HMD Oculus Quest 2
Software Windows 10
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. :)
 

Completely Bonkers

New Member
Joined
Feb 6, 2007
Messages
2,576 (0.41/day)
Processor Mysterious Engineering Prototype
Motherboard Intel 865
Cooling Custom block made in workshop
Memory Corsair XMS 2GB
Video Card(s) FireGL X3-256
Display(s) 1600x1200 SyncMaster x 2 = 3200x1200
Software Windows 2003
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.
 
Joined
Aug 5, 2007
Messages
2,320 (0.38/day)
Location
Australia
System Name All Ryze
Processor Ryzen 7 1700
Motherboard MSI X370 Pro Carbon
Cooling Air
Memory G-skill Flare x 16GB 2400MHz
Video Card(s) MSI 1080
Storage Intel 600p NVMe 512GB for OS , 1TB WD Black and a 4TB Toshiba
Display(s) BENQ PD3200U
Case Phanteks
Audio Device(s) Onboard
Power Supply Corsair 750W
Mouse Logitech G403 wired
Keyboard G19
Software Win 10 Pro
Still be the same on the inside. Just a little different on the outside :D.
 

Play3r

New Member
Joined
Apr 7, 2009
Messages
241 (0.04/day)
Location
Perth, Australia
System Name SexMachine
Processor Intel i5 750 @ 4Ghz 1.29v
Motherboard Asus P7P55D Deluxe
Cooling Prolimatech Mega Shadow
Memory Corsair CM3X2G1600C9DHX 4GBs @ 800Mhz @ 9-9-9-24
Video Card(s) VTx3d 6950 Modded +200 900mhz/1375mhz
Storage 120GB Corsiar Force 3, 2 1TBs, 6 1.5TBs, 3 2TBs
Display(s) BenQ XL2410T & Samsung SyncMaster 2693HM + Dell U2410
Case Lian Li PC-A70FB Black
Audio Device(s) Asus Xonar Essence ST
Power Supply CORSAIR 750W TX-750W POWER SUPPLY
Software Microsoft Windows 7 Ultimate 64bit
Benchmark Scores Benchmark ALL THE THINGS
R.I.P ATI.:shadedshu :eek: :(
 
Joined
Mar 27, 2005
Messages
1,009 (0.15/day)
Location
South Africa
Processor Intel i7-8700k @ stock
Motherboard MSI Z370 Gaming Pro Carbon
Cooling Corsair H115i Pro iirc
Memory 16GB Corsair DDR4-3466
Video Card(s) Gigabyte GTX 1070 FE
Storage Samsung 960 Evo 500G NVMe
Display(s) 34" ASUS ROG PG348Q + 28" ASUS TUF Gaming VG289
Case NZXT
Power Supply Corsair 850W
Mouse Logitech G502
Keyboard CoolerMaster Storm XT Stealth
VR HMD Oculus Quest 2
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 ;)
 

naram-sin

New Member
Joined
Mar 18, 2009
Messages
103 (0.02/day)
Location
Zagreb, Croatia
System Name Valkyrie II
Processor AMD Phenom II X6 1055T
Motherboard Asus M5A97 PRO
Cooling Thermalright Ultra 120 Extreme
Memory 2 * 4GB CMX8GX3M2A2000C9
Video Card(s) nVidia GTX460 768 MB
Storage 1*WD1500HLFS + 1*WD10EARS + 2*WD20EARS RAID1
Display(s) Xerox 24"
Case Cooler Master HAF932
Audio Device(s) Realtek ALC885 8ch
Power Supply Chieftex 650W modular
Software Windows 7 Ultimate x64
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...
 
Joined
Sep 26, 2006
Messages
6,959 (1.09/day)
Location
Australia, Sydney
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).
 

lism

New Member
Joined
Sep 18, 2007
Messages
138 (0.02/day)
This will ensure some extra marketing bound with Intel chipsets and AMD graphics.
 
Joined
Feb 12, 2009
Messages
49 (0.01/day)
Location
Dublin, Ireland
Processor Intel Core i5 3450 - 3.1 GHz
Motherboard ASROCK Z77 PRO3
Cooling Stock Cooler
Memory Corsair Vengeance 8GB (2 x 4GB) Memory Kit PC3-17066 2133MHz DDR3
Video Card(s) PNY NVIDIA Geforce GTX 660 XLR8 (2GB, GDDR5, PCI-E x16)
Storage 4x500GB Samsung Spinpoint T166 RAID 10
Display(s) LG D2342P-PN.AEK 23'' 3D
Case APEVIA X-Cruiser Silver
Audio Device(s) Asus Xonar HDAV 1.3 Deluxe
Power Supply Thermaltake Toughpower 750W
Software Windows 7 Ultimate x64
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.

 
Last edited:

TheMailMan78

Big Member
Joined
Jun 3, 2007
Messages
22,599 (3.68/day)
Location
'Merica. The Great SOUTH!
System Name TheMailbox 5.0 / The Mailbox 4.5
Processor RYZEN 1700X / Intel i7 2600k @ 4.2GHz
Motherboard Fatal1ty X370 Gaming K4 / Gigabyte Z77X-UP5 TH Intel LGA 1155
Cooling MasterLiquid PRO 280 / Scythe Katana 4
Memory ADATA RGB 16GB DDR4 2666 16-16-16-39 / G.SKILL Sniper Series 16GB DDR3 1866: 9-9-9-24
Video Card(s) MSI 1080 "Duke" with 8Gb of RAM. Boost Clock 1847 MHz / ASUS 780ti
Storage 256Gb M4 SSD / 128Gb Agelity 4 SSD , 500Gb WD (7200)
Display(s) LG 29" Class 21:9 UltraWide® IPS LED Monitor 2560 x 1080 / Dell 27"
Case Cooler Master MASTERBOX 5t / Cooler Master 922 HAF
Audio Device(s) Realtek ALC1220 Audio Codec / SupremeFX X-Fi with Bose Companion 2 speakers.
Power Supply Seasonic FOCUS Plus Series SSR-750PX 750W Platinum / SeaSonic X Series X650 Gold
Mouse SteelSeries Sensei (RAW) / Logitech G5
Keyboard Razer BlackWidow / Logitech (Unknown)
Software Windows 10 Pro (64-bit)
Benchmark Scores Benching is for bitches.
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!
 
Top