Do you like AMD's move to kill the ATI brand?

W1zzard · Aug 30, 2010, 06:35 AM

Today AMD announced that they would consolidate the ATI brand into the AMD naming scheme.

Our News Coverage

Do you think that was a smart move?

Wile E · Aug 30, 2010, 06:40 AM

I know I'm a little sad to see the name go. I don't think it will really effect their sales tho.

Consequently, need a "won't make a difference" option, W1z.

Cuzza · Aug 30, 2010, 06:47 AM

I think it can only strengthen the AMD brand. Anyone who already knows what ATI is (was) knows it's part of AMD now. Their graphics cards are doing very well these days so to have AMD on the side of them has to be good for AMD overall.

caleb · Aug 30, 2010, 07:00 AM

It's easier to manage a single brand also I think that's not the only reason for brand change. I don't know whats the exact case with AMD/ATI but for example my company is part of FranceTelecom group (they bought us) and now we are selling products with Orange brand on them and we have to pay FT for using that brand.

inferKNOX · Aug 30, 2010, 07:06 AM

I'm quite saddened by this too!

I quite prefer ATi as ATi and think the name change will create confusion; even in my company, I split it with my partner to have divisions and the different divisions have different T/A names to prevent confusion.

The logos can be improved upon A LOT; they're really unimaginative!

I think the one with the AMD in it at the very least gives it a bit more flavour, but they plain suck.

But anyway, it is indeed the perfect time for them to do this, which we all already knew would happen.
At least now we won't have to call it:
AMD/ATi Radeon HD 6800 Extra-Long-Name Overclocked Edition
It'll just be:
AMD Radeon HD 6800 Still-Extra-Long Name Overclocked Edition

EDIT: W1zz, please put a link in your OP to the news post so that people can view the full story.

afw · Aug 30, 2010, 07:20 AM

I think it was the right thing to do ... but I'll miss the name ATi

KingPing · Aug 30, 2010, 07:27 AM

It sucks! i never say Geforce GTX470 or whatever, and i never say Radeon 5850, i say Nvidia GTX470 and ATi 5850, some of my friends don't even know what a Radeon card is

Completely Bonkers · Aug 30, 2010, 07:57 AM

Not smart. And the result of this poll on TPU is more accurate IMO than the spoof market-survey-done-to-win-a-contract done by AMD. So I will watch the results with interest.

AMD's only smart move was to purchase ATI. If anything, AMD should rebrand and call themselves ATI... since ATI is the brand with the better reputation and higher brand-value.

Heads should roll.

grunt_408 · Aug 30, 2010, 08:11 AM

Will not worry me. The logo is somewhat iconic though.

DriedFrogPills · Aug 30, 2010, 08:17 AM

when did AMD take over ATi? Its really just the next step in the brand that had become amd/ati.

Crusader · Aug 30, 2010, 08:24 AM

Quote:

Originally Posted by Completely Bonkers

AMD's only smart move was to purchase ATI. If anything, AMD should rebrand and call themselves ATI... since ATI is the brand with the better reputation and higher brand-value.

Heads should roll.

This.

Fatal · Aug 30, 2010, 09:13 AM

I dont think it was a smart thing to do many are use to ATI will it effect them maybe not but if its not broke don't fix it.. Hmm drivers are sucking ass they need to fix that LMAO!!

hat · Aug 30, 2010, 09:22 AM

Those who are involved in the tech industry and don't have thier heads miles up thier own ass should know that AMD acquired ATI ages ago, and ATI still exists under the name AMD. Same tech, different name. Those who are not involved in the tech industry are not involved in the tech industry, and as such, this news makes no impact.

random · Aug 30, 2010, 09:32 AM

So now the only brands I'd be looking at is AMD-Intel-NVIDIA in terms of processing power.

Why doesn't intel make it easy for us and buy NVIDIA? Then it would be AMD VS. Intel only

TheMailMan78 · Aug 30, 2010, 09:35 AM

I wish there was a "I'm not sure" option. I kinda find it sad to be honest and it might be confusing later on. I mean how are OEMs going to sell a computer with an Intel sticker and a AMD sticker on the same case.

random · Aug 30, 2010, 09:38 AM

Quote:

Originally Posted by TheMailMan78

I wish there was a "I'm not sure" option. I kinda find it sad to be honest and it might be confusing later on. I mean how are OEMs going to sell a computer with an Intel sticker and a AMD sticker on the same case.

That's a good point, that may confuse alot of people. I can imagine retailers having a hell of a time trying to differentiate both brands put into the same computer

.

DaC · Aug 30, 2010, 09:50 AM

It's logical to end with ATI brand, but sad... anyway... it's just a brand and we have to move on...

entropy13 · Aug 30, 2010, 10:03 AM

Quote:

Originally Posted by TheMailMan78

I wish there was a "I'm not sure" option. I kinda find it sad to be honest and it might be confusing later on. I mean how are OEMs going to sell a computer with an Intel sticker and a AMD sticker on the same case.

Quote:

Originally Posted by randomflip

That's a good point, that may confuse alot of people. I can imagine retailers having a hell of a time trying to differentiate both brands put into the same computer

.

KingPing · Aug 30, 2010, 02:08 PM

I still don't like it, i'll be an Nvidia fanboy from no on

, imagine if tomorrow FIAT announces that they will get rid of the Ferrari brand (after all they own them), it's not the same buying a Ferrari 550 than a FIAT 550

DaMulta · Aug 30, 2010, 02:16 PM

I think they want this so people will buy an AMD card to match their AMD CPU. It is a smart move on their part money wise for the overall mass.

It's sad, and it's kind of like when we lost the 3Dfx name years ago.

Scream all you want, because money is going to talk in the end. AMD wants you to buy AMD motherboard, AMD CPU, and AMD GPU.

Let's just hope they fold worth a damn with the new 6k........

Sasqui · Aug 30, 2010, 02:21 PM

My opinion, brand "ATI" was a differentiator from discreet graphics vs core computing. I don't think it'll help. It'll take a while for people to stop using the name... perhaps they'll think that ATI has gone out of business and AMD snapped up the assets.

AthlonX2 · Aug 30, 2010, 02:27 PM

I think it was long overdue, I was actually suprised they didnt do this when they acquired ATi

dir_d · Aug 30, 2010, 02:31 PM

Everyone that i knows little to nothing about computers has no clue who ATI is or what they even make but they do know that AMD is a direct competitor to intel. I think this well help AMD specially since they are wanting to go this whole "fusion" route. Noobs will see AMD selling a complete package to satisfy their needs, this should boost growth in AMD overall.

95Viper · Aug 30, 2010, 03:29 PM

Well, IMO, I sorta like it. AMD has a Vision and has decided to do a little fusion. Plus, red and green makes brown(tan), doesn't it.

But, I think it would blow All the others minds if they would have changed it to, something like this, for more IMPACT:

Click image for larger version

Name: DAM.png
Views: 68
Size: 85.5 KB
ID: 37761

As long as they get it right, I don't really care what they call it.

PauloBral · Aug 30, 2010, 04:14 PM

ATI is not really ATI since 2006 so it's OK to AMD for this move...
Yet, I think the new logos should be like the other guy said: Keep the A from ATI, as a tribute.
That would be nice.

View Poll Results: Do you like AMD's move to kill the ATI brand?
Yes, it was long overdue	2,032	27.50%
Good idea, but the new logos are ugly	644	8.72%
No, people will be confused	1,433	19.39%
This will hurt both brands	1,492	20.19%
I don't care	1,788	24.20%
Voters: 7389. You may not vote on this poll

Aug 30, 2010, 06:35 AM	#1
W1zzard Benevolent Dictator Join Date: May 2004 Location: Stuttgart, Germany Posts: 13,865 (4.17/day) Thanks: 184 Thanked 10,448 Times in 3,216 Posts System Specs	Do you like AMD's move to kill the ATI brand? Today AMD announced that they would consolidate the ATI brand into the AMD naming scheme. Our News Coverage Do you think that was a smart move? Last edited by W1zzard; Aug 30, 2010 at 08:22 AM.

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Aug 30, 2010, 06:40 AM	#2
Wile E Power User Join Date: Oct 2006 Location: Western PA (Pittsburgh suburbs) Posts: 18,129 (7.39/day) Thanks: 450 Thanked 3,826 Times in 3,124 Posts System Specs	I know I'm a little sad to see the name go. I don't think it will really effect their sales tho. Consequently, need a "won't make a difference" option, W1z. __________________ Visit Ashentech “What the hell did you expect? Leave Vista under the pillow and the OS fairy would make it Win7?” -El Fiendo “And Bring Mailman back god damnit, he is the Eric Cartman of TPU” -MRCL

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Aug 30, 2010, 06:47 AM	#3
Cuzza Join Date: Jul 2007 Location: New Zealand Posts: 932 (0.43/day) Thanks: 136 Thanked 213 Times in 166 Posts System Specs	I think it can only strengthen the AMD brand. Anyone who already knows what ATI is (was) knows it's part of AMD now. Their graphics cards are doing very well these days so to have AMD on the side of them has to be good for AMD overall. __________________ My Sega Mod Project - - - - - - - My Macintosh Mod Project “I don't want to get sued by any 9 fungered modders cause I gave them the idea. My wife concurs with me on that, too.” -Mark_Hardware "For one believes he may eat all things, but he who is weak eats only vegetables." - Romans 14:2

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Aug 30, 2010, 07:00 AM	#4
caleb Join Date: Sep 2004 Location: Poland,Slask Posts: 1,119 (0.35/day) Thanks: 204 Thanked 176 Times in 144 Posts System Specs	It's easier to manage a single brand also I think that's not the only reason for brand change. I don't know whats the exact case with AMD/ATI but for example my company is part of FranceTelecom group (they bought us) and now we are selling products with Orange brand on them and we have to pay FT for using that brand.

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Aug 30, 2010, 07:06 AM	#5
inferKNOX Join Date: Jul 2009 Location: SouthERN Africa Posts: 880 (0.61/day) Thanks: 77 Thanked 118 Times in 93 Posts System Specs	I'm quite saddened by this too! I quite prefer ATi as ATi and think the name change will create confusion; even in my company, I split it with my partner to have divisions and the different divisions have different T/A names to prevent confusion. The logos can be improved upon A LOT; they're really unimaginative! I think the one with the AMD in it at the very least gives it a bit more flavour, but they plain suck. But anyway, it is indeed the perfect time for them to do this, which we all already knew would happen. At least now we won't have to call it: AMD/ATi Radeon HD 6800 Extra-Long-Name Overclocked Edition It'll just be: AMD Radeon HD 6800 Still-Extra-Long Name Overclocked Edition EDIT: W1zz, please put a link in your OP to the news post so that people can view the full story. __________________ CPU-Z validation sig pics temporarily blocked

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Aug 30, 2010, 07:20 AM	#6
afw Join Date: Mar 2009 Posts: 629 (0.40/day) Thanks: 93 Thanked 129 Times in 97 Posts System Specs	I think it was the right thing to do ... but I'll miss the name ATi __________________ -------------------------------------------------------------------------------------------------------------------- Main Rig : Asus Sabertooth z77 , Intel i7 2700k, Corsair Vengeance 8GB , Corsair FORCE GT 120GB, Seasonic x650 GOLD , Acer G235H , SilverStone Raven RV02 --------------------------------------------------------------------------------------------------------------------

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Aug 30, 2010, 07:27 AM	#7
KingPing Join Date: Aug 2009 Location: Argentina (South America) Posts: 753 (0.54/day) Thanks: 132 Thanked 245 Times in 174 Posts System Specs	It sucks! i never say Geforce GTX470 or whatever, and i never say Radeon 5850, i say Nvidia GTX470 and ATi 5850, some of my friends don't even know what a Radeon card is

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Aug 30, 2010, 07:57 AM	#8
Completely Bonkers Join Date: Feb 2007 Posts: 2,415 (1.04/day) Thanks: 582 Thanked 533 Times in 374 Posts System Specs	Not smart. And the result of this poll on TPU is more accurate IMO than the spoof market-survey-done-to-win-a-contract done by AMD. So I will watch the results with interest. AMD's *only smart move* was to purchase ATI. If anything, AMD should rebrand and call themselves ATI... since ATI is the brand with the better reputation and higher brand-value. Heads should roll. __________________ ... some things in life just drive you bonkers. Especially the rubbish you see in forum posts

Aug 30, 2010, 08:11 AM	#9
grunt_408 Join Date: Aug 2007 Location: Australia Posts: 1,309 (0.61/day) Thanks: 1,407 Thanked 349 Times in 216 Posts System Specs	Will not worry me. The logo is somewhat iconic though. __________________ How to post pics at TPU

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Aug 30, 2010, 08:17 AM	#10
DriedFrogPills Join Date: Dec 2008 Location: Werribee, Victoria, Australia Posts: 350 (0.21/day) Thanks: 53 Thanked 66 Times in 42 Posts System Specs	when did AMD take over ATi? Its really just the next step in the brand that had become amd/ati.

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Aug 30, 2010, 09:13 AM	#12
Fatal Join Date: Jan 2009 Location: Golden, Colorado Posts: 576 (0.36/day) Thanks: 229 Thanked 113 Times in 97 Posts System Specs	I dont think it was a smart thing to do many are use to ATI will it effect them maybe not but if its not broke don't fix it.. Hmm drivers are sucking ass they need to fix that LMAO!! __________________

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Aug 30, 2010, 09:22 AM	#13
hat Maximum Overclocker Join Date: Nov 2006 Location: Ohio Posts: 12,247 (5.10/day) Thanks: 2,056 Thanked 2,045 Times in 1,555 Posts System Specs	Those who are involved in the tech industry and don't have thier heads miles up thier own ass should know that AMD acquired ATI ages ago, and ATI still exists under the name AMD. Same tech, different name. Those who are not involved in the tech industry are not involved in the tech industry, and as such, this news makes no impact. __________________ My Heatware “Inb4 smartphone LN2 overclocking.” -radrok

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Aug 30, 2010, 09:32 AM	#14
random Join Date: Oct 2008 Location: Australia Posts: 2,474 (1.45/day) Thanks: 1,248 Thanked 627 Times in 407 Posts System Specs	So now the only brands I'd be looking at is AMD-Intel-NVIDIA in terms of processing power. Why doesn't intel make it easy for us and buy NVIDIA? Then it would be AMD VS. Intel only __________________ Visit my YouTube Channel ONE OK ROCK 「完全感覚Dreamer」 (Drum Cover) TD9KX

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Aug 30, 2010, 09:35 AM	#15
TheMailMan78 Banstick Dummy Join Date: Jun 2007 Location: Crystal River, FL Posts: 15,142 (6.86/day) Thanks: 1,337 Thanked 6,861 Times in 3,752 Posts System Specs	I wish there was a "I'm not sure" option. I kinda find it sad to be honest and it might be confusing later on. I mean how are OEMs going to sell a computer with an Intel sticker and a AMD sticker on the same case.

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Aug 30, 2010, 09:50 AM	#17
DaC Join Date: Jun 2007 Location: São Paulo - SP - Brasil Posts: 591 (0.27/day) Thanks: 67 Thanked 65 Times in 57 Posts System Specs	It's logical to end with ATI brand, but sad... anyway... it's just a brand and we have to move on...

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Case:	Corsair Obsidian Series 800D\|Thermaltake Chaser MK-I
Sound Card:	onboard
PSU:	Thermaltake Toughpower 1350W 80PLUS SILVER\|Corsair AX1200 1200W 80PLUS GOLD
Software:	Windows 7 Ultimate 64-bit w/ Service Pack 1

Aug 30, 2010, 02:08 PM	#19
KingPing Join Date: Aug 2009 Location: Argentina (South America) Posts: 753 (0.54/day) Thanks: 132 Thanked 245 Times in 174 Posts System Specs	I still don't like it, i'll be an Nvidia fanboy from no on, imagine if tomorrow FIAT announces that they will get rid of the Ferrari brand (after all they own them), it's not the same buying a Ferrari 550 than a FIAT 550

Aug 30, 2010, 02:16 PM	#20
DaMulta My stars went supernova Join Date: Aug 2006 Location: Oklahoma T-Town Posts: 10,337 (4.12/day) Thanks: 1,449 Thanked 1,477 Times in 1,113 Posts System Specs	I think they want this so people will buy an AMD card to match their AMD CPU. It is a smart move on their part money wise for the overall mass. It's sad, and it's kind of like when we lost the 3Dfx name years ago. Scream all you want, because money is going to talk in the end. AMD wants you to buy AMD motherboard, AMD CPU, and AMD GPU. Let's just hope they fold worth a damn with the new 6k........ __________________ ocLIT The Hardware Punishers

System Name:	Work in progress
Processor:	AMD 955---4Ghz
Motherboard:	MSi GD70
Cooling:	OcZ Phase/water
Memory:	Crucial2GB kit (1GBx2), Ballistix 240-pin DIMM, DDR3 PC3-16000
Video Card:	CrossfireX 2 X HD 4890 1GB OCed to 1000Mhz
Hard Disk:	SSD 64GB
Optical Drive:	DVD-L 16x
CRT/LCD Model:	Envision 24'' 1920x1200
Case:	Using the desk ATM
Sound Card:	Sucky onboard for now :(
PSU:	1000W TruePower Quattro

Aug 30, 2010, 02:21 PM	#21
Sasqui Eligible for custom title Join Date: Dec 2005 Location: Manchester, NH Posts: 6,127 (2.23/day) Thanks: 847 Thanked 929 Times in 759 Posts System Specs	My opinion, brand "ATI" was a differentiator from discreet graphics vs core computing. I don't think it'll help. It'll take a while for people to stop using the name... perhaps they'll think that ATI has gone out of business and AMD snapped up the assets. __________________ "It's a dog eat dog world, and I'm wearing milkbone underwear.” ― Norm Heatware