AMD says goodbye to the ATI brand

Graphics cards and other products will be merged into the AMD brand

Advanced Micro Devices on Monday said it will remove the ATI name from its products by the end of the year, killing a brand name synonymous with graphics enthusiasts for 25 years.

AMD offers a range of graphics products under the ATI brand, including the Radeon, FirePro and Eyefinity offerings. The chip designer will instead attach the name AMD to those products by the end of the year, said Drew Erskine, an AMD spokesman.

The change in brand name won't affect the company's graphics product offerings or plans, Erskine said.

ATI was originally established in 1985 as a graphics company and was acquired by AMD in 2007 for US$5.4 billion. At the time of the acquisition, ATI was the one of the largest graphics chip providers for consumer electronics, set-top boxes and gaming consoles. AMD said at the time it would continue to offer ATI products, and it also announced a next-generation processor design called Fusion, which would combine high-performance graphics and CPU processing on a single piece of silicon.

AMD had trouble incorporating ATI into operations, taking billions of dollars in charges that affected the company's profitability. Observers initially declared the AMD-ATI merger a bust, but benefits are now being reaped. AMD in the second quarter of this year recorded faster year-over-year growth in the graphics market than leader Intel and rival Nvidia. After delays, chips based on the Fusion architecture are also being readied, with a chip code-named Ontario shipping in the fourth quarter.

The company always had the option to transition brand names since the merger, but Erskine said now was the right time as AMD wanted to take advantage of its growing momentum in the graphics market, Erskine said.

The change could also help give AMD more exposure. For example, Apple uses the ATI graphics in the iMac, with the ATI logo prominently displayed on Apple's website. The logo would instead reflect AMD, which could help expand the company's visibility.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags business issuesatiGraphics boardsgraphics cardsAdvanced Micro DevicesAMDComponentsbranding

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Agam Shah

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?