AMD to Ditch the ATI Brand for Radeon Graphics

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jellico

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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.
 

Rosanjin

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Hmmm....so 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.
 

NotYetRated

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/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

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[citation][nom]Eman25th[/nom]Lame, "Radeon" just isn't as cool "ATI", and its not gonna be the same when people reference Nvidia and AMD : /[/citation]
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. :)
 

deweycd

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I just recently bought my fist ATI card in years, since the Rage-128 and was plesently supprised at how competitive the company is with NVidia. I do think that this is a loss of a great name but using only AMD will help the consumer. I do however think the old ATI logo are better looking then the new AMD.
 

coleipoo

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While it will be strange we won't have ATI anymore, it's probably a smart marketing and image branding move.

We'll have to say goodbye to ATI, and remember a roller coaster ride of ups and downs. Radeon will always be ATI to me, and I imagine I'll be talking to a kid 20 years from now and mention ATI, and the kid will have no idea what I'm talking about. Manly tears.

So long ATI, you'll always be a competitor in spirit and your name will forever emblazon red in our minds.
 

crossbow82

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It was bound to happen, though it took longer than I thought it was. I think people that have come to know ATI and nVidia's rivalry will have Radeon synonymous with ATI until AMD changes the name in the future.
 

g00fysmiley

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as said above. very smart move with fusion. amd being able to market thier own graphics cards under thier owm name instead of calling it ati means amd can market fusion better stating thier graphics cards will work in parallel (or some other word thier marketing dept chooses as most peoplre won't know what crossfire is) with thier cpu/gpu combo while intel will likely have a cpu/gpu combo unless they pull some kind of amazing gpu out of the bag.. or try to patch things with nvidia for thier onboard gpu to sli to an nvidia card then both nvidia and intel could lose signifigant market share... if amd markets it right that is which is unfortunatly not thier strongsuite ... AMD commercial to promote this with fusion .. make it happen jf amd you hear me!
 

CrazeEAdrian

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When I think of Radeon or when someone says they have a Radeon xxxx, like everyone else here we all know that's ATI. I think the problem is the basic computer user doesn't really know who or what ATI is and does well AMD is a slightly better known brand name to them. Either way when people ask me what brand of GPU I prefer I'm still going to say ATI :)
 

tntom

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Personally I was surprised they didn't do this at the time of merging since the goal of the buyout was fusion. But I am proud of AMD for doing market research before phasing out the ATI name. Something they didn't do as strongly in the past.
 

someguynamedmatt

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[citation][nom]the hedgehog[/nom]It's going to be strange not having the name ATI around.[/citation]
I agree, but I'm strongly in favor of AMD doing this, and I completely understand why. AMD Radeon will help give AMD a lot of support, since people already know and love Radeon graphics. Oh well... like coleipoo said, ten or twenty years from now the name ATI will be lost to the sands of time, but their graphics and Radeon will live on at least.

[citation][nom]Marcus/AMD[/nom]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.[/citation]
Gotta love the stupid public. I guess it's for the better, though.

On a side note, I love their new case stickers. I'm going to have to get me some of those. :D
 

deweycd

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[citation][nom]wishmaster12[/nom]Hopefully the name catylst will go away too, catylst sucks. get a real videocard driver name! you will for surely sell more cards[/citation]
And you think NVidia's "Detonator" is better?
 

matt314

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I remember when i could proudly wave the canadian ATI flag.... *sigh*. The ATI brand died when AMD bought them, mine as well stop playing pretend. Its not like changing the name will change the great products they've been making.
 
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