AMD to Ditch the ATI Brand for Radeon Graphics

[mosfet74]

I'll never forget my first ATI graphic card purchase. It was a Rage fury Maxx. I brought it home only to find out that it had a hardware compatibility issue with my Epox EP-7KXA motherboard. No BIOS flash could fix it. So I sadly returned it and got an NVIDIA Geforce 256 ("the world's first GPU") Which turned out to be a better card anyway. Since then I've bought ATI and Nvidia products with no loyalty to brands, just making my purchase decisions based on the performance reviews here at Tom's and other tech review sites. I will miss ATI but, being the proud AMD fanboy that I am, I'm looking forward to AMD putting it's name on these great chips. I mean, why shouldn't they? They are making them now.

 

[shortyg83]

Honestly I am not so sure this makes sense. Yes people who are big into computers will see the brand name change and follow along. But the problem lies in the fact that every day computer buys view AMD as second rate to Intel. People who may buy a card for an upgrade and aren't very tech savy may attach AMD as a second rate video card.

 

[hamstamps]

I use Nvidia, but it will be weird not having ATI around.

 

[back_by_demand]

[citation][nom]hang-the-9[/nom]Boo for getting rid of ATI, but I think it's the "Radeon" brand that is more recognized. They were ovservant enough not to change that at least.We could have had a whole lineup of AMD UltraForce GPUs that would have confused the heck out of everyone. Pretty much what happened to ThinkPad when Lenovo took over, they were smart enough to leave that brand as is.[/citation]
Some people still think IBM make the Thinkpad.
Just goes to show that individual sub-brands are as powerful as their parent company, even if they are not directly named, I could give you a host of brand names in the tech world and every single one is recognisable even without saying who makes it.
XBox
iPod
Kindle
Android
Pentium
Firefox
GeForce
Vaio
Athlon
Blackberry

Surely Radeon is able to survive being named by itself amongst all of these, the brand is bigger than the owner.

 

[arges86]

hooray corporate research. Dumb things down for the masses to make it easiest for the most people.
I'm a little surprised they didn't do this originally.

 

[Bluescreendeath]

I like ATI. The proper name is ATI-Radeon, not Radeon. Just like Nivida is Nivida-Geforce. It sounds strange to call an ATI card a "Radeon," just like it is strange to just call an Nvidia card a "Geforce."

 

[youssef 2010]

we have grown accustomed to the ATI brand that it feels weird calling it AMD but as long as they're the same product, it'll be fine

 

[youssef 2010]

My first ATI GPU was the Rage 128 pro with 32MB SDR from HIS (when I was about 12 years old).fast forward nine years & out comes the 4870 having 512MB GDDR5 not to mention a monstrous processing power compared to the old card

 

[slabbo]

quick everyone go out and buy a Wii, that's truly the last product ATi made before they were bought out by AMD. There's other product with the name ATi that are newer, but those weren't made soley by ATi.

 

[jgiron]

new logo on computers
Intel Inside, AMD Inside

 

[cerulean]

AMD don't let the OEMs push you around. It doesn't seem like great brand recognition when your logos don't even have your company NAME on them! Those who might be confused about having both Intel and AMD stickers already know something about your brand / products in order to even be confused--it's the ones who don't that you want to become familiar with your branding.

 

[doomdesire86]

Why is everyone so sad? Its just a name change...look on the bright side, now I can get firepro hd 5870s. 😀

 

[p4nz3rm4d]

I will still call them ATI no matter what!!! don't judge me! Lol this is depressing;-(

 

[billj214]

There is a lot of value in the name ATI, years of promotions and dollars spent create name recognition. Seems like a waste when they dump it like it means nothing, I actually think they are jealous because AMD isn't as popular as ATI!

My vote: keep ATI and AMD name!

 

[compfreak93]

so what happens to ATI? are they still going to be making cards?

 

[crossbow82]

[citation][nom]amster[/nom]Intel (CPU) + AMD (GPU) NotebooksWhat would a intel fanboy say about that?[/citation]

I don't know... anti-macbook? =P

 

[danny69t]

AMD Processor + AMD Graphics + AMD Chipset => i need the updated amd badge for my graphics card )

 

[danny69t]

[citation][nom]Bluescreendeath[/nom]I like ATI. The proper name is ATI-Radeon, not Radeon. Just like Nvida is Nvida-Geforce. It sounds strange to call an ATI card a "Radeon," just like it is strange to just call an Nvidia card a "Geforce."[/citation]
No, it's not strange. Here most people call Nvidia card just geforce, on the other hand there are a few i know that use ATI instead of Radeon.

 

[demonhorde665]

[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]
[citation][nom]deweycd[/nom]And you think NVidia's "Detonator" is better?[/citation]


Double LOL i mys elf always thought both driver names suck big stinky ones

seriously think about it ATI cards crashmroe ..hmmmm catalyst ...scrrreeeeeech CRASH that is what comes to mind when i think of the word catalyst

now detonator ...hmmmm BOOM!!!
nvidia cards overheat (sor of blow up in a small way) perhaps there is mroe to the driver names than waht we consumers realize.


point being both driver namesa re just terrible, when lookign at a driver name the last thing i want to be thinking of is my computercrashign or blowing up ! 😛



thatsaid i'm sort of mixed on the dropping ATI, on one hand i really like amd (though i'm no fanboy) but at the same time i feelthat the industry has lost something here with this news ,perhaps it was already lost when amd bought ati ? even with vid cards though , i'm still no fan boy , i have used nvidia cards and ati both a lot in the past (i have owned a total of 5 nvidia cards and 4 ati cards in my pc gaming time to date).

i don't know perhaps the dropping of the ati name jsut makes it feel more like there is one less hardware manufacture than ther was , even though this actual cahnge happened a while back. perhaps i'm jsut pineing for teh days that 3dFX Voodoo was still on the scene and matrox vid cards didn';t toally suck either , back when they had 4 competiors in teh graphics segment ...counting inflation ,prices were still better then than what they are to day as well.

 

[demonhorde665]

P.S. worse thing that could happen to the industry now would be for intel to buy nvidia ,every one's prices would go up drastically.

 

[KyleisL33T]

It would be as if Crystler removed the Jeep or Dodge name. It's gonna be a weird, but I'm sure we can all adjust.

It is going to be pretty funny to have AMD and Intel logos on the same cover... does this mean they are gonna sell Pepsi in Coca Cola vending machines?

 

[thehockeyinjun]

This is retarded? How can they tarnish the name that has been around for longer then most gamers born after 1993 have? It's a house hold name! If AMD had a CPU that was as highend as the Intel I7's etc, then maybe they could ride it out but they don't. Bad idea from some shmuck ceo just out of university who thinks he needs to change the world one name at a time hahahaha

 

[victomofreality]

I'm sad over the loss of the ATI name 🙁

 

[cj_online]

I love how AMD is becoming more "gamer" oriented with this move to a more stylish logo that is actually able to compete if not beat Nvidia's logo.

Props to AMD. Oh and will really miss ya ATi.

 

[jsphdickens]

I think AMD is trying to improve the perception of their processors by making everyone realize that they are the ones behind ATI these past couple of years rather than the other way around.