It’s been four years since AMD acquired ATI in a $5.4 billion dollar buyout, and since then AMD has maintained the ATI brand for their graphics division. Under the ATI name, AMD has released several successful graphics series, and today control a majority of the discrete graphics market. So, with the overall brand thriving, it seems an odd time to retire the name.
According to AMD the move was prompted by an internal survey which showed AMD as a stronger name vs. graphics competitors. Additionally, the survey also showed more people viewed ATI more favorably when they were told it was part of AMD, and the Radeon and FirePro series are already well established even without the ATI brand.
The change will occur during the fourth quarter of this year, which indicates it will likely coincide with the launch of the 6000 graphics series. This means the 5000 series will be that last to carry the ATI brand.
Along with the new name comes a new logo. For the most part the logo will remain the same as it has been in previous years, but the distinct differences are the ATI name has been replaced with AMD and relocated to the bottom. There will also be another logo available to OEM partners, which eliminates the brand all together and instead just lists the graphics series.
This move is four years in the making and comes at a time when AMD is aggressively pushing to further integrate the CPU and GPU into one solution. So, in many regards the consolidating of names is understandable and expected.