AMD, the world's second largest CPU maker and the world's largest seller of discrete graphics chips has said today it is killing off the ATI brand name, four years after the company purchased ATI Technologies.
The logo for ATI, which has been around since the 1980s, will be removed from all future GPUs, leaving just the Radeon name.
Sources that have seen the new logo say it will appeal to gamers and general consumers.
Removing ATI branding should help AMD to unify its wide brand of products, thus making itself more relevant in the eyes of consumers.
On the downside, the ATI logo is very recognizable to end-consumers that have installed graphics cards over the last decades. Despite that, one source says: "When I saw the new Radeon logo, I shortly forgot that ATI was not next to it. It looks rather compelling."
AMD has not confirmed the reports.
Sources that have seen the new logo say it will appeal to gamers and general consumers.
Removing ATI branding should help AMD to unify its wide brand of products, thus making itself more relevant in the eyes of consumers.
On the downside, the ATI logo is very recognizable to end-consumers that have installed graphics cards over the last decades. Despite that, one source says: "When I saw the new Radeon logo, I shortly forgot that ATI was not next to it. It looks rather compelling."
AMD has not confirmed the reports.
