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New AMD graphics branding

The evolution of AMD/ATI branding
AMD's market research shows that it's time to get rid of the ATI brand

It's been a long four years, but AMD has finally hits its stride after its acquisition of ATI Technologies way back in 2006. After agreeing to purchase ATI for $5.4B, AMD was besieged with quarterly losses stemming from the purchase, constant pressure from NVIDIA in the graphics market, and beatdowns from Intel (who wasn't exactly playing by the rules of fair business) in the processor market.

With most of its troubles now behind it, AMD is looking to kill off the long-standing ATI brand and bring Radeon and FirePro graphics solutions solely under the AMD umbrella according to AnandTech.

According to AMD's own research in markets from around the world, it came to the following three conclusions:

  1. AMD preference triples when respondent is aware of ATI-AMD merger
  2. AMD brand [is] stronger than ATI vs. graphics competitors
  3. Radeon and FirePro brand awareness and consideration [is] very high

The move will also help to further consolidate AMD's branding which has pretty much gotten out of hand in the past few years [see figure on right]. AMD will begin the transition later this year to phase out ATI branding and move to a more simplified product branding lineup. By 2011, AMD's product lineup will consist of AMD's Opteron for server processors, Vision (which consists of a CPU/GPU hybrid) for consumer processors, and Radeon/FirePro for graphics.

With AMD now taking the discrete graphics market lead from NVIDIA (51.1 percent for AMD versus 44.5 percent for NVIDIA) and preparing to take the fight straight to Intel with three new CPU designs, the next year should be a fruitful one for enthusiasts.

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Smart move
By KIAman on 8/30/2010 11:13:41 AM , Rating: 2
To all the naysayers, can you recall what the acronym, ATI is?

Exactly, AMD is pretty easy as Advanced Micro Devices.

I rest my case.

RE: Smart move
By Chocobollz on 8/30/2010 1:22:45 PM , Rating: 1
It was easy because AMD makes it so the general public would knew their name both as AMD and Advanced Micro Devices, while ATI simply only use "ATI". Why? Because it's easier to say (and to remember), so it doesn't matter if they don't know what its acronym is. It's not like they'd care about it.

And also, there's something more with the ATI logo than just the name, it's the color. As you know, ATI's logo is mostly in red, and red means "passion". I think it was one of the reason why ATI (and their employees) always have a strong will to get back up after a failure, because ATI = passion.

Now, AMD has a black color for its logo. What does it means? From quick searches on Google, it points out that black most likely means: conservative/serious/conventional. I don't think it's a good color to describe a company which is one of the top GPU manufacturer in the world. Even NVIDIA picked a better color (one of the meanings of green is "envy", which is a good match for their names).

And there's one thing I've just realized, the top 3 GPU companies is: ATI, NVIDIA, and Intel. And if you put them into their respective color, they represent: Red, Green, and Blue. Does that sounds familiar? ;-) That's a perfect balance! I think this is a bad omen for AMD, really.. ;-)

RE: Smart move
By justjc on 8/31/2010 6:16:29 AM , Rating: 2
Did you have a look at the article?
It looks like, from the presented logos, that AMD will stick with ATIs red and black logos. A great way to differentiate between the two main products(green CPU and red GPU)

RE: Smart move
By Cheesew1z69 on 8/30/2010 3:38:21 PM , Rating: 2
In 1985, ATI was founded as Array Technologies Incorporated by Lee Ka Lau

RE: Smart move
By KIAman on 8/30/2010 4:51:39 PM , Rating: 2
Way to misquote...

In 1985, ATI was founded as Array Technologies Incorporated by Lee Ka Lau[1], Benny Lau and Kwok Yuen Ho[2].

And reference the wiki entry as the source...

Thanks for proving my point.

RE: Smart move
By georges1977 on 8/31/2010 12:06:03 AM , Rating: 1
In 1972, a crack commando unit was sent to prison by a military court for a crime they didn't commit. These men promptly escaped from a maximum security stockade to the Los Angeles underground. Today, still wanted by the government, they survive as soldiers of fortune. If you have a problem, if no one else can help, and if you can find them, maybe you can hire... The ATI-Team.

RE: Smart move
By tedrodai on 9/1/2010 10:25:35 AM , Rating: 2
Yeah, it stands for "pretty damn good graphics cards", at least right now.

AMD currently stands for "wait, don't forget about us!".

"I want people to see my movies in the best formats possible. For [Paramount] to deny people who have Blu-ray sucks!" -- Movie Director Michael Bay

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