AMD retires ATI brand name

AMD is phasing out the ATI brand name. The next generation of graphics cards will be sold under the AMD brand name. Internal research would have shown that the AMD brand name is better in the market than the ATI brand name.

The Radeon and Fire Pro names are also well known. That and the results of the internal investigation have made AMD decide to stop using the ATI name with effect from the next generation of graphics cards.

The company’s two video card series will be known as AMD Radeon and AMD FirePro. Technologies such as EyeFinity will also receive the AMD stamp. The company would not plan to rename existing products, reports tech report. To avoid confusion around systems with an Intel/AMD combination, there are also badges available that only show Radeon or FirePro.

Chip manufacturer AMD took over video card maker ATI in 2006 for an amount of 5.6 billion dollars and then announced that it would maintain the brand name. Even when AMD merged its CPU and GPU divisions in May 2009, the company emphasized that the ATI brand name would not expire. With the current announcement, the ATI name will come to an end after 25 years.