While AMD opted to keep the ATI brand name after the buyout in 2006, it is finally time to wave farewell to the iconic trademark and accept its green overlord.
NVIDIA and Intel will now be competing directly with AMD branded graphics as the move merges all future products under one company banner. The transition however will not do away with the specific line names introduced by ATI, such as “Radeon” and “FirePro”, in fact it appears that even more effort will be placed on marketing the brand names.
While all current items will still be sold under ATI, going forward all technology and products will introduce the AMD name. The company claims that much of the move was based around research pointing to better consumer awareness of the AMD brand, versus the ATI name as well as ideal timing given the focus on AMD Fusion, CPU-GPU products and the settlement of recent legal disputes.
Corporate PR slides provided by AMD shed more light on the decision.