[Rumour] AMD to phase out “ATI” logo from Radeon cards

In recent weeks, a widespread rumour has spread suggesting AMD is planning to drop the ATI logotype starting with the (provisionally branded) Radeon HD 6000 series. AMD had previously dropped the ATI branding for its professional and stream computing GPUs – AMD FirePro and AMD FireStream. Whether AMD will completely eliminate the “ATI” branding remains to be seen, but people have seen the new logo comment on the lack of ATI on it.

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In recent weeks, a widespread rumour has spread suggesting AMD is
planning to drop the ATI logotype starting with the (provisionally
branded) Radeon HD 6000 series. AMD had previously dropped the ATI
branding for its professional and stream computing GPUs – AMD FirePro
and AMD FireStream. Whether AMD will completely eliminate the “ATI”
branding remains to be seen, but people have seen the new logo comment
on the lack of ATI on it.

There’s no doubt that many purists will condemn such a move by AMD. However, it is not unexpected, given AMD’s long-term Fusion program. AMD have always pushed the complete platform solution (GPU, CPU, Chipset from a single company), the recent effort being the Vision branding. Dropping the ATI brand is a logical move, even though it has emotional drawbacks.

The ATI logo will certainly be missed, and we hope AMD can continue using the “ATI” words somewhere in their product line-up. However, we must embrace this change, as it is in tune with AMD’s Fusion program.

Reference: Xbitlabs

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