Following strong speculation suggesting AMD is phasing out the ATI logo, TechReport confirms that the rumours are indeed true. With the Fusion era finally approaching, with CPU + GPU on the same die, it was only a matter of time that both technologies were consolidated under the same brand name. AMD further justifies the branding change by the results of internal surveys.

radeon logos2 AMD drops ATI branding

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Following strong speculation suggesting
AMD is phasing out the ATI logo, TechReport confirms that the rumours
are indeed true. With the Fusion era finally approaching, with CPU + GPU
on the same die, it was only a matter of time that both technologies
were consolidated under the same brand name. AMD further justifies the
branding change by the results of internal surveys.

radeon logos2 AMD drops ATI branding

This is what the new logos will look like. OEMs have the choice of “Radeon Graphics – AMD” or simply “Radeon Graphics”. The same applies for the FirePro professional line. All products till the HD 5000 series will continue with the ATI Radeon HD 5000 series branding. However, products starting with the (provisionally branded) HD 6000 series will be named AMD Radeon HD 6000.

It is not just the graphics cards themselves, but the related technologies that are expected to be rebranded. ATI Eyefinity, for example, is expected to become AMD Eyefinity.

Some long time ATI fans will no doubt be infuriated by the lack of the legendary ATI logo. However, AMD have retained quite a similar logo, with the original Radeon typeface and the legacy red colour. This consolidation was long expected, and only a matter of time. It would make sense that it would be done right before the Fusion era.

However, TechReport also mentions that AMD won’t be continuing with the Fusion brand commercially! With Ontario just a few months away, we will have to wait and find out what kind of nomenclature AMD has in store for Fusion products.

Reference: TechReport