ATI Branding Takes a Back Seat at AMD

Thanks to a sharp eyed Neowin reader who spotted this press release on we can end the speculation on the future of ATI as a brand (or not). The ATI website now redirects to following the report about 2 weeks ago on ATI personnel having their email addresses changed to This prompted a lot of questions as to the future of the brand and now we know that the ATI branding will only carry on Radeon cards. This is an extract from their press release:

On October 25, 2006, AMD and ATI joined forces in a transaction that combines AMD's technology leadership in microprocessors with ATI's strengths in graphics, chipsets and consumer electronics. The result is a processing powerhouse: a new competitor, better equipped to drive growth, innovation and choice for its customers in commercial and mobile computing segments and in rapidly-growing consumer electronics segments.

Headquartered in Sunnyvale, California with centers of excellence around the world, the new company has a combined workforce of approximately 14,900 employees. This transaction breaks new ground for both companies and is expected to provide increased customer benefits in four key technology areas read on..

Link: | Press Release

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Quote - strekship said @ #19
They said the gfx cards were still going to be branded ATi.

Next thing you know they dump the Radeon name.

I don't see it as such a bad thing. ATI gets a lot of bad press due to the often buggy state of their drivers, I know I for one have been there and wouldn't go back to ATI any time soon, but maybe with AMD behind them things will finally get better.

No surprise here. AMD made it clear that the combined company would operate as "AMD." I expect they will gradually phase out the "ATI" references on their site.

It will be interesting to see the branding and packaging of their new DX10 card. And I wonder if they will keep Ruby, since she is part of the old red theme.

I do plan on buying AMD's DX10 card when it's released. It's expected to be faster than nVidia's DX10 card.

in germany we have something called "atu", which is "auto teile unger" or in english something like "car parts unger (which is a name like "griffin" here or something. sounds ugly. ;))"... that sucks. its always gotta be that in my mind from now on.

This shouldn't really be a surprise. They put an FAQ up way back when this whole thing was announced that said "The new company will operate as AMD".

I still find it amazing how technology goes full circle. Once upon a time graphics cards were merely frame buffers and all 3D stuff was done by the CPU, then we goto gfx cards with hardware texture rendering and then gpus now it seems we go back to CPUs doing it all again and a framebuffer or riser board with monitor outputs?

AMD and nvidia guy myself. be interesting to see if AMD make ATI a viable alternative for folks like me in the coming months as i look for upgrades