AMD to ditch ATI brand after merger?

— 1:39 AM on August 8, 2006

Word has come from two AMD officials that, once the company completes its acquisition of ATI later this year, the ATI brand name will be discarded.

Gareth Cater from AMD told Custom PC that 'the new company will be called AMD,' meaning that we could shortly be seeing AMD-branded Radeon graphics chips.

We asked Richard Baker from AMD if this meant that the memorable Radeon name would also be biting the dust, but he replied that 'we haven't made any final decisions yet, but I'd personally be very surprised if we dropped any of those product names. The ATi company name is definitely going, though.'

This announcement marks a new development in the decision-making process surrounding the acquisition. Just over two weeks ago, shortly after the buyout was announced, we were told that AMD had yet to decide what to do with the ATI brand. This is also sad news for tech journalists and enthusiasts alike, as we may soon have to refer to AMD/ATI and NVIDIA as "the dark green team" and "the brighter, sort of yellowy-green team," respectively. So much for company nicknames. (Thanks to Engadget for the link.)

Update: Custom PC now says it has word from ATI's Sunnyvale, California headquarters that the ATI brand will in fact live on:

Spokesperson Eric DeRitis told Custom PC: 'AMD has no plans to drop the ATi brand name or ATi's product brands. The ATi name will live on at AMD as our leading consumer brand, and so will the Radeon brand and other ATi product brands. AMD's executive management knows very well the power and value of branding, and ATi's branding is some of the most valued in the global technology industry. As such, we plan to keep it. Period.'
With conflicting reports like this, it's quite possible nothing has been decided for sure yet. We'll have to see what happens in the coming months.
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