AMD to ditch ATI brand after merger?

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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