ATI loses identity war to AMD

AMD has announced a complete re-branding of ATI, which is set to be introduced across all products over the next few months.

An open letter from Brian Slattery, Country Manager Australia and New Zealand , AMD, explained, “Today is an exciting day for AMD and I wanted to reach out to you directly with the news. AMD is transitioning the ATI brand to AMD with the first products to carry the AMD Radeon brand to be launched later this year.”

All graphics-related technologies, such as ATI Eyefinity and ATI Catalyst? drivers, will be re-branded over the next few months.

Existing products will continue to maintain the ATI brand through to their end-of-life.

“The rebranding from ATI to AMD has been an option since AMD and ATI first came together as one company four years ago,” Slattery continued. “Based on market research and feedback from our partners, the time is right to fully consolidate the company under the AMD brand.

“We believe strongly, based on our research, that replacing ATI with AMD will be beneficial to strengthening the AMD brand and that associating AMD with the product and technology brands of Radeon, FirePro, Eyefinity and others has a net positive effect.”