AMD is transitioning the ATI brand to AMD with the first products to carry the AMD Radeon brand to be launched later this year. Similarly, graphics-related technologies such as ATI Eyefinity multi-display technology and ATI Catalyst drivers will change over to the AMD brand over the course of the next few months. Its existing products will continue to maintain the ATI brand straight through to their end-of-life (EOL).
The rebranding from ATI to AMD has been an option since AMD acquired ATI four years ago. Based on market research and feedback from partners, AMD believes that the time is right to fully consolidate the company under the AMD brand and the step taken 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.
"We may be saying goodbye to the brand, but the spirit of ATI lives on - in our AMD Radeon and AMD FirePro graphics products, our VISION Technology platforms and soon, in every AMD FusionAPU," remarked John Volkmann, Corporate Vice-President, Brand Marketing, AMD.
AMD's AIB and OEM partners have clearly indicated support of this move and in many cases have stated that they expected the transition to have happened even sooner than today.
