AMD Will Continue with the Use of "Ati" Logo

As you all know, Ati Technologies doesn't exist anymore. This is already old news since the merging process took place months ago. But there are still things to be discovered when talking about Ati and AMD. For instance, rumors talked about a new line of AMD cards featuring Radeon VPU. This was actually an expected thing since AMD wanted to erase all the information related to Ati as part of the renewal process.

But as things do not always end up like one would expect, recently, AMD asked all Ati integrators to retain Ati logo and brand name on Radeon products and highlight it if necessary. And, in the end, that's not such a bad idea mostly because normal users already know the "Ati" brand as well as they also know the "Nvidia" brand, at least when talking about video cards. And everything counts when you think that Ati is widely associated with graphics card while AMD is not. Note that AMD actually has a lower market share in the CPU business than Ati did when it came to GPUs.

This news is somewhat interesting, at least when compared to AMD's older plans. Ati brand name was said to be important, but such a move demonstrates just how important it is. Earlier this year, AMD announced that all Ati consumer electronics and AMD chipsets were in the process of changing names. Now we know that video cards will keep theirs. But I wonder under what brand will they release R600, the latest (and maybe the last) Ati chipset for INTEL CPUs. Since R600 is almost out, we'll have to wait and see.