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August 30, 2010

AMD drops ATI brand

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by Darren Allan

AMD has packed the suitcases of its ATI brand, and sent it off on a holiday from which it will never return.

AMD first acquired ATI back in 2006, whereupon it kept the ATI brand in usage for its Nvidia rivalling range of graphics cards.

But now the company has officially decided to retire the ATI label, with the graphics card range to be known as the AMD Radeon from now on. Or, let’s face it, folks will just call them Radeons, which is what everyone called them anyway.

In fact, PCR reports that the company will also have branded logos which just read “Radeon”, for use on Intel powered PCs so as not to confuse folks about which processor might be inside the case.

Expect to see the new logos showing up later in the year.

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