AMD has determined it's occasion to put ATI firmly in the bin. The chip manufacturer bought graphics giant ATI rear in 2006 and has traded off the person's name still since.

However, the Phenom-maker has now determined so as to it's occasion for AMD to get in excess of totally and the Radeon graphics make determination now be proceeded by the AMD name, although the red colour determination be retained.

In a conference name by means of TechRadar, John Volkmann, vice president of Strategic Communications at AMD supposed so as to "we've looked extremely firm at is the position of the ATI brand. We [previously] chose not to alter for extremely high-quality reasons.

"[Now] do we contain permission to do that? Our partners and our clientele too contain a position to play."

AMD-less logo

But as healthy as a Radeon logo featuring the AMD logo, present is too a simple logo so as to now skin the words Radeon Graphics.

"That's for anybody in our scheme who doesn't desire to get the firm cut in excess of the AMD brand" trial Volkmann.

"Some [partners] say contain counting favor a transitional strategy, a two pace process. We completely stay for to transfer everyone to the [AMD Radeon] logos," series Volkmann.

Think about what you've read so far. Does it reinforce what you already know about ? Or was there something completely new? What about the remaining paragraphs?

But the AMD slide deck recreation a make action after that to an Intel Core logo " no AMD branding is there sideways as of the utterance Radeon " certainly a strange move?

Volkmann was bullish at what time talking concerning the move. "When it moderator to our brands the ATI and Radeon brands are evenly strong.

"Secondly we learnt so as to the mixture of AMD and Radeon is truthfully supposed ATI and Radeon," he continued.

The alter determination occur by means of all new crop " older cards determination motionless contain the ATI branding. AMD approved out investigate in seven territories (including the UK) at what time deciding concerning the brand.

Volkmann supposed the findings gave AMD "permission to proceed."

"In our minds the timing couldn't be better," he said. "Our AMD graphics commerce [is] executing well, culminating in AMD recently captivating overall leadership in discrete graphics marketplace share.

Partner view

But come again? concerning the partners? "We sight the choice by AMD to consolidate beneath one make as a high-quality move," inappropriately Adrian Thompson, accountable for international ,advertising at Sapphire Technology. "It determination in the end guide to broader recognition of AMD as a CPU and GPU powerhouse."

Eddie Memon, older VP of ,advertising at XFX inappropriately so as to contain did contain a number of reservation concerning the move. "AMD after that shared by means of us the extensive marketplace investigate so as to supports petroleum initiative and we now sight the transition as an significant pace in establishing an still truthfully universal brand."