In a decision based on market research and in an effort to strengthen the overall AMD brand, AMD has decided to do away with the ATi branding. The branding shift doesn’t just affect the ATi name, it’s a sweeping change across AMD’s products, but gamers are really only going to notice the ATi decision. AMD purchased ATi four years ago and has struggled to justify the cost of the investment ever since. AMD claims that their own brand is a more healthy and recognizable name than the ATi brand, so they hope that consolidating the names under a single umbrella will help grow the ATi technology going forward. The new logos that will be found on computer cases, laptops, and other packaging will look like this:
I don’t think that ATi has struggled against the competition due to branding. If anything AMD failed to properly use the ATi brand after acquiring it. Compare the marketing and partnership efforts of NVIDIA with ATi and immediately it becomes apparent that AMD was simply not aggressive enough in securing partnerships or creating a proper buzz within their target demographic’s community. AMD did a great job of making their CPUs “cool” in comparison to Intel, but it seems that they always struggled to do the same with ATi against NVIDIA.
I still run an ATi card and I love it. I don’t think this spells doom for the ATi tech or anything, it simply just feels like the end of an era seeing such a household name in PC gaming fade away.