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AMD to drop ATI brand

ATI brand for graphics products to go by end of year

AMD said that research had showed better awareness of the AMD brand than ATI.
AMD said that research had showed better awareness of the AMD brand than ATI.

AMD has announced that it is to drop the ATI graphics brand.

The company said that it will replace the ATI brand with the AMD brand on its graphics processor products, including the Radeon, FirePro and Eyefinity, from the end of the year.

The move marks the end for the 25 year old brand, which originated from graphics processor specialist ATI, founded in 1985. AMD acquired ATI in 2007 for $5.4 billion, and initially said that the ATI brand would be preserved.

According to a company statement, AMD wanted to take advantage of its growing momentum in the graphics market, and research carried out by the company also found that the AMD brand was better recognized than ATI.