R.I.P. ATi. [Archive] - Beyond3D Forum

digitalwanderer

15-Aug-2010, 17:31

It was a very sad day for me yesterday, I found out about the upcoming death of a friend (http://www.kitguru.net/components/graphic-cards/faith/ati-logo-finally-gone/):

The world is full of weird paradoxes , surprises and contradictions. Apple PCs have always been famous for graphics and yet they don’t support DirectX or, generally, ship with anything faster than a single, middle of the range graphic card. Intel and graphics are two words that most people don’t readily put together, yet Intel is the biggest supplier of 3D graphics processors in the world. In a world where cinematic gets wheeled out every 18 months to describe the next generation GPU without a hint of irony, should we be taken aback by the loss of a brand like ATI?
Looks like someone finally found a way to get me off the red team. :(

Neb

15-Aug-2010, 18:15

*Pats DW on the back and gives him a couple of warm scones with a cup of tea with milk and honey*

digitalwanderer

15-Aug-2010, 20:01

Well as a colour commentator I guess it behooves me to break the news that the new AMD Vision colours will be red, black, and white. :cool:

Silent_Buddha

15-Aug-2010, 21:10

Seems, like a rather large gamble that will in the end come back to bite them in the arse. Not only will they be putting some pressue on Intel to make up with Nvidia, they'll be ditching what has been an overall positive brand image and replacing it with one that's been rather tarnished over the past few years.

IMO, this could be a mistake of possibly epic proportions. It would be similar to Micron dropping the Cruicial brand for example. Except that Micron doesn't have the same negative connotations for some as AMD does.

Regards,
SB

digitalwanderer

15-Aug-2010, 21:36

http://static.pcinpact.com/images/bd/news/83652-amd-vision-logo.jpg

http://www.chw.net/up/2010/05/amd_vision-pro-logo.jpg

Silent_Buddha

15-Aug-2010, 23:17

Those look more like possible badges for Fusion CPU's. And Vision makes a lot of sense as a consumer product name for a CPU with integrated GPU.

AMD's exec's would have to be complete blathering idiots IMO, to drop not only ATI but also Radeon.

But thinking about that with regards to Fusion. Yes, that would be an extremely catchy name for a Fusion CPU. Even the background of 3 converging/intersecting circles is appropriate to such a product.

Regards,
SB

Squilliam

15-Aug-2010, 23:18

I do not like. I always liked being green on the outside and red on the inside like any self respecting environmentalist. Now I have to be green on the outside and green on the inside. This just makes people think im jealous. Now I have to watch out I don't covet thy neighbours convertable! Or their manservant or their Ox.

3dcgi

15-Aug-2010, 23:28

Vision is platform branding, not a product.

Silent_Buddha

15-Aug-2010, 23:30

That makes even more sense...

Regards,
SB

digitalwanderer

15-Aug-2010, 23:54

"AMD Vision" is currently the name of their mobile chip stuff, I believe they're going to just roll all their graphics under the AMD Vision name. Those logos are actually the current ones, I kind of like 'em:

http://cache.gawkerassets.com/assets/images/4/2010/05/500x_amdvision.jpg

The black one is pretty badassed actually. :oops:

So good-bye ATi Radeons and hello AMD Vision Radeons!

digitalwanderer

16-Aug-2010, 21:14

I got a new wallpaper (http://wallpapers-diq.org/wallpapers/30/ATI_Logo_With_No_Colors.jpg). :(

digitalwanderer

29-Aug-2010, 16:24

And I should be publishing my obituary tomorrow. :cry:

Kaotik

29-Aug-2010, 16:46

http://www.xbitlabs.com/news/video/display/20100828165646_AMD_Set_to_Phase_Out_ATI_Logotype_f or_Radeon_Graphics_Cards_Sources.html

Xbit Labs joins the choir saying AMD is dropping ATI name.

However, those Vision-badges have nothing to do with Fusion nor Radeons, they're AMD's fancy new way to help you choose your platform, and have been around for a while already.

Malo

29-Aug-2010, 17:12

I guess this rebranding isn't a recent thing, one of the agents at work had a laptop with AMD Vision sticker on it, bought over 6 months ago.

Alexko

29-Aug-2010, 17:18

I think people are blowing this way out of proportion. AMD may be ditching the ATI brand, but not HD Radeon, which is a very strong, very popular brand.

Gamers have been getting their Catalyst updates from AMD.com for a while now, switching from ATI Radeon HD to AMD Radeon HD isn't that big of a deal.

Kaotik

29-Aug-2010, 17:49

I guess this rebranding isn't a recent thing, one of the agents at work had a laptop with AMD Vision sticker on it, bought over 6 months ago.

Vision isn't rebranding, it's a "scale" to help you pick a machine for your needs

I think people are blowing this way out of proportion. AMD may be ditching the ATI brand, but not HD Radeon, which is a very strong, very popular brand.

Gamers have been getting their Catalyst updates from AMD.com for a while now, switching from ATI Radeon HD to AMD Radeon HD isn't that big of a deal.

It's not a big change, perhaps, but ATI logo is plastered all over the place regardless, and ditching it.. I just don't see it happening

Florin

29-Aug-2010, 17:54

Advanced Micro Devices, the world's largest supplier of central processing units (CPUs) and the currently the largest vendor of discrete graphics chips, plans to phase out the "ATI" logotype from the markings of graphics processors, which are developed by engineers of ATI Technologies, which AMD acquired back in 2006.

What'd I miss, AMD the world's largest supplier of CPUs?

As for dropping the ATI name, I suppose it sorta makes sense from a 'we supply a platform' point of view, but I have difficulty believing this is a serious plan. Just when ATI is finally making strides in being more than a second class citizen and living up to the 'Premium Graphics' thing, they wanna flush all that goodwill and rename themselves to a budget brand? It doesn't make a lot of sense.

Kaotik

29-Aug-2010, 18:02

TBH I think ATI as brand has more value than AMD brand does

Silent_Buddha

29-Aug-2010, 19:11

Absolutely. If this goes forward, I don't see good things happening for AMD with regards to their GPU business. Then again, perhaps I'm just being paranoid. But ATI as a brand has the longest history of any of the remaining graphics companies going all the way back to the 80's.

As I mentioned earlier. It would be similar to Micron dropping the Crucial brand. Although the Crucial brand is less historied than the ATI brand, it would still come as a bit of a shock.

Regards,
SB

thop

29-Aug-2010, 20:01

AMD may be ditching the ATI brand, but not HD Radeon, which is a very strong, very popular brand.
Radeon is emphasised in the new logo.

If this goes forward, I don't see good things happening for AMD with regards to their GPU business. Then again, perhaps I'm just being paranoid
Perhaps :D This is a only a logo and name after all, and doesn't make their cards slower.

Farid

30-Aug-2010, 06:42

4 years ealier, folks, mystics and wise men alike predicted this turn of event :

http://forum.beyond3d.com/showthread.php?t=32209

Yeah, it's one of of thoses "I told you so!" moments. Enjoy!

Now, on a more serious note, this move from AMD execs further proves that they consider the graphics to be entirely part of the core company business, and thus any potential sale of the graphics business as a whole independant structure is being made a lot less convenient. Not that it's surprising going by their plans such as Fusion, as well as the good numbers made by the (now ex-)Ati business.

Kaotik

30-Aug-2010, 09:16

http://www.anandtech.com/show/3878/farewell-to-ati-amd-to-retire-the-ati-brand-later-this-year

http://images.anandtech.com/reviews/cpu/amd/atiretirement/newlogos.jpg

http://images.anandtech.com/reviews/cpu/amd/atiretirement/brandconsolidation.jpg

They claim that their research shows AMD being stronger brand than ATI when compared against graphics competitors. I call BS on that research.

Space Giraffe

30-Aug-2010, 10:12

I like the big in-your-face ATi letters in the current logo. The new one looks kind of bland.

Arnold Beckenbauer

30-Aug-2010, 10:29

Rust In Peace, ATi!

digitalwanderer

30-Aug-2010, 13:56

Silent_Buddha

30-Aug-2010, 18:00

Yeah, I suddenly find myself less inclined to buy Radeon GFX cards. Irrational? Perhaps. But the fact remains I have far more confidence in the ATI brand than I do in the AMD brand.

There most likely aren't any behind the scene changes, but at least in my mind it leaves me with the taste that we're leaving behind ATI's rather startling execution the past few years, in favor of the often bumbling execution of AMD over the past few years.

I just don't see any upside to this. It "feels" like AMD is trying to boost the AMD brand image by getting rid of the better brand. IE - if there's no good ATI brand for people to think about, then everyone will automatically now think AMD is a good brand because they now make the Radeon GFX cards.

Pitooie, bad taste in my mouth.

Regards,
SB

Dave Baumann

30-Aug-2010, 18:31

Davros

30-Aug-2010, 22:04

You disappoint me dave :

I was expecting a "We will fight them on the beaches" speech

digitalwanderer

30-Aug-2010, 22:13

There's no one to fight though on this one Dav, if there was believe me I'd be in the frontlines with a bayonet attached to my rifle doing bad things. :(

Rodéric

31-Aug-2010, 09:47

To me, fundamentally there is no change - I'm still dealing with many of the same people I did 4 years ago. The heart and the soul of the GPU is the same; though we do get a nicer looking logo for the web and AiB products (note - Vision is the platform brand, so thats the only logo for all AMD systems).

What about the "ATi" will be kept as a brand and yada yada from 4 years ago ?
Should I dig back the posts ? :p

I can get why AMD wants to be associated with ATi products, I'm not convinced it's that good for ATi to become rebranded as AMD though.

It's been too long since AMD was king of the hill on the CPU market, IMO.

Dave Baumann

01-Sep-2010, 18:56

What about the "ATi" will be kept as a brand and yada yada from 4 years ago ?
And it was. 4 years / 4 product generations is a long time.

Rodéric

01-Sep-2010, 19:31

And it was. 4 years / 4 product generations is a long time.

I know, but 1/ Couldn't resist (your fault you don't come chat with us anymore :( )
2/ I ended up liking the ATi brand (wasn't the case before they introduced the RadeOn)

;)

Davros

01-Sep-2010, 21:44

And it was. 4 years / 4 product generations is a long time.

Hey theres no statute of limitations here
If you say "ATi" will be kept as a brand that means forever....

digitalwanderer

01-Sep-2010, 23:41

I just feel so empty now, and hopeless. :(

thop

02-Sep-2010, 02:21

Well your wallet will, when AMD announces the Radeon "ATI EDITION" for collectors at some point, limited to 1000 pcs for only $1000 each.

:grin:

Arnold Beckenbauer

02-Sep-2010, 09:21

Well your wallet will, when AMD announces the Radeon "ATI EDITION" for collectors at some point, limited to 1000 pcs for only $1000 each.

:grin:

You mean "Farewell ATi Edition".

MrGaribaldi

02-Sep-2010, 13:50

And then the subsequent "Final ATI Edition", "Absolutely Final ATI Edition" and "OK, just one more ATI Edition" ;)

Besides, they could always bring back the brand if it turns out that going solely with AMD Radeon does not command the brand loyalty they had hoped.

trinibwoy

02-Sep-2010, 14:18

What better time to rebrand than when your competition is at its lowest? It's a good opportunity for the new brand to get off to the best possible start. Maybe they were planning this for a while and were just waiting for Nvidia to keep screwing the pooch long enough and they've certainly obliged :D

Really though, is it really going to matter to end consumers in a two player market? It has a lot of upside to AMD in the long term to be able to provide consistent branding for all their technologies. AMD Fusion sounds a lot more "fused" than "AMD and ATI Fusion".

ShaidarHaran

03-Sep-2010, 01:43

I really dislike this move as well, it's almost like when 3dfx died. Ok, not as bad but there's a bit of the same feeling, and the last ATi product I used was 2x X1900's.

BRiT

03-Sep-2010, 01:48

Squilliam

03-Sep-2010, 11:07

I wrote up a ditty (http://www.elitebastards.com/index.php?option=com_content&view=article&id=1778:the-death-of-an-old-friend-ati&catid=16:eb-commentary&Itemid=29), if'n anyone is interested. I've been dealing with this for a while, so I was ready for today...but it's still a lot for me to deal with. :(

DAAMIT!

Well it was a good read and I wish the people at ATI luck as they continue their journeys as AMD.

I think we can all agree that this should earn you the right to test their top three tiers of graphics cards in a two way crossfire configuration. That should sort out daddy and the two kids, shouldn't it? ;-)

Silent_Buddha

03-Sep-2010, 14:06

Get over it. It's been with us on life support for over 4 years now. The ATI brand is dead. Big F'n Deal. Move on.

I bet you're also the type that lamented the death of AGP and refused to pull the plug too.

I'd say it's the other way around.

The AMD brand has been on life support for the past 4 years with spotty execution, constant delays, etc. requiring life support from the ATI brand to help the company reach profitability.

So instead of keeping the GOOD brand, they're going to scrap it for a mediocre brand in hopes that it'll give the AMD brand some new life.

IMO, incredibly stupid and shortsighted PR move.

Regards,
SB

trinibwoy

03-Sep-2010, 16:22

The ATi brand is basically non-existent outside of the graphics card enthusiast community. Not sure why you would think that name is stronger or more respected than AMD. AMD has much greater name recognition than ATi in the enterprise and mainstream consumer world, helped along of course by the high profile fights with Intel and their Opteron and Athlon heydays.