The ATI brand is dead

JUST LIKE NVIDIA killed the 3dfx and Voodoo brands at the moment of their biggest strength - when Voodoo was to GeForce what Ferrari is to Volkswagen, AMD is sending ATI, RADEON and the rest of the ATI brands into Oblivion. Not The Elder Scrolls: Oblivion one, of course.

Since this was a company buyout and not a merger, it is not surprising that the AMD execs decided to kill the ATI brand. People will just have to get used to the fact that now they can buy CPUs, graphic cards and motherboards with full AMD branding. Since AMD uses green for its own corporate colours, you can expect that the whole AMD platform is now green - both AMD and Nvidia are fans of British racing green.

The death of the ATI brand will pretty much start immediately, so you can expect that the fall line-up of chipsets and graphic processors will bear AMD branding. It will be certainly interesting to see that actually the best chipset for Conroe, or Core 2 Duo is actually coming from - AMD.

Knowing that AMD likes to create names starting with obligatory "on" at the end of the brand name, we would not be surprised if all of the new AMD products follow suit.

You can expect that the current "Imageon" brand will remain intact, since it does end with the "on" and fits AMD's mantra perfectly (Athletic+on, SemperFi+on, Imagine+on). µ

L'INQS
R600?
Possible name for cut-down R600