Advanced Micro Devices said it will remove the ATI name from its products by the end of the year, killing a brand name synonymous with graphics enthusiasts for 25 years. AMD offers a range of graphics products under the ATI brand, including the Radeon, FirePro and Eyefinity offerings. The chip designer will instead attach the name AMD to those products by the end of the year.
ATI was originally established in 1985 as a graphics company and was acquired by AMD in 2007 for US$5.4 billion. AMD had trouble incorporating ATI into operations, taking billions of dollars in charges that affected the company's profitability.
The change could also help give AMD more exposure. For example, Apple uses the ATI graphics in the iMac, with the ATI logo prominently displayed on Apple's website. The logo would instead reflect AMD, which could help expand the company's visibility.