AMD axes ATI brand

It's official

Not only that, but several other brands also on the way out, including Sempron, Athlon Turion and Phenom, as well as AMD's Game and Live programmes. The idea is that future AMD-based systems will feature just a single AMD Vision logo.

"With Vision we are transitioning away from the CPU product naming convention; the Athlons, Semprons, Turions of the world," explained Volkmann. "So you'll be seeing much more of Vision and much less of those brands, especially as we transition to our Fusion portfolio. The logo that we'll want to be more prominent in that equation will be the Vision logo."

Volkmann estimates that the whole transition to the Vision logo will be finished within a year, and will start off when the first Fusion products are launched at the beginning of 2011.

Speaking of Fusion, that's another logo that's being dumped by AMD. According to Volkmann, AMD will continue to talk about Fusion as a term for its APUs (accelerated processing units), but is going to put its marketing dollars behind the simple AMD Vision brand.

You can see the brands that AMD hopes to drop in the chart below. Few brands will escape the axe by the looks of it, with the only notable exception being AMD's Opteron logo for servers and workstations. Of course, AMD's aforementioned discrete graphics products will also have individual Radeon and Fire Pro brands, divided into subcategories such as Premium for the high-end chips.