With chipmaker AMD recently deciding to kill its ATI graphics brand name, which it gained after its 2006-acquisition of ATI Technologies, the years-old logo for ATI will be removed from all future GPUs – though the Radeon and FirePro graphics lines will remain.

The decision to do away with the ATI logo, which has been around since the 1980s, comes from AMD’s belief that its own name can offer much more substantial competition to Nvidia.

As per the sources who have seen the new logo, the change – about which AMD has already started briefing its partners - will appeal to gamers and general consumers.

AMD will mark the official transition to a new logo with the later-this-year launch of its “Fusion” platform, which will be among the first products, since AMD’s ATI acquisition, to coalesce AMD’s CPU technology with ATI’s graphics processing in a single solution.

Noting that the removal of ATI branding will help AMD unify its wide brand of products, thus increasing its relevance in the eyes of consumers, the company claims that its survey of several thousand “discrete graphics aware” computer users worldwide revealed that AMD brand struck a better chord with consumers than the ATI name against competing companies like Nvidia.

Already, AMD has outperformed Nvidia in terms of total unit shipments of graphics products during the last quarter; with the company having rolled out an array of affordable graphics solutions aimed chiefly at gamers and media enthusiasts.