AMD's graphics chips will launch under the Polaris brand.
Categories

AMD rechristens its graphics chips under the Polaris brand ahead of a big 2016 product launch

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Advanced Micro Devices is rebranding its graphics chips under the new AMD Polaris brand.

Rather than build its branding around graphics cards, or the circuit boards that house the graphics chips, AMD’s Radeon Technologies Group will now build a brand around the specific architecture of the graphics chip design. The occasion for the change is a new set of technologies that represent the biggest change in AMD’s graphics technology in the last five years, and that change will lead to much more powerful and power-efficient laptops and devices.

Unlock premium content and VIP community perks with GB M A X! Join now to enjoy our free and premium perks. 

Join now →

Sign in to your account.

Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.