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AMD unveils Athlon 64 logo
New CPU to be orange
AMD has unveiled the logo it will use to market the 64-bit Athlon 64 processor when the chip is launched on 23 September.
It also launched a logo marketing programme for its broader AMD64 technology, on which the Athlon 64, along with AMD's Opteron family, is based. AMD64 is AMD's name for its 64-bit extensions to the old 32-bit x86 ISA.
The logos will be used - AMD hopes - to not only brand machines based on its CPUs, but by software vendors keen to tout 64-bit versions of their applications.
"The AMD64 Logo Program allows leading software and hardware developers to signify their support for the extraordinary value of simultaneous, native 32- and 64-bit computing on the AMD64 platform," said Rich Heye, VP and General Manager of AMD's Microprocessor Business Unit.
"The AMD64 logo indicates that end users can continue using their software and hardware today and migrate to next-generation technology at their own pace," he added.
"The AMD64 logo tells you that you're getting the best of both worlds," said Tim Sweeney, founder and president of Epic Games, and long-time 64-bit computing supporter.
But since the logo stresses '64' over '32' - of which there's no mention - it's hard to see how the design conveys that 'best of both worlds' aspect Heye and Sweeney hopes it will. It only works at that level with punters who know enough about the technology to read 'full 32-bit backward compatibility' into it - and they're familiar enough with the technology not to need a logo in the first place. ®