Sandisk Corporation today previewed its new corporate branding and creative direction, signaling a bold debut of the company's comeback launch as a standalone Flash and memory technology innovator, planned for early 2025.

Defined by a 'Mindset of Motion', Sandisk's new creative direction represents a future forward philosophy where by creating paths and possibilities for people to go without limits, the company unites the current moment and their aspirations. This mindset brings people closer to their ambitions and creates a circle of collaboration for progress and future growth.

MiTAC Computing Technology Corporation, a subsidiary of MiTAC Holdings Corporation (hereinafter referred to as MiTAC; stock symbol: 3706), has announced that the server brand TYAN will be integrated with the MiTAC brand. Starting from October 1, 2024, all products will be branded under MiTAC, with the release of a new logo and updated official website. MiTAC Computing Technology Corporation website: http://www.mitaccomputing.com/

MiTAC entered the server ODM industry in 1999 as one of Taiwan's pioneers in the server market. In 2007, it expanded its presence by acquiring Tyan Computer, building a reputation for designing high-performance motherboards and barebone systems targeting the high-end server market. Following the spinoff of MiTAC's cloud computing business in 2014, MiTAC Computing Technology was established as a subsidiary of Mitac Holdings under the MiTAC-Synnex Group.

CORSAIR, a leading global developer and manufacturer of high-performance gear and technology for gamers, content creators, and PC enthusiasts, has announced an exclusive multi-year, full cross-brand partnership with the critically acclaimed Call of Duty franchise. This powerful new integration sees two of the world's best-known gaming brands come together for the first time. The collaboration will include several Call of Duty titles, beginning with the launch of the highly-anticipated Call of Duty : Black Ops 6, releasing on October 25. The collaboration will extend across multiple product categories at CORSAIR including Drop, Elgato, ORIGIN PC and SCUF Gaming. Specific products, additional categories and more details will be announced over time.

"Teaming up with the world-renowned Call of Duty franchise is the perfect fit for the CORSAIR family of brands and for gamers looking to achieve a complete and immersive experience," said Andy Paul, Founder and CEO of CORSAIR. "We are thrilled to have these two world-class brands come together as CORSAIR is set to deliver premium performance for Call of Duty players across all platforms - PC, console and mobile - whether playing, capturing content or streaming."

Latest reports indicate that sanctioned Chinese PC hardware manufacturer DeepCool's products have appeared on major US online marketplaces under the brand "Shaking Tank," as revealed by YouTuber Greg Salazar on social media platform X. This comes two months after the US State Department sanctioned DeepCool for alleged business with Russian firms involved in the Ukraine conflict, barring US sales and imports of their products. Despite this, retailers like Amazon and Newegg list apparent DeepCool products under the Shaking Tank brand. These listings show product renders with the DeepCool logo blurred or removed. Fan hubs previously displaying the DeepCool emblem now show blank spaces, and product packaging has obscured identifying marks. Examples include the DeepCool AK620 and LS720 models, now advertised as ShakingTank AK620 and LS720.

The nature of this rebranding still needs to be clarified. While DeepCool adopting a new name to bypass sanctions would likely face severe legal consequences, more plausible explanations include a reseller rebranding remaining inventory or retailers clearing sanctioned stock. This situation questions trade sanctions' effectiveness and enforcement in the global marketplace, leaving consumers uncertain about DeepCool's future in the US market and potential impacts on international trade regulations.

During the Vision 2024 event, Intel announced that its upcoming Xeon processors will be branded under the new "Xeon 6" moniker. This rebranding effort aims to simplify the company's product stack and align with the recent changes made to its consumer CPU naming scheme. In contrast to the previous "x Generation Xeon Scalable", the new branding aims to simplify the product family. The highly anticipated Sierra Forest and Granite Ridge chips will be the first processors to bear the Xeon 6 branding, and they are set to launch in the coming months. Intel has confirmed that Sierra Forest, designed entirely with efficiency cores (E-cores), remains on track for release this quarter. Supermicro has already announced early availability and remote testing programs for these chips. Intel's Sierra Forest is set to deliver a substantial leap in performance. According to the company, it will offer a 2.4X improvement in performance per watt and a staggering 2.7X better performance per rack compared to the previous generation. This means that 72 Sierra Forest server racks will provide the same performance as 200 racks equipped with older second-gen Xeon CPUs, leading to significant power savings and a boost in overall efficiency for data centers upgrading their system.

Intel has also teased an exciting feature in its forthcoming Granite Ridge processors-support for the MXFP4 data format. This new precision format, backed by the Open Compute Project (OCP) and major industry players like NVIDIA, AMD, and Arm, promises to revolutionize performance. It could reduce next-token latency by up to 6.5X compared to fourth-gen Xeons using FP16. Additionally, Intel stated that Granite Ridge will be capable of running 70 billion parameter Llama-2 models, a capability that could open up new possibilities in data processing. Intel claims that 70 billion 4-bit models run entirely on Xeon in just 86 milliseconds. While Sierra Forest is slated for this quarter, Intel has not provided a specific launch timeline for Granite Ridge, stating only that it will arrive "soon after" its E-core counterpart. The Xeon 6 branding aims to simplify the product stack and clarify customer performance tiers as the company gears up for these major releases.

Colorful has prepared a small selection of custom GeForce RTX 4060 Ti and GeForce RTX 4060 (non-Ti) graphics cards in celebration of the Chinese New Year (February 24). Its high-end iGame Series has been updated with "Loong Edition" models—all of these cards are overclocked straight out of the factory. The Colorful English language site has sub-brand product entries for a GeForce RTX 4060 Ti 16 GB option, as well as the usual GeForce RTX 4060 Ti 8 GB, plus GeForce RTX 4060 8 GB cards. 2024's zodiac animal is the Wood Dragon, so Colorful has adorned their limited edition "Loong" cards with this fearsome yet wise mythical creature—the graphic spreads across shrouds and backplates, and even features prominently on the special iGame packaging/outer box.

Colorful has a history of producing iGame Series GeForce RTX graphics with different designs—the standard "Ultra White" cooling solution design has been updated a few times in the recent past (as reported by VideoCardz). Referring to TPU's well maintained GPU database, we see the latest "Year of the Dragon" models joining the already established ranks of last year's "Wushan Five Elements Customized Editions" and iGame RTX 4060 Ti "Fog Hill of Five Elements" Customized Edition OC (in collaboration with Samsara Animation Studio). The Colorful iGame Loong Edition cards have prices listed at 3799 RMB (~$536) for the GeForce RTX 4060 Ti 16 GB option, 3449 RMB (~$487) for the GeForce RTX 4060 Ti 8 GB, and 2699 RMB (~$381) for the GeForce RTX 4060 8 GB. Sales are region restricted to China—this is Colorful's modus operandi, so buyers outside of China will have to jump through a few extra import hoops.

Memory PC GmbH has unveiled an exclusive reskin of Sapphire Technology's standard PULSE RX 7800 XT graphics card—the German e-tailer is advertising this special edition model as a "world first," with a design that is both "unique and eye-catching." We reckon that there is some marketing spiel + exaggeration in effect here, although Memory PC's branding, messaging and extra swathes of red and white do add up to be a more visually appealing package. Sapphire's PULSE card designs tend to focus on function rather than fancy livery—the normal PULSE RX 7800 XT card is almost entirely black, save for some red line accents on its shroud and backplate, plus white text on the twin cooling fans.

This special model sports white PULSE fans with abbreviated Memory PC logo branding, while the shroud has red and white stealth-effect polygonal patterning. This effect adorns almost the entire stretch of backplate, a pixellated heart graphic and a "WE LOVE GAMING" statement sit within an island of black. The Memory PC + Sapphire Technology Navi 32 XT GPU collaboration is only available in pre-built PC systems—starting at €999, with an AMD Ryzen 7 5700X build.

ASUS finalized its adoption of the Intel Next Unit of Computing (NUC) product lines at a special autumn 2023 handover event. A post-ceremony statement outlined the company's vision going forward: "ASUS kicked-off its NUC business and started to take orders for NUC 10th to 13th generation systems on September 1. The new business is generating a wide variety of exciting opportunities for the company and the transition has progressed smoothly for NUC customers. The vision of the newly established ASUS NUC BU is to provide the most impactive edge computing with comprehensive commercial and AIoT solutions that can sustain the industry and businesses." Just over a week ago, TechPowerUp was granted access to next generation NUC devices at CES 2024—including ROG NUC, as well as NUC 14 Pro and NUC 14 Pro+ models. Many folks in attendance noticed a complete absence of NUC Extreme products at the ASUS Las Vegas showroom.

Online publication, Fudzilla, has investigated this matter—Fuad Abazovic (Editor-in-Chief) managed to chase down an ASUS spokesperson. It seems that the Taiwanese manufacturer is integrating some if its best known branding into the NUC ecosystem, and Team Blue nomenclature is on the chopping block: "the company won't have an update to the NUC Extreme 7.5 liter device. The Raptor Canyon remains the last NUC of its kind, as ASUS has ROG Strix systems in the same ballpark. Fudzilla already covered the announcement of the NUC and NUC pro, and the ROG NUC. We were assured that the 2.5L ROG NUC will remain the fastest gaming-oriented device and that, at this plan, the company doesn't plan to develop the successor of NUC Extreme 7.5 liter. ASUS has announced ROG Strix G16CHR, its 7.5-liter desktop that comes with an air and water cooler and hosts up to Intel Core i7-14700KF Processor 3.4 GHz (33M Cache, up to 5.5 GHz, 20 cores), NVIDIA GeForce RTX 4080 16 GB GDDR6X 3x DP, 2x HDMI, and up to 64 GB RAM in 4x DDR5 U-DIMM slots."

An unreleased NVIDIA GeForce RTX 3090 SUPER Founders Edition graphics card was last spotted just over a year ago. A fortunate member of the Chinese NGA discussion board provided a close-up shot of a shroud bearing "super." A new leak gives us a full view of the RTX 3090 SUPER FE with prominent branding—KittyYYuko declared: "WTF, I have indeed heard of this leak before" upon posting this discovery to social media.

According to ITHome, the example from last year appeared to be a publicly released variant of "an unpackaged GeForce RTX 3090 Ti," and the latest finding seems to be identical. A seller, tbNick_dn86z, has created an entry for his GeForce RTX 3090 SUPER Founders Edition card with a value of 9999 RMB (~$1370) on Xianyu (Taobao's second hand market)—it is advertised as being "original and not modified, with a pure black casing." When confronted about identifying any apparent differences between the SUPER and officially launched Ti version, tbNick_dn86z confirmed that they are largely the same (minus external branding)—a matching device ID is shared across both variants.

Intel has made it official that its upcoming Meteor Lake CPU lineup will proudly sport a new branding scheme - as reported on TPU much earlier today, rumors indicated that Intel would be rolling out "Core Ultra" brand extensions across a range of SKUs. The "i" in some model identifiers such as i3, i5, i7, and i9 are now confirmed to be (in part) replaced with "Ultra" - an Ashes of the Singularity benchmark leak identified a CPU called "Core Ultra 5 1003H" early on last week, and that information soon spread across many online hardware news outlets and communities.

Bernard Fernandes, director of global communications at Intel Corp. today addressed the rumors and leaks via Twitter and confirms that a new branding scheme is incoming: "Yes, we are making brand changes as we're at an inflection point in our client roadmap in preparation for the upcoming launch of our Meteor Lake processors. We will provide more details regarding these exciting changes in the coming weeks!" He makes sure to not directly mention the "Ultra Core" branding in his tweet, but it is heavily implied that he's referring to the discardation and eventual replacement of Intel's classic "i" labelling system.

Summer is just around the corner, and Xbox is turning up the heat by teaming up with one of the most iconic nail brands, OPI, to bring a fresh polish to the Xbox controller. Last year we partnered with OPI to launch a gaming-inspired palette for Spring and this time around we're flipping the script and releasing an exclusive Xbox Wireless Controller that's inspired by OPI nail colors. The all-new Sunkissed Vibes OPI Special Edition Xbox Wireless Controller features four stunning summer-shades, inspired by OPI's new Summer Make the Rules collection (sold separately) to help players unlock the ultimate summer glow up this season.

Turn up the heat with the Sunkissed Vibes Special Edition controller and make every day a beach day. Get things started by painting your thumbnails with OPI's Sanding in Stilettos as a picture-perfect complement to the shimmery, pearlescent melon top case. Or level up your look and match the bold, glossy D-pad with a splash of OPI's Flex on the Beach. More daring gamers can drop all inhibitions and embrace the controller's pastel back case, bumpers, and thumbsticks by channeling OPI's Surf Naked blue. And as a finishing touch, revel in the summertime brightness of the Xbox button and triggers inspired by the all work, all play attitude of OPI's Summer Monday-Fridays.

Nitro Concepts' first-ever line of Special Edition gaming chairs is here and they're more than meets the eye! Inspired by the heroic Autobots, villainous Decepticons, and the legendary Optimus Prime himself, these gaming chairs really have got the touch. Innovative Design with Intense Colors! The Nitro Concepts X1000 sets itself apart from its competitors through its vibrant colors and ergonomic design.

Featuring high quality PU leather ensures that whether the X1000 is used for work or play, the user will remain comfortable over hours of use. To make the X1000 even more comfortable, there are many options to adjust it to your preference. While the cold foam upholstery ensures the X1000 is comfortable even on hot summer days, the design features a fresh and angular shape, combining for a chair fit for any situation.

Last May, Electronic Arts confirmed that its licensing deal with FIFA would be coming to an end by the summer of 2023. This week it has revealed the new branding for the EA Sport FC franchise, which is set to succeed the soon-to-be discontinued EA + FIFA series. Last year EA announced that it would be bringing its 30-year partnership with FIFA to a close. The computer game publishing giant could not agree on a new licensing deal with the association football/soccer governing body. EA Sports has unveiled the new logo and visual language that will feature atop their new flagship football game. It is widely rumored that FIFA are in the process of creating a new and distinct football games franchise with a yet to be revealed development partner.

The sports division has provided a breakdown of the design process: "The new brand takes its design inspiration from triangles, an ever-present shape in the sport and football culture that represents the game in multiple dimensions. From passing techniques to set-plays to formation design, triangles are a constant in the beautiful game. The shape is also woven into the DNA of EA Sports football experiences - from the isometric viewing angles of EA Sports' first football games and triangular polygons that make up every frame, to the chemistry triangles that exist in Ultimate Team or the iconic player indicator symbol that appears above athletes in every match."