Nvidia to Drop GeForce Brand

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After over 20 years, Nvidia is moving on from the GeForce brand. The current RTX 2080Ti will be the last of the company’s cards to use the name. Focusing on the ray tracing features that are unique to the Turing architecture, the company’s new cards are set to be the “Ray” series.

The move is an unusual one considering that a change of brand name midway through the life of a particular architecture has never happened, but Nvidia has said that it was necessary to get ray tracing to the masses with the GeForce name before launching the new range.

The first iteration of Ray cards are set to launch later this year, once again using the 14nm Turing architecture. There will be three cards available at launch. The top of the range Charles, the mid-range Winstone, and the budget-friendly Hodgson. There’s also a mobile version set to launch in early 2021 called the Parker Jr.