With AMD supporting languages including C++ AMP and OpenCL for GPGPU offload, the company clearly feels it's time to bring the technology to a new audience under a more professional brand identity.

'We have built a heterogeneous compute ecosystem that is built on industry standards,' boasted AMD corporate fellow Phil Rogers in a statement regarding the renaming exercise. 'As such, we believe it’s only fitting that the name of this evolving architecture and platform be representative of the entire, technical community that is leading the way in this very important area of technology and programming development.

'FSA will now be known as Heterogeneous Systems Architecture, or HSA. The HSA platform will continue to be rooted in industry standards and will include some of the best innovations that the technology community has to offer.'

The move isn't purely a branding exercise, however: Rogers promises to reveal recent advances in the HSA platform design at the company's Financial Analyst Day on the 2nd of February that will offer a clear improvement worthy of the platform's new name.