HP recently completed its acquisition of HyperX peripherals, and Kingston's gaming memory division needs a new name. And after some probably very expensive market research, a new brand name has been decided: Kingston Fury.

They even produced a snazzy video of the new logo, which appears to be flashing on a cyberpunk 2077 billboard.

The new branding will apply to both gaming memory and gaming SSDs, but so far it looks like only gaming RAM has seen the memo. Of course, this could mean that the SSD division is waiting for the new Fury brand to be used on new drives.

Kingston Fury may seem somewhat familiar, but that's because Kingston has used the Fury name before under the HyperX umbrella. So it is not that big of a leap. The component brand as a whole may seem a bit over-the-top, but you'll get used to it.

Kingston Fury will be used for desktop PC memory, with sub-brands Beast and Renegade coming soon. For notebook PCs, Kingston Fury Impact SODIMMs will be available.

Kingston has been a solid mainstay brand of memory for many years and the underlying technology will not change much.

The new brand may give Kingston a chance to reinvent itself a bit and target the enthusiast gamer even more; with DDR5 on the horizon and DDR4 still capable of delivering good performance, it is a good time for Kingston, or rather Kingston Fury, to focus its efforts again. It seems like a good time for Kingston, or rather Kingston Fury, to reignite its efforts.