USB-IF abandons the SuperSpeed ​​brand, shares simpler consumer-oriented logos

In September last year, the USB Implementers Forum (USB-IF) announced new certification logos for USB Type-C cables and chargers in an effort to make it easier to follow the brand. To simplify things even more, it has now dropped the SuperSpeed ​​brand for USB 3.0 and shared simpler, consumer-oriented logos for chargers, cables, ports, and packaging.

Instead of vague brand names or version numbers that don’t specify the power delivery rating or data transfer speeds the products support, USB-IF has released updated logos that clearly state these numbers. For USB Type-C cables, the new logos include the supported performance and power protocols. These logos will appear on the packaging in addition to the cables, making it easy for users to identify the type of cable they need. In the case of chargers, the logo will include the maximum supported power delivery rating on the packaging. Finally, the updated brand of USB ports shows the supported performance protocol.

As you can see in the attached photos, none of the new logos have the USB4 branding. That’s because USB-IF no longer plans to use USB4 as a consumer-facing brand name. In a statement to the edgeUSB-IF President and COO Jeff Ravencraft revealed that the simplified branding took effect this quarter, and users should expect to see the new logos on products as early as the end of this year. However, any products that were certified prior to the switch will still be able to use the older brands.

Unfortunately, since USB is an open standard and OEMs are not required to have their devices USB-IF certified, we will likely continue to see the older brand well into the future. It is noteworthy that USB 2.0 (AKA USB Hi-Speed) and USB 1.0 were intentionally excluded from this rebranding exercise to avoid confusion.

What do you think of the streamlined USB brand? Is it easier to follow? Let us know in the comments section below.

source: USB-IF
Across: the edge

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