USB simplifies branding but reintroduces active cables #USB @TidBITS

Every time the USB Implementers Forum posted a new set of logos describing ever more USB speeds, electrical power possibilities, and display parameters, it resulted in an outpouring of confusion, ridicule, and anger—yes, anger. See, for instance, “USBefuddled: Untangling the Rat’s Nest of USB-C Standards and Cables” (3 December 2021). But at long last, the USB-IF has finally made things better, with a simplified set of USB logos!

Instead of forcing consumers to use versioning terminology such as USB 3.2 Gen 2×2 or messing around with marketing terms like “SuperSpeed+,” the USB-IF has simplified things so you can now just write something like“USB 20Gbps.” The version details still exist and have meaning for developers and engineers, but most of the consumer-level branding now boils down to just the following four packaging labels, indicating the maximum supported data rate.

For future products, we can move on. With little fanfare, the USB-IF has updated its USB Enabling Connections site with a new approach.

A similar set of logos will appear on cable plugs. As USB data rates and standards’ names became more complicated, the options for charging wattage have been distilled down to just two: 60 watts and 240 watts, with future USB chargers using the logos below.

See the article on TidBITS for details.


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1 Comment

  1. “But at long last, the USB-IF has finally made things better, with a simplified set of USB logos!”.. which has a giant C leading to a cable. Who is your logo designer? I need to shame them publicly on twitter. I need a name.

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