USB Branding For Data Transfer Speeds, Power Delivery Is Getting Simpler

Folks who look after the evolution of USB have been trying to simplify the certification and feature callouts of the popular USB-C ports and cables. In September last year, the USB Implementers Forum (USB-IF) rolled out new certification logos for the USB-C cables and chargers so that it becomes easier for branding. Now, to make things even simpler, USB-IF has dropped the SuperSpeed branding for USB 3.0 and shared simpler consumer-facing logos for USB Type-C chargers, cables, ports and packaging. 

In a statement to The Verge, USB-IF president and COO Jeff Ravencraf said the simplified branding has come into effect from this quarter, and users should expect to see new products with the new branding as early as end of this year. USB-C has been mired with vague brand names and version numbers that don’t specify the power delivery capacity or data transfer speeds supported by the products. Now, the USB-IF has issued new logos that clearly state the power delivery figures. 

For USB Type-C cables, the new logo will include both performance and power protocols that it supports. The same logo will also appear on the packaging to help make it easier for users to decide which one to go for. As for chargers, the new logo will include the max supported power delivery, while USB ports will show the performance protocol supported. 

You will now be able to see the new logos that clearly define what the USB-C product, be it a charger, cable, or a port will be capable of. However, none of them feature a USB 4 branding, because the branding will no longer exist, at least for consumers. 

That said, USB-IF is just an open standard, and OEMs are not bound to feature the new branding on new devices. They can very well continue with the old, confusing branding in the near future.