February 1, 2023
USB Implementers Forum In a continued push to make USB branding more consumer-friendly, the USB Implementers Forum—the organization that oversees the standard —has a new set of logos. We think they’re the best ones yet. Over the years, USB branding has been less than ideal. The earliest USB cables and branding were easy to understand…

USB Implementers Forum

In a continued push to make USB branding more consumer-friendly, the USB Implementers Forum—the organization that oversees the standard —has a new set of logos. We think they’re the best ones yet.

Over the years, USB branding has been less than ideal. The earliest USB cables and branding were easy to understand because there was a very limited selection. Back then, one USB cable was as good as another as long as the connectors (USB-A or USB-B) matched your device.

Around the shift from USB 2.0 to USB 3.0, things got a little confusing with branding like “SuperSpeed” and the little USB icon merged with the initials SS. If you weren’t in the know, decoding USB logos during the USB 3.0, USB 3.1, and USB 3.2 era was pretty confusing. Without foreknowledge, who could really tell you what SS-squiggly-circuit-thing means off the top of their head?

Even the revisions of the SuperSpeed logo in 2020, while an improvement, still left much room for improvement. If you didn’t know what SS-squiggly-circuit-thing meant, it’s not like you would…

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