USB-IF says goodbye to confusing SuperSpeed ​​USB branding

When the SuperSpeed ​​USB was announced in 2007, the branding became a logical difference. The term was coined with USB 3.0, which increased the maximum data transfer rate from USB 2.0’s measly 0.48 Gbps to 5 Gbps. But by 2022, there were three versions of SuperSpeed ​​USB available to consumers with different connector types, as well as potentially faster USB4. Looking ahead, USB products will still offer different performance options while still looking the same, but there’s at least one thing we can all agree on: the word “SuperSpeed”is no longer a useful differentiator.

By 2019, the SuperSpeed ​​branding already seemed unremarkable when USB-IF, which develops USB standards, renamed USB 3.0 to USB 3.1 Gen 1; USB 3.1 to USB 3.1 Gen 2 and then USB 3.2 Gen 2; and USB 3.2 to USB 3.2 Gen 2×2. The group sought to make life easier for consumers by recommending that vendors label products not by the name of the specification, but by “SuperSpeed ​​USB”followed by maximum speed (e.g. USB 3.2 Gen 2×2 would be SuperSpeed ​​USB 20Gbps).

With updated guidelines and logos that began rolling out this quarter and that you can see before the end of 2022, as reported by The Verge today, USB-IF now recommends that manufacturers simply label products as USB 20Gb/s (for USB 3.2 Gen 2× 2), USB 10 Gb/s (for USB 3.2 Gen 2), etc. SuperSpeed ​​is not required.

USB4, meanwhile, is subject to the same treatment: USB-IF recommends branding USB 40Gbps and USB 20Gbps for specification. When it comes out, USB4 Version 2.0 should be called USB 80Gbps.

“USB4 version 1.0, USB version 2.0, USB 3.2, SuperSpeed ​​Plus, Enhanced SuperSpeed, and SuperSpeed+ are defined in the USB specifications; however, these terms are not intended to be used in product names, messages, packaging, or any other consumer terms. Face to Content,” the USB-IF language rules updated in September read [PDF].

USB-IF continues to recommend that manufacturers label USB 2.0, which can take the form of USB-C, USB-A, USB-B, etc., as “Hi-Speed ​​USB”without a performance indicator. Most products using the USB 2.0 specification are peripherals such as keyboards and printers, Jeff Ravencraft, president and COO of USB-IF, told Ars Technica, so the industry group doesn’t think consumers will accept the technology for being faster. than, say, USB. 5 Gbps. USB-IF was also concerned that people would confuse “USB 480Mbps”with faster speeds than USB 5Gbps because of the larger number (we believe “USB 0.48Gbps”doesn’t look right). Beautiful).

“Hi-Speed ​​USB has been around for over 20 years and is well established in the market, which is why we have focused our rebranding efforts on 5Gbps and beyond,” said a USB-IF spokesperson.

Meanwhile, the recommended USB 1.0 branding remained intact.

For USB-C cables, USB-IF now recommends packaging and logos show both maximum transfer speed and power.

It doesn’t change much

The revised recommendations are in line with what many vendors have already done, listing only speeds without any specification name or the term SuperSpeed. Some vendors only list the USB specification names. With all of this in mind, it’s no surprise that the SuperSpeed ​​branding has officially been retired, especially since the USB-IF showed its extra USB-C logos a year ago without the SuperSpeed-C.

The main problem underlying the USB confusion remains. Although USB-C is becoming more common and is becoming legal in some places, USB-C products can have a range of capabilities, including transfer rates from 0.48 to 40 Gbps.

The USB-IF recommendations also do not list other features such as Intel Thunderbolt support, active or passive cable, or PCIe tunneling.

But according to Ravencraft, the average person doesn’t really care about any of these things. The chief executive told The Verge that consumer research groups have shown that most consumers only care about “the highest level of data performance a product can achieve”and “the highest level of power I can get or get from this product.”

“Most people don’t understand USB branding, messaging, version control or spec names,”he told The Verge.

Everything is optional

Despite its efforts to simplify what consumers see, USB-IF also fails to ensure the widespread use of additional logos and certifications. The list of products certified for USB-IF contains 2,500 items, while there are countless devices, cables and products that use USB.

Ravencraft acknowledged that some companies may consider the costs associated with obtaining USB-IF certification, including passing USB-IF compliance testing and acquiring a USB-IF trademark license agreement, as “outrageous.”There are discounts for USB-IF members.

Ravencraft has also suggested that some companies may choose not to certify if they know they are saving on costs and thus do not pass compliance reviews.

So the wild west of USB labeling is likely to continue to some degree, but customers have options too. Products with the USB-IF logo, if available, tell you right away what power and speed to expect. Whether this speed should be considered super speed is up to you.