USB data transfer speeds and power get easier to understand with new logos

However, everyone was on the same page that the term “SuperSpeed” isn't a helpful differentiator. In 2019, USB-IF 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, which by reading itself doesn't give you much clarity on what is what.

Thankfully, as per the updated guidelines and logos, as reported by The Verge, USB-IF has changed its branding to simply USB 20Gbps (previously known as USB 3.2 Gen 2×2), USB 10Gbps (earlier known as USB 3.2 Gen 2), etc., removing the SuperSpeed branding.

Users will see new logos and branding on products as early as the end of this year

The new logos and names will appear on the packaging as well as the cables. It will include both the performance and power protocols the cable supports. In the case of chargers, it will include the max power delivery support on the packaging. The new branding for the USB ports will show the supported performance protocol. The guidelines also show that none of the logos feature the USB 4 branding, as USB-IF does not want to use USB 4 as a consumer-facing brand name.

Instead, USB-IF is recommending USB 40Gbps and USB 20Gbps. Moreover, when USB 4 v2.0 comes out, it will be known as USB 80Gbps. USB-IF’s President and COO, Jeff Ravencraft, said to The Verge, “As we started to update our branding we did a lot of focus group studies with many different types of consumers, and none of those people understood the messaging and the branding, and they don’t understand revision control or spec names.”

Jeff also added that the simplified branding came into effect this quarter, and users will get to see the new logos on products by the end of this year.