USB kills off SuperSpeed branding as it tries to simplify its ubiquitous connector

The SuperSpeed USB branding is no more thanks to a new set of guidelines currently being rolled out by the USB Implementers Forum (USB-IF), the body that manages and maintains the USB standard.

It’s part of a rebranding initiative that the organization kicked off last year with the introduction of a new series of packaging, port, and cable logos. But with its latest set of branding and logo guidelines it’s going even further, simplifying its legacy branding and signaling the end of the decade-old SuperSpeed branding. If the name doesn’t ring any bells, then that’s probably because you (like most other people) simply referred to it by its USB 3 version number. Alongside it, the USB-IF is also ditching USB4 as a consumer-facing brand...

Continue reading…