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FutureMark To Change Name, Brand and Website towards UL
Back in 2014, the company UL purchased and acquired FutureMark. While all benchmarks have been operating under the FutureMark umbrella, a change now will take place.
On April 23, UL will be taking the next step by changing the company name from Futuremark to UL. That also means a change in their websites, which will be located at benchmarks.ul.com, UL is short for Underwrites Laboratories.
Futuremark is rebranding to UL on April 23
Futuremark became part of UL in 2014. UL is an independent, global company with more than 10,000 professionals in 40 countries. UL offers a wide range of testing, inspection, auditing, and certification services and solutions to help customers, purchasers and policymakers manage risk and complexity in modern markets.What does this mean for 3DMark and your other benchmarks?
We are changing our company name from Futuremark to UL. Our benchmark brands, such as 3DMark, PCMark, and VRMark, are not affected. We will continue to develop new benchmark tests while supporting our existing products.What will happen to the Futuremark website?
On April 23, we will close futuremark.com. All future visits will be redirected to the equivalent page on benchmarks.ul.com.I follow your news on Facebook, Twitter, and LinkedIn. What will happen with that?
You will not need to take any action to continue following our news. On April 23, we will rebrand our social media accounts. From that point on, our posts will come from "UL Benchmarks" rather than "Futuremark."
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Denial
Senior Member
Posts: 13716
Joined: 2004-05-16
Senior Member
Posts: 13716
Joined: 2004-05-16
#5537373 Posted on: 04/13/2018 01:31 PM
Again, I'm not talking about just gamers.. UL certifies compliance in multiple industries and they definitely have a strong presence in the EU, notably with safety equipment. I think if you polled every single person on the planet significantly more people would know what UL was compared to Futuremark. You might say that gamer branding is more important for 3DMark but UL is trying to push PCMark and 3DMark as the standard for technical marketing in the PC industry - so the UL brand is going to be more important than Futuremark when marketing towards various system builders and OEMs.
Anyway, I don't see why people are offended when I talk about something being popular in America. The original person I quoted asked what UL was about, simply googling it shows its a certification company used for a vast number of products, inside and outside of America. That was my point - if someone used like Firmenich, in an example, I wouldn't be like "Yet here in the rest of the world that's not Europe" I'd just google it and be like "oh ok they are a popular flavor company in the EU and have been around for over 100 years - never heard of them but perhaps they aren't as active here in the US or go by a different name"
Yet here in the rest of the world that is not Murica, we've never heard of it so no, it is not far more recognised whatsoever.
Again, I'm not talking about just gamers.. UL certifies compliance in multiple industries and they definitely have a strong presence in the EU, notably with safety equipment. I think if you polled every single person on the planet significantly more people would know what UL was compared to Futuremark. You might say that gamer branding is more important for 3DMark but UL is trying to push PCMark and 3DMark as the standard for technical marketing in the PC industry - so the UL brand is going to be more important than Futuremark when marketing towards various system builders and OEMs.
Anyway, I don't see why people are offended when I talk about something being popular in America. The original person I quoted asked what UL was about, simply googling it shows its a certification company used for a vast number of products, inside and outside of America. That was my point - if someone used like Firmenich, in an example, I wouldn't be like "Yet here in the rest of the world that's not Europe" I'd just google it and be like "oh ok they are a popular flavor company in the EU and have been around for over 100 years - never heard of them but perhaps they aren't as active here in the US or go by a different name"
maikai
Senior Member
Posts: 1307
Joined: 2004-07-03
Senior Member
Posts: 1307
Joined: 2004-07-03
#5537417 Posted on: 04/13/2018 04:05 PM
Anyway, I don't see why people are offended when I talk about something being popular in America.
It's been like that forever on here, there are tons of anti American people, that all own and use American made products/inventions all day every day, but rag on it at the same time. I just imagine they are like the rednecks of the EU.
Sykozis already pointed out that this isn't even the first time the company has changed ownership and the name associated with it
Curse you Microsoft, Nvidia, Intel, AMD, Apple etc etc. Oh wait....
Anyway, I don't see why people are offended when I talk about something being popular in America.
It's been like that forever on here, there are tons of anti American people, that all own and use American made products/inventions all day every day, but rag on it at the same time. I just imagine they are like the rednecks of the EU.
Sykozis already pointed out that this isn't even the first time the company has changed ownership and the name associated with it
Curse you Microsoft, Nvidia, Intel, AMD, Apple etc etc. Oh wait....
Denial
Senior Member
Posts: 13716
Joined: 2004-05-16
Senior Member
Posts: 13716
Joined: 2004-05-16
#5537438 Posted on: 04/13/2018 05:06 PM
It's been like that forever on here, there are tons of anti American people, that all own and use American made products/inventions all day every day, but rag on it at the same time. I just imagine they are like the rednecks of the EU.
Sykozis already pointed out that this isn't even the first time the company has changed ownership and the name associated with it
Curse you Microsoft, Nvidia, Intel, AMD, Apple etc etc. Oh wait....
Idk, I see their perspective - I get that there is a lot of american "grandstanding" or whatever you want to call it and that people are obviously turned off by that. Plus being that this is mostly a European forum I understand there will be more opposition to that outlook.. but in this particular case I was just making the point that UL is one of the largest certification companies in the world and is especially notable here in America where it uses the UL logo on every product it approves.
I don't really have an opinion on whether Futuremark is better than UL for branding because I don't really know where UL intends to push the software. From what I understand they want it to be used to certify desktops/laptops/phones under categories so customers can easily see "UL Gold" on the side of a computer and roughly know the performance of what they are buying. If that's the case they are working with vendors/oems on certification and I believe those people along with a general non-gaming customer, will know the UL brand better than they know Futuremark.
It's been like that forever on here, there are tons of anti American people, that all own and use American made products/inventions all day every day, but rag on it at the same time. I just imagine they are like the rednecks of the EU.
Sykozis already pointed out that this isn't even the first time the company has changed ownership and the name associated with it
Curse you Microsoft, Nvidia, Intel, AMD, Apple etc etc. Oh wait....
Idk, I see their perspective - I get that there is a lot of american "grandstanding" or whatever you want to call it and that people are obviously turned off by that. Plus being that this is mostly a European forum I understand there will be more opposition to that outlook.. but in this particular case I was just making the point that UL is one of the largest certification companies in the world and is especially notable here in America where it uses the UL logo on every product it approves.
I don't really have an opinion on whether Futuremark is better than UL for branding because I don't really know where UL intends to push the software. From what I understand they want it to be used to certify desktops/laptops/phones under categories so customers can easily see "UL Gold" on the side of a computer and roughly know the performance of what they are buying. If that's the case they are working with vendors/oems on certification and I believe those people along with a general non-gaming customer, will know the UL brand better than they know Futuremark.
Fox2232
Senior Member
Posts: 11809
Joined: 2012-07-20
Senior Member
Posts: 11809
Joined: 2012-07-20
#5537545 Posted on: 04/13/2018 10:17 PM
@Denial : Maybe you just hit nail on the head. UL may have got them to become well known across the world. (Look at all the people here who either did not know UL or did not even recognize logo - Me Included.)
Futuremark will suffer a bit for a while as in IT community/gamers community people know it more than UL. (Since this is target audience it matters than millions of people who know UL and can't care less about FM.)
But in long run, even FM can gain as UL is kind of higher instance.
@Denial : Maybe you just hit nail on the head. UL may have got them to become well known across the world. (Look at all the people here who either did not know UL or did not even recognize logo - Me Included.)
Futuremark will suffer a bit for a while as in IT community/gamers community people know it more than UL. (Since this is target audience it matters than millions of people who know UL and can't care less about FM.)
But in long run, even FM can gain as UL is kind of higher instance.
Click here to post a comment for this news story on the message forum.
Senior Member
Posts: 583
Joined: 2015-05-03
Yet here in the rest of the world that is not Murica, we've never heard of it so no, it is not far more recognised whatsoever.