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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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Koniakki
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#5537110 Posted on: 04/12/2018 03:54 PM
"benchmarks.ul.com"? Shady AF!
"benchmarks.ul.com"? Shady AF!
Srsbsns
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#5537120 Posted on: 04/12/2018 04:13 PM
This doesn't make any sense. When you have a company with a poor/unknown reputation and you buy a company with brand recognition you don't just throw that away. This seems more like somebody looking to get rid of the competition. Do we know who this UL is financially connected to?
This doesn't make any sense. When you have a company with a poor/unknown reputation and you buy a company with brand recognition you don't just throw that away. This seems more like somebody looking to get rid of the competition. Do we know who this UL is financially connected to?
Romulus_ut3
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#5537122 Posted on: 04/12/2018 04:16 PM
This is tragic to say the least.
At least we'll be making fun of the name "Underwrites Laboratories" as Undie Liberators.
So there's that.
This is tragic to say the least.
At least we'll be making fun of the name "Underwrites Laboratories" as Undie Liberators.
So there's that.
Denial
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#5537123 Posted on: 04/12/2018 04:17 PM
Lol.. UL has been around for literally a hundred years (founded in 1894). It's stamp is on a bunch of stuff here in the US. In terms of recognition I'd say UL is far more recognized.. just not in the software space.
Quote from their site:
Idk whether the name decision was good for marketing or not but I just find it amusing how little people know who they are given how many products they certify - apparently they are active in over 100 countries as well. As a kid I always used to wonder what all the stamps were on the bottom of various products, UL was almost always there.
This doesn't make any sense. When you have a company with a poor/unknown reputation and you buy a company with brand recognition you don't just throw that away. This seems more like somebody looking to get rid of the competition. Do we know who this UL is financially connected to?
Lol.. UL has been around for literally a hundred years (founded in 1894). It's stamp is on a bunch of stuff here in the US. In terms of recognition I'd say UL is far more recognized.. just not in the software space.
Quote from their site:
UL is a global leader in testing, inspection, certification, auditing and validation. The UL Mark is the single most accepted Certification Mark in the United States, appearing on 22 billion products annually.
Idk whether the name decision was good for marketing or not but I just find it amusing how little people know who they are given how many products they certify - apparently they are active in over 100 countries as well. As a kid I always used to wonder what all the stamps were on the bottom of various products, UL was almost always there.
Kaarme
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#5537131 Posted on: 04/12/2018 04:46 PM
I know what LU is, it's a huge cookie manufacturer, but I've never heard of any UL. I guess the UL folks think it's time to change their incognito status, and using Futuremark as a sacrifice is an efficient way to do it.
I know what LU is, it's a huge cookie manufacturer, but I've never heard of any UL. I guess the UL folks think it's time to change their incognito status, and using Futuremark as a sacrifice is an efficient way to do it.
Embra
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#5537133 Posted on: 04/12/2018 05:07 PM
Most anything USA made will carry the UL mark.
Most anything USA made will carry the UL mark.
Srsbsns
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#5537138 Posted on: 04/12/2018 05:17 PM
Lol.. UL has been around for literally a hundred years (founded in 1894). It's stamp is on a bunch of stuff here in the US. In terms of recognition I'd say UL is far more recognized.. just not in the software space.
Quote from their site:
Idk whether the name decision was good for marketing or not but I just find it amusing how little people know who they are given how many products they certify - apparently they are active in over 100 countries as well. As a kid I always used to wonder what all the stamps were on the bottom of various products, UL was almost always there.
Okay I was not aware it was that UL. Still though its a strange move.
Lol.. UL has been around for literally a hundred years (founded in 1894). It's stamp is on a bunch of stuff here in the US. In terms of recognition I'd say UL is far more recognized.. just not in the software space.
Quote from their site:
Idk whether the name decision was good for marketing or not but I just find it amusing how little people know who they are given how many products they certify - apparently they are active in over 100 countries as well. As a kid I always used to wonder what all the stamps were on the bottom of various products, UL was almost always there.
Okay I was not aware it was that UL. Still though its a strange move.
spectatorx
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#5537144 Posted on: 04/12/2018 05:40 PM
Company is named UL, benchmarks now will be renamed to LI.
Company is named UL, benchmarks now will be renamed to LI.
wavetrex
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Posts: 457
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#5537190 Posted on: 04/12/2018 08:26 PM
In Europe that stamp is "CE" (and there are others like TÜV in Germany)
And it is why probably nobody around here ever heard of UL.
Not everyone lives on the same side of the pond ;-)
apparently they are active in over 100 countries as well
In Europe that stamp is "CE" (and there are others like TÜV in Germany)
And it is why probably nobody around here ever heard of UL.
Not everyone lives on the same side of the pond ;-)
Denial
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#5537192 Posted on: 04/12/2018 08:31 PM
In Europe that stamp is "CE" (and there are others like TÜV in Germany)
And it is why probably nobody around here ever heard of UL.
Not everyone lives on the same side of the pond ;-)
Ya I know it's not ubiquitous but it just surprised me how few people heard of UL - people were talking about it over on reddit as well.
Apparently UL uses different markings for the EU:
https://www.ul.com/marks/ul-listing-and-classification-marks/appearance-and-significance/marks-for-europe/
Maybe you've seen some of those but didn't necessarily know it was UL?
In Europe that stamp is "CE" (and there are others like TÜV in Germany)
And it is why probably nobody around here ever heard of UL.
Not everyone lives on the same side of the pond ;-)
Ya I know it's not ubiquitous but it just surprised me how few people heard of UL - people were talking about it over on reddit as well.
Apparently UL uses different markings for the EU:
https://www.ul.com/marks/ul-listing-and-classification-marks/appearance-and-significance/marks-for-europe/
Maybe you've seen some of those but didn't necessarily know it was UL?
Fox2232
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Posts: 8498
Joined: 2012-07-20
#5537197 Posted on: 04/12/2018 08:37 PM
Ya I know it's not ubiquitous but it just surprised me how few people heard of UL - people were talking about it over on reddit as well.
Apparently UL uses different markings for the EU:
https://www.ul.com/marks/ul-listing-and-classification-marks/appearance-and-significance/marks-for-europe/
Maybe you've seen some of those but didn't necessarily know it was UL?
Only one from that list I know is:
That UL there is usually unreadable and looks like weird VL/YL. Not that it matters, I still see no good reason for changing established brand name.
I simply do not like way it will look.
Ya I know it's not ubiquitous but it just surprised me how few people heard of UL - people were talking about it over on reddit as well.
Apparently UL uses different markings for the EU:
https://www.ul.com/marks/ul-listing-and-classification-marks/appearance-and-significance/marks-for-europe/
Maybe you've seen some of those but didn't necessarily know it was UL?
Only one from that list I know is:
That UL there is usually unreadable and looks like weird VL/YL. Not that it matters, I still see no good reason for changing established brand name.I simply do not like way it will look.
allesclar
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#5537198 Posted on: 04/12/2018 08:39 PM
oh well, was good while it lasted.
oh well, was good while it lasted.
user1
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#5537203 Posted on: 04/12/2018 08:42 PM
This is a mistake imo, Futuremark is a better brand, rather backwards to buy a company that has built a well known brand, only to discard it.
This is a mistake imo, Futuremark is a better brand, rather backwards to buy a company that has built a well known brand, only to discard it.
droopy_ro
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#5537216 Posted on: 04/12/2018 09:20 PM
Made in China > UL.
Made in China > UL.
Click here to post a comment for this news story on the message forum.
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UltraLame "name"?