The USB Implementers Forum (USB-IF) will stop referring to its products as SuperSpeed and USB 4. The company wants to be more clear when talking to customers. The new names should show the maximum throughput and the most weight that can be carried.

With its most recent branding and logo guidelines, it is going even further, simplifying its old branding and announcing the end of its SuperSpeed branding, which has been in place for a decade. If the name does not sound familiar, it is most likely because you, like most people, referred to it by its USB 3 version number. In addition, the USB-IF is discontinuing the use of USB4 as a brand name for consumers.

According to Jeff Ravencraft, president and chief operating officer of the USB-IF, the changes went into effect this quarter and could begin appearing on products and packaging as early as the end of the year. However, products that were already approved prior to the change can continue to use the old brand names.

So, instead of referring to USB devices by a version number or vague name like “SuperSpeed,” the USB-IF wants companies to use branding that reflects these all-important specs. “SuperSpeed USB 5Gbps” and “SuperSpeed USB 10Gbps” are now just “USB 5Gbps” and “USB 10Gbps” respectively, while “USB4 40Gbps” and “USB4 20Gbps” are becoming “USB 40Gbps” and “USB 20Gbps.”

The USB organisation will no longer use the SuperSpeed and USB 4 names.