FutureMark To Change Name, Brand and Website towards UL

by Hilbert Hagedoorn on: 04/12/2018 02:50 PM | source: | 34 comment(s)

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."

Related Stories

Futuremark Demonstrates Raytracing Demo with DirectX 12 - 03/21/2018 11:04 AM
Futuremark is thrilled to join Microsoft onstage for the announcement, which we followed with a presentation of our own work in developing practical real-time applications for this exciting new tech....

Download: Futuremark Adds PCMark 10 Basic Edition - 06/22/2017 04:40 PM
You can now download the basic edition of Futuremark PCMark 10. PCMark 10 is easy to install and run, no complicated configuration required. Run the main benchmark and you'll get a PCMark 10 score t...

Futuremark Releases PCMark 10 - 06/05/2017 11:31 AM
Starting today Futuremark is selling the PCMark 10 Professional edition, starting at $1495 per year. PCMark 10 is easy to install and run, no complicated configuration required. Run the main benchma...

Download: Futuremark 3DMark v2.3.3693 - 04/12/2017 02:57 PM
Futuremark has releases 3DMark v2.3.3693, the new build update fixes an issue that affected the scores in the API Overhead feature test with DirectX 11. You can download the new binary from our file-s...

Download: Futuremark Outs 3DMark v2.3.3682 - 04/06/2017 09:35 AM
Futuremark has releases 3DMark v2.3.3682, the new build has obtained a small fix that could cause the API Overhead feature test to fail at the end of the DirectX 12 test on some systems. You can downl...

3 pages 1 2 3

Fox2232
Senior Member

Posts: 9863
Joined: 2012-07-20

#5537109 Posted on: 04/12/2018 03:54 PM

UltraLame "name"?

Koniakki
Senior Member

Posts: 2843
Joined: 2009-09-15

#5537110 Posted on: 04/12/2018 03:54 PM

"benchmarks.ul.com"? Shady AF! :eek:

Srsbsns
Senior Member

Posts: 151
Joined: 2015-01-28

#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?

Romulus_ut3
Senior Member

Posts: 670
Joined: 2013-09-18

#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.

Denial
Senior Member

Posts: 12502
Joined: 2004-05-16

#5537123 Posted on: 04/12/2018 04:17 PM

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
Senior Member

Posts: 1757
Joined: 2013-03-10

#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.

Embra
Senior Member

Posts: 942
Joined: 2014-11-19

#5537133 Posted on: 04/12/2018 05:07 PM

Most anything USA made will carry the UL mark.

Srsbsns
Senior Member

Posts: 151
Joined: 2015-01-28

#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.

spectatorx
Senior Member

Posts: 759
Joined: 2012-05-24

#5537144 Posted on: 04/12/2018 05:40 PM

Company is named UL, benchmarks now will be renamed to LI.

wavetrex
Senior Member

Posts: 749
Joined: 2008-07-16

#5537190 Posted on: 04/12/2018 08:26 PM

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
Senior Member

Posts: 12502
Joined: 2004-05-16

#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?

Fox2232
Senior Member

Posts: 9863
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.

allesclar
Senior Member

Posts: 5634
Joined: 2004-09-04

#5537198 Posted on: 04/12/2018 08:39 PM

oh well, was good while it lasted.

user1
Senior Member

Posts: 1459
Joined: 2016-01-29

#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.

droopy_ro
Member

Posts: 76
Joined: 2018-01-13

#5537216 Posted on: 04/12/2018 09:20 PM

Made in China > UL.

3 pages 1 2 3

Post New Comment

Click here to post a comment for this news story on the message forum.