When SuperSpeed USB was announced in 2007, the branding was a logical differentiator. The term launched with USB 3.0, which brought maximum data transfer rates from USB 2.0’s measly 0.48 Gbps to 5 Gbps. But by 2022, there were three versions of SuperSpeed USB in different consumer connector types, plus the potentially faster USB4. Looking ahead, USB products will continue to offer different performance options while looking the same, but at least there’s one thing we can all agree on: the word “SuperSpeed” is no longer a useful differentiator.
SuperSpeed branding already felt pretty inconspicuous in 2019, when the USB-IF, which makes USB standards, renamed USB 3.0 to USB 3.1 Gen 1; USB 3.1 to USB 3.1 Gen 2 and then USB 3.2 Gen 2; and USB 3.2 to USB 3.2 Gen 2×2. The group tried to make things easier for consumers by recommending that suppliers not label products with the name of the specification, but with “SuperSpeed USB” followed by maximum speed (for example, USB 3.2 Gen 2×2 would be SuperSpeed USB 20 Gbps to be).
According to updated guidelines and logos released this quarter that you may see before the end of 2022, as reported today by The Verge, USB-IF now recommends vendors label products as simply USB 20 Gbps (for USB 3.2 Gen 2×2 ), USB 10 Gbps (for USB 3.2 Gen 2), etc. No SuperSpeed needed.
USB4, meanwhile, is getting the same treatment, with the USB-IF recommending USB 40Gbps and USB 20Gbps branding for the spec. When it comes out, USB4 version 2.0 should be called USB 80Gbps.
USB4 Version 1.0, USB Version 2.0, USB 3.2, SuperSpeed Plus, Enhanced SuperSpeed and SuperSpeed+ are defined in the USB Specifications; however, these terms are not intended to be used in product names, messages, packaging or other consumer – facing content,” read the USB-IF language guidelines updated in September [PDF].
The USB-IF still recommends that vendors label USB 2.0, which can take the form of USB-C, USB-A, USB-B, and more, as “Hi-Speed USB” with no performance indicator. Most products that use the USB 2.0 specification are peripherals, such as keyboards and printers, Jeff Ravencraft, USB-IF president and COO, told Ars Technica, so the industry group doesn’t think consumers will view the technology as faster than, let’s say, USB 5 Gbps. The USB-IF also worried that people would confuse “USB 480Mbps” as faster than USB 5Gbps, because of the larger number (we think “USB 0.48Gbps” doesn’t look as nice).
“Hi-Speed USB has been around for over 20 years and is well established in the market, so we have focused our rebranding efforts at 5 Gbps and above,” said the USB-IF spokesperson.
The recommended USB 1.0 branding, meanwhile, is untouched.
For USB-C cables, the USB-IF now recommends packaging and logos show both maximum data transfer rate and power delivery.
This doesn’t change much
The revised recommendations are in line with what many suppliers were already doing: only list speeds without any specification name or the term SuperSpeed. Some suppliers only list USB specification names. With all this in mind, it’s not surprising to see the official demise of SuperSpeed branding, especially with the USB-IF unveiling its optional, SuperSpeed-free USB-C logos a year ago.
The main problem at the heart of USB confusion remains. Even as USB-C becomes more ubiquitous and eventually becomes a legal requirement in some places, USB-C products can have a range of capabilities, including data transfer rates of 0.48–40 Gbps.
The USB-IF guidelines also don’t specify other capabilities, such as Intel Thunderbolt support, whether a cable is active or passive, and PCIe tunneling.
Sharon Harding
But according to Ravencraft, the typical person doesn’t really care about any of those things. The director told The Verge that consumer research groups have shown that most consumers only care about “the highest level of data performance the product can achieve” and “the highest level of power I can get or drive with this product.”
Most people don’t understand USB branding, messaging, revision control or specification names, he told The Verge.
Everything is optional
Despite its efforts to simplify what consumers see, the USB-IF also cannot ensure widespread use of the optional logos and certification. The list of USB-IF certified products contains 2500 items when there are numerous devices, cables and products that use USB.
Ravencraft admitted to Ars that some companies view the costs associated with obtaining USB-IF certification, including passing USB-IF compliance testing and obtaining a USB-IF trademark license agreement, as “prohibited.” There are discounts for USB-IF members.
Ravencraft also suggested that some companies waive certification if they know they are cutting back to cut costs and would thus fail compliance tests.
So the wild west of USB labeling will likely continue to some degree, but customers have options too. Products with USB-IF logos, when available, tell you immediately how much power and speed you can expect. Whether that rate should be considered a super speed is up to you.
