FutureMark To Change Name, Brand and Website towards UL

UltraLame "name"?

 

"benchmarks.ul.com"? Shady AF!

 

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 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.

 

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.

 

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.

 

Most anything USA made will carry the UL mark.

 

Okay I was not aware it was that UL. Still though its a strange move.

 

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

 

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...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.

 

oh well, was good while it lasted.

 

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.

 

Made in China > UL.

 

My Xbox 360 controller has that UL marking. Now I've seen it! The D marking from that web site is far more common. The most trustworthy is of course FI, unrelated to UL.

 

Seen the (D) mark, seen GS (but the little "UL" in the corner is too small to be noticed).
In both cases it's almost impossible to know who they belong to, unless you start digging for it. It's just a "D" after all, what's so special about it ?

Anyway, back to the subject... sorry to see FutureMark go away into the darnkess...
R.I.P. MadOnion -> FutureMark

 

How many of you actually remember when 3DMark and PCMark were produced by MadOnion?? The change from MadOnion to Futuremark wasn't an issue, so why would changing from Futuremark to UL be a problem? The products will still be named 3DMark and PCMark, respectively. As long as the product names remain the same, people will still recognize them and use them like they have for the last 2 decades.

 

I guess that means all my old benchmarks will be deleted. Maybe I should take some screenshots for posterity.