Thursday, April 12th 2018

FutureMark Corporation Sees Its Name Changed to... Parent Company's "UL"

Futuremark, makers of probably the most recognizable benchmarks out there, have announced they are getting a company rebrand. The announcement has come via a blog post on their site, citing a "new home" for the company. UL, a company that has existed for more than a hundred years and that specializes in testing, inspection, auditing, and certification services and solutions, purchased FutureMark back in 2014, and is now looking to streamline the company's branding to their own.

The move will see FutureMark rebrand itself to "UL Benchmarks" as soon as April 23rd. Everything but the branding - and the hosting websites should remain the same. FutureMark's benchmarks databases will be relocated to benchmarks.UL.com. The company has reaffirmed its commitment in that everything will remain the same, save for the new coat of paint; the mission and intention behind UL Benchmarks will be the same as with FutureMark. I'd say there's something of a missing opportunity here, though; Underwrites Laboratories (the meaning of "UL") seems much better suited for a benchmarking company, whilst also keeping thematical relevance with the parent company's name. But oh well.
Source: FutureMark
Add your own comment

14 Comments on FutureMark Corporation Sees Its Name Changed to... Parent Company's "UL"

#1
Slizzo
Ugh, should have kept it the way it was.

Oh well.
Posted on Reply
#2
natr0n
MadOnion was better
Posted on Reply
#3
dir_d
This is definitely better and now makes the benchmarks seem much more official. There's a UL listing on just about every bit of electrical equipment. Now we will have it on benchmarks, in the future maybe even games and code?
Posted on Reply
#4
BadFrog
I preferred the FUTUREMARK name with UL under it then rebranding it all together imo
Posted on Reply
#5
Paganstomp
For those to young to remember... :P

<div class="youtube-embed" data-id="bYYgECIAj2E"><img src="https://i.ytimg.com/vi/bYYgECIAj2E/hqdefault.jpg" /><div class="youtube-play"></div><a href="https://www.youtube.com/watch?v=bYYgECIAj2E" target="_blank" class="youtube-title"></a></div>
Posted on Reply
#6
xorbe
Am guessing adjusting results just got more expensive.
Posted on Reply
#7
dj-electric
Screw it. Futuremark's benchmarks not as popular as they used to be anyway, and there are enough good ones for free
Posted on Reply
#8
lexluthermiester
"Raevenlord said:
Underwriters Laboratories (the meaning of "UL")
Correction..

"natr0n said:
MadOnion was better
Yeah, I kinda miss that too.
Posted on Reply
#9
RejZoR
I can only say one thing. Idiots. They've already rebranded themselves back then into MadOnion. And it was a stupid name. And same goes for UL Benchmarks. It's stupid and meaningless.

Reasons? FutureMark means "benchmarks for the future". And you don't change brandings when you have great reputation on them. It's why Coca Cola has hardly changed it's visual design and has kept the same name for ages. You see a bottle with red and white label with dark drink inside and you'll know it's Coca Cola without actually reading anything. Rolex crown? Same. Ferrari's prancing horse? Same. Mercedes 3 prong star? Same. Apple's bitten apple logo? Same. You don't change things that work, are established, are unique and even have a meaning.

It doesn't matter what the parent company is, you keep the name. That's an equivalent of renaming "Bugatti" or "Audi" brand to Volkswagen just because VW bought them. You don't do that. We all know that VW is their parent company, but the original name remained, because it's well known and reputable.
Posted on Reply
#10
Vayra86
So now we run these benchies for one reason only

For the ULZ
Posted on Reply
#12
Fluffmeister
"natr0n said:
MadOnion was better
I miss my old forum.
Posted on Reply
#13
Th3pwn3r
UL....now I know they're scumbags. I had no clue, now I have a reason to not use their benchmark software. UL is a bully that doesn't give you a sticker if you don't play nice with them, if a product is not UL listed it can't be used on a lot of job sites here in the United States.
Posted on Reply
#14
Assimilator
As long as they don't LI, does it really matter?
Posted on Reply
Add your own comment