The CEA Wants to Help 4K Standardization Through New Logos

by on September 18, 2014

by Stephan Jukic – September 18th, 2014

The 4K technology that just a year and a half ago was barely known is now becoming a standard feature across many of the flagship TVs of every major electronics manufacturer. Interchangeably known as either 4K or UHD, (Ultra High Definition) –even though the two labels don’t necessarily mean the same thing— the resolution format of the future is moving closer every day towards being both more of a really recognizable brand and something that’s not hard to explain to customers.

In the U.S, one organization that’s trying to help push this 4K branding forward is the CEA, or Consumer Electronics Association, and their doing it at least in part through some new logos for Ultra HD.

They’ve recently unveiled these logos and plan on pushing for them to be used in the labeling of 4K UHD products that include TVs, monitors, projectors, cameras and even movies down the road.

Because both 4K and Ultra HD are used interchangeably, the two terms can be confusing to many consumers and the fact that one usually means the other may be lost on many who don’t yet know about Ultra HD resolution. Because of this, the new logos will feature both pieces of terminology for the sake of associating them firmly together.

In reality of course, while 4K is always a UHD technology, UHD need not necessarily be 4K.  4K generally describes resolution formats of between 3840 x 2160 pixels and 4096 x 2160 pixels, all of which offer more than 8 million pixels or in other words, just above 4 times the resolution of normal Full HD at 1920 x 1080 pixels.

UHD on the other hand can be used to define either the 4K resolutions described above or the much more expansive 8K format, which means 7680 x 4320 pixels or even more.

However, for the sake of simplicity and because 8K resolution is still several years away from any consumer market sales, 4K and UHD will go together in the new CEA sponsored logos.

According to CEA president and CEO Gary Shapiro, “the new logos mark another important milestone as the inevitable evolution to 4K Ultra HD continues”. He also claimed that, “These logos and consistent nomenclature will help consumers navigate the 4K Ultra HD marketplace and assist them in having a great experience at retail and at home”.

Thus far, the most important TV releases for all major brands in 2014 have been about including and showcasing 4K Ultra HD resolution and other related image quality features. Some of these 4K brands include flagship TVs such as the Bravia line from Sony and the latest TVs from Samsung, Sony and LG.

Also, each company has thus far used slightly different terminology to describe their versions of the same thing: Sony uses just “4K”, Samsung has been sticking more with “Ultra High Definition” and LG has dubbed its TV sets as having “4K Ultra HD”.

New 4K UHD logos from the CEA

The CEA’s two new Logo types for 4K TVs and other products

One of the logos simply says “4K ULTRA HD” while the other says “4K ULTRA HD CONNECTED”. The difference between the two is used to distinguish between TVs or other displays and products that just have 4K resolution technology and TVs or Displays which are able to access “connected” services that by definition consist of IP delivered Ultra HD content through WiFi, Ethernet or other web connections.

Total revenue from 4K TV sales in 2015 is expected to exceed $5 billion dollars; an enormous increase from virtually nothing just three years ago when the technology first became available.

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