Digital Europe Trying to Create Standardized Logo for 4K Ultra HD in Europe
by Stephan Jukic – September 19th, 2014
Apparently following in the same footsteps as the Consumer Electronics Association in the United States, Digital Europe, the European digital technology standards improvement organization, has made it its business to create a standardized logo for the 4K technology that is being increasingly installed in newer model TVs, projectors and PC monitors; in other words, any device capable of playing Ultra HD video.
As was the case with the “HD Ready” stickers of the past, the idea of the new Ultra HD logo of Digital Europe’s is to let consumers find out about and easily know at a glance whether the device they’re buying is going to be a Full HD capable technology that can play no higher than 1920 x 1080 pixels or a Ultra HD device that plays 4K video at a minimum of 3840 x2 2160 pixels.
According to the new logo guidelines put out by Digital Europe, any manufacturer of 4K display products can include the logo in the branding and marketing for their devices if they like, but they’ll have to do so under Digital Europe’s guidelines.
John Higgins, Director General of Digital Europe explained, “We are delighted that some broadcasters have already started to explore content production using Ultra HD. With the launch of the Ultra HD logo, many more viewers will be able to buy the new generation of screens and take advantage of Ultra HD content from external sources as it becomes available”.
The guidelines specifically state that equipment with the new logo must be able to display video in a resolution of at least 3840 x 2160 pixels, include an HDMI 2.0 port (for uploading of 4K content from external sources ad also have at least 8 bits of color depth. Furthermore, all devices with the logo must be able to work with other Ultra HD connected devices.
This entire project closely mirrors what the Consumer Electronics Association is also doing on the North American and international market. However, the CEA is creating two logos, one which labels displays (mainly TVs) that are capable of handling UHD 4K resolution and another logo that also uses the word “connected”, which will be used to label products that are capable of displaying 4K and also capable of accepting and decoding streamed 4K content.
This distinction is important according to the CEA because while all 4K TVs can by default display 4K content already connected to them through an HDMI port, only some Ultra HD TVs and monitors can also accept web based content streams.
Those that can must also be equipped to decode HEVC signals, since HEVC is the video compression technology used to stream data intense 4K signals in a leaner form across web connections.
The Digital Europe logo makes no such distinctions and is a singular logo that simply states “Ultra HD”. The CEA logos both also include the term “4K” so as to allow consumers to understand that 4K and Ultra HD are the same thing as far as buying a TV is concerned.
OF course, 4K Ultra HD also needs much more content before it can really become mainstream and although the logos from both organizations will help improve consumer awareness, practical benefits like great content options are what will also increase consumer purchases of UHD displays and TVs.
Story by 4k.com