CEA debuts official 4K UltraHD logos
Michelle Clancy
| 18 September 2014
The Consumer Electronics Association (CEA) has announced new logos to designate 4K UltraHD TVs, monitors and projectors for the home that meet its current core characteristics for the technology.

As devised by CEA's UltraHD Communications Working Group and approved by CEA's Video Division Board, the logos are specifically designed to assist consumers in identifying these 4K UltraHD products in the marketplace.

The logos will be made available for voluntary use by manufacturers for product packaging, marketing materials and promotional activities for 4K UltraHD, which some say will be mainstream within ten years. Two logos will be made available for use – 4K UltraHD and 4K UltraHD Connected – mirroring CEA's voluntary characteristics, which were designed to address various attributes of picture quality and help move toward interoperability, while providing clarity for consumers and retailers alike.

CEA also announced that its Video Division Board approved the use of 4K UltraHD as terminology to be used by CEA to describe the emerging category of display products with more than eight million pixels – four times the resolution of full HD. This updates the terminology adopted by CEA in October 2012 to provide more consistency across the market.

"The new logos mark another important milestone as the inevitable evolution to 4K Ultra HD continues," said CEA president and CEO Gary Shapiro. "These logos and consistent nomenclature will help consumers navigate the 4K UltraHD marketplace and assist them in having a great experience at retail and at home."

CEA is currently developing a licensing agreement for manufacturers who use the new logos.