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.