‘Company Policy’ Bars Use of Ultra HD Premium Logo, Sony Europe Says

It’s “company policy” for Sony, a founding member of the UHD Alliance, not to use the alliance’s Ultra HD Premium logo (see 1601060049), a Sony Europe executive told us Tuesday during a news briefing at the subsidiary’s headquarters in Weybridge, U.K., on the outskirts of London. Sony’s “flagship” Ultra HD model with high dynamic range “would meet the logo specification” established by the alliance, because it “delivers over 1,000 nits and over 90 percent P3 color, but we are not using the logo,” said Gavin McCarron, Sony Europe technical planning and marketing manager. “We don’t want to confuse the market with too many logos,” McCarron said. “We want to make things simple for our customers. We will use our ‘4K HDR’ logo.” Sony wants to “make things clear for consumers and once they see it, it will become clear,” he said of HDR.