The 1394 Trade Association, the body in charge of promoting the IEEE 1394 transmission standard, has announced the association will officially adopt Apple's FireWire trademark, logo and symbol as a brand identity for the IEEE 1394. "Apple is delighted that the 1394 Trade Association has decided to adopt FireWire as a brand identity," said Phil Schiller, Apple's senior vice president of worldwide product marketing. "This is yet another significant sign that FireWire momentum continues to build in the marketplace." This is no-fee license agreement between the TA and Apple. Apple also has the right to sub-license the FireWire Trademark for use on products, packaging and promotion of the standard. "The adoption of FireWire as our promotional and compliance logo gives consumers a simple way to identify products based on this connection standard," said Brian Eble, director of marketing of the 1394 Trade Association. "This agreement makes FireWire the recognizable brand for 1394 enabled products." Market research firm In-Stat/MDR predicts that FireWire will be included on more than 64 million personal computers and nearly 100 million digital devices by the end of this year.