OpenupEd aims to be a distinct quality brand embracing a wide diversity of (institutional) approaches to open up education via the use of MOOCs. As a consequence, OpenupEd partners agreed to develop a quality label for MOOCs tailored to both e-learning and open education. This label was published in January 2014. The associated institutional benchmarking with this label is primarily meant to be applied as an improvement tool, comparing institutional performances with current best practices and leading to measures to raise the quality of its MOOCs and their operation. This process is designed to complement both an institutional course approval process, and ongoing evaluation and monitoring of courses in presentation.