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diff --git a/zarb-ml/mageia-dev/20100923/000163.html b/zarb-ml/mageia-dev/20100923/000163.html new file mode 100644 index 000000000..6b0ad8a0f --- /dev/null +++ b/zarb-ml/mageia-dev/20100923/000163.html @@ -0,0 +1,152 @@ +<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 3.2//EN"> +<HTML> + <HEAD> + <TITLE> [Mageia-dev] Art, Logo and Branding + </TITLE> + <LINK REL="Index" HREF="index.html" > + <LINK REL="made" HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Art%2C%20Logo%20and%20Branding&In-Reply-To=%3C201009240100.22427.yorick_%40openoffice.org%3E"> + <META NAME="robots" CONTENT="index,nofollow"> + <META http-equiv="Content-Type" content="text/html; charset=us-ascii"> + <LINK REL="Previous" HREF="000176.html"> + <LINK REL="Next" HREF="000164.html"> + </HEAD> + <BODY BGCOLOR="#ffffff"> + <H1>[Mageia-dev] Art, Logo and Branding</H1> + <B>Graham Lauder</B> + <A HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Art%2C%20Logo%20and%20Branding&In-Reply-To=%3C201009240100.22427.yorick_%40openoffice.org%3E" + TITLE="[Mageia-dev] Art, Logo and Branding">yorick_ at openoffice.org + </A><BR> + <I>Thu Sep 23 15:00:22 CEST 2010</I> + <P><UL> + <LI>Previous message: <A HREF="000176.html">[Mageia-dev] State of the kitchen +</A></li> + <LI>Next message: <A HREF="000164.html">[Mageia-dev] Art, Logo and Branding +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#163">[ date ]</a> + <a href="thread.html#163">[ thread ]</a> + <a href="subject.html#163">[ subject ]</a> + <a href="author.html#163">[ author ]</a> + </LI> + </UL> + <HR> +<!--beginarticle--> +<PRE>The artguide and logo guidelines are seriously incomplete and need a lot of +work. Free software projects have a history of rushing into branding that +they will be stuck with for a very long time, from logo to colour scheme to +pallett. If it's not thought through and given the consideration it needs, it +can turn into a millstone around the projects neck or a chaotic round of ever +changing looks that confuses the market. + +The project needs to get it's branding process it's organised. Until then +everything should be fluid, even the name should be seen as a "Working Title". + +So therefore: + +We need to identify our vision, +Identify the way we want the world to see us. +We need to identify our target market +and then come up with a Brand to suit that market. + +The brand does not have to be out there until the announcement of the first +release. +The brand that is created now, will shackle the Marketing team for all time. +The marketing team will only hang around if the brand is good. Hackers need +the tools to do their job, if the IDE they are forced to use when making code +is a pile of shit then they'll go elsewhere. It's the same with marketers, +give them a good brand and they'll come in droves to be part of it. + +Ubuntu's strength was in that initial marketing, targeted at 18 to 35 age +group with warm a comforting and attractive pallett (Browns Reds and Yellows) +and a slightly zany way of doing things (Warty Warthog and so on) They +identified a market of young people of above average intelligence who were +not satisfied with the cold clinical professional brand of principal market +leader. + +This group had several advantageous facets to them. +1) They were leaders and early adopters of new technology +2) They were rebellious to a degree +3) They had a very positive view of themselves +4) They felt that they deserved to be noticed and that the world should do +stuff for them. + +So Ubuntu's branding is aimed directly at that market and very successfully. + +The problem that many projects suffer from is that they come up with a +branding that feels good to their own community, while ignoring the market. +And make no bones about it, much of the reason that Ubuntu gets lots of +developers is because of it's wide user base. That makes it sexy, the +opportunity to be famous: "I am part of that.." + +Now there is a good argument to be made for going after the same market for +all of the above reasons. + +We can learn some lessons from the way Ubuntu did things. + +They leveraged their location, used a local language and traditions to give +them a name and a story: Ubuntu = Humanity to Humans and a logo that reflects +and enhances that story. + +For me, for this project, I think it's untapped branding strength is in it's +Latin South American Heritage. Connectiva. + +Connection, +Computers are about connecting with others and when the world thinks about +South America and connecting they think Dance, .. Tango. If it was my project +in these circumstances I'd be calling it Tango-Linux. The name even +immediately evokes the branding colours and the pallet, Bold Blacks, Fiery +Reds and silvers, the colours of passion. Tango evokes passion, rebellion +but at the same time precision and teamwork. + +Unfortunately there is already a Tango Linux, not to mention the Tango Icon +project, but you get the idea. + + +To conclude: my point is that there needs to be much more consideration given +to the branding elements at this point before we start voting on logos and the +like and I would like to see everything up for discussion, name included, we +are brand new, the world is watching, this is our unique opportunity we need +to stamp our mark boldly but with serious consideration of our goals. + +Of course the communities desire maybe just to stay as a small minor player in +the desktop universe, but if that's the case this is not the Mandrake I knew +back at 8.0 when It was on every other computer magazine cover CD, and it was +going after the market in a big way, not worrying about the Ubuntus and +Redhats but out to take down the Redmond machine. Personally I think that +spirit is still there. + + +-- +Graham Lauder, +OpenOffice.org MarCon (Marketing Contact) NZ +<A HREF="http://marketing.openoffice.org/contacts.html">http://marketing.openoffice.org/contacts.html</A> + +OpenOffice.org Migration and training Consultant. + +INGOTs Assessor Trainer +(International Grades in Open Technologies) +www.theingots.org +</PRE> + + + +<!--endarticle--> + <HR> + <P><UL> + <!--threads--> + <LI>Previous message: <A HREF="000176.html">[Mageia-dev] State of the kitchen +</A></li> + <LI>Next message: <A HREF="000164.html">[Mageia-dev] Art, Logo and Branding +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#163">[ date ]</a> + <a href="thread.html#163">[ thread ]</a> + <a href="subject.html#163">[ subject ]</a> + <a href="author.html#163">[ author ]</a> + </LI> + </UL> + +<hr> +<a href="https://www.mageia.org/mailman/listinfo/mageia-dev">More information about the Mageia-dev +mailing list</a><br> +</body></html> |