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<H1>[Mageia-dev] Art, Logo and Branding</H1>
<B>Mihai Dobrescu</B>
<A HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Art%2C%20Logo%20and%20Branding&In-Reply-To=%3CAANLkTimyz-OzSZ8E6e7vf8knB2%3D%2BTzYtVSfzodvYccfy%40mail.gmail.com%3E"
TITLE="[Mageia-dev] Art, Logo and Branding">msdobrescu at gmail.com
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<I>Thu Sep 23 15:33:54 CEST 2010</I>
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<PRE>Although Ubuntu's target description suits me well, I think, it did not
catch me. Their palette is in colors of my home, but un my top box I need to
have somethinng geek, shiny, cool, sci-fi, strong, aggressive...
That's why I do prefer an orb as logo, because it is so versatile. The
shape, materials, the symbols. Easy to remember. But I guess it is taken...
Is it?
Ubuntu failed miserably in my case... In look and stability. I think it is
of a good marketing though.
Is the name 'Mageia' immutable? Do you suggest to rename it?
On Thu, Sep 23, 2010 at 4:00 PM, Graham Lauder <<A HREF="https://www.mageia.org/mailman/listinfo/mageia-dev">yorick_ at openoffice.org</A>>wrote:
><i> The artguide and logo guidelines are seriously incomplete and need a lot of
</I>><i> work. Free software projects have a history of rushing into branding that
</I>><i> they will be stuck with for a very long time, from logo to colour scheme to
</I>><i> pallett. If it's not thought through and given the consideration it needs,
</I>><i> it
</I>><i> can turn into a millstone around the projects neck or a chaotic round of
</I>><i> ever
</I>><i> changing looks that confuses the market.
</I>><i>
</I>><i> The project needs to get it's branding process it's organised. Until then
</I>><i> everything should be fluid, even the name should be seen as a "Working
</I>><i> Title".
</I>><i>
</I>><i> So therefore:
</I>><i>
</I>><i> We need to identify our vision,
</I>><i> Identify the way we want the world to see us.
</I>><i> We need to identify our target market
</I>><i> and then come up with a Brand to suit that market.
</I>><i>
</I>><i> The brand does not have to be out there until the announcement of the first
</I>><i> release.
</I>><i> The brand that is created now, will shackle the Marketing team for all
</I>><i> time.
</I>><i> The marketing team will only hang around if the brand is good. Hackers
</I>><i> need
</I>><i> the tools to do their job, if the IDE they are forced to use when making
</I>><i> code
</I>><i> is a pile of shit then they'll go elsewhere. It's the same with marketers,
</I>><i> give them a good brand and they'll come in droves to be part of it.
</I>><i>
</I>><i> Ubuntu's strength was in that initial marketing, targeted at 18 to 35 age
</I>><i> group with warm a comforting and attractive pallett (Browns Reds and
</I>><i> Yellows)
</I>><i> and a slightly zany way of doing things (Warty Warthog and so on) They
</I>><i> identified a market of young people of above average intelligence who were
</I>><i> not satisfied with the cold clinical professional brand of principal market
</I>><i> leader.
</I>><i>
</I>><i> This group had several advantageous facets to them.
</I>><i> 1) They were leaders and early adopters of new technology
</I>><i> 2) They were rebellious to a degree
</I>><i> 3) They had a very positive view of themselves
</I>><i> 4) They felt that they deserved to be noticed and that the world should do
</I>><i> stuff for them.
</I>><i>
</I>><i> So Ubuntu's branding is aimed directly at that market and very
</I>><i> successfully.
</I>><i>
</I>><i> The problem that many projects suffer from is that they come up with a
</I>><i> branding that feels good to their own community, while ignoring the market.
</I>><i> And make no bones about it, much of the reason that Ubuntu gets lots of
</I>><i> developers is because of it's wide user base. That makes it sexy, the
</I>><i> opportunity to be famous: "I am part of that.."
</I>><i>
</I>><i> Now there is a good argument to be made for going after the same market for
</I>><i> all of the above reasons.
</I>><i>
</I>><i> We can learn some lessons from the way Ubuntu did things.
</I>><i>
</I>><i> They leveraged their location, used a local language and traditions to give
</I>><i> them a name and a story: Ubuntu = Humanity to Humans and a logo that
</I>><i> reflects
</I>><i> and enhances that story.
</I>><i>
</I>><i> For me, for this project, I think it's untapped branding strength is in
</I>><i> it's
</I>><i> Latin South American Heritage. Connectiva.
</I>><i>
</I>><i> Connection,
</I>><i> Computers are about connecting with others and when the world thinks about
</I>><i> South America and connecting they think Dance, .. Tango. If it was my
</I>><i> project
</I>><i> in these circumstances I'd be calling it Tango-Linux. The name even
</I>><i> immediately evokes the branding colours and the pallet, Bold Blacks, Fiery
</I>><i> Reds and silvers, the colours of passion. Tango evokes passion, rebellion
</I>><i> but at the same time precision and teamwork.
</I>><i>
</I>><i> Unfortunately there is already a Tango Linux, not to mention the Tango Icon
</I>><i> project, but you get the idea.
</I>><i>
</I>><i>
</I>><i> To conclude: my point is that there needs to be much more consideration
</I>><i> given
</I>><i> to the branding elements at this point before we start voting on logos and
</I>><i> the
</I>><i> like and I would like to see everything up for discussion, name included,
</I>><i> we
</I>><i> are brand new, the world is watching, this is our unique opportunity we
</I>><i> need
</I>><i> to stamp our mark boldly but with serious consideration of our goals.
</I>><i>
</I>><i> Of course the communities desire maybe just to stay as a small minor player
</I>><i> in
</I>><i> the desktop universe, but if that's the case this is not the Mandrake I
</I>><i> knew
</I>><i> back at 8.0 when It was on every other computer magazine cover CD, and it
</I>><i> was
</I>><i> going after the market in a big way, not worrying about the Ubuntus and
</I>><i> Redhats but out to take down the Redmond machine. Personally I think that
</I>><i> spirit is still there.
</I>><i>
</I>><i>
</I>><i> --
</I>><i> Graham Lauder,
</I>><i> OpenOffice.org MarCon (Marketing Contact) NZ
</I>><i> <A HREF="http://marketing.openoffice.org/contacts.html">http://marketing.openoffice.org/contacts.html</A>
</I>><i>
</I>><i> OpenOffice.org Migration and training Consultant.
</I>><i>
</I>><i> INGOTs Assessor Trainer
</I>><i> (International Grades in Open Technologies)
</I>><i> www.theingots.org
</I>><i> _______________________________________________
</I>><i> Mageia-dev mailing list
</I>><i> <A HREF="https://www.mageia.org/mailman/listinfo/mageia-dev">Mageia-dev at mageia.org</A>
</I>><i> <A HREF="https://www.mageia.org/mailman/listinfo/mageia-dev">https://www.mageia.org/mailman/listinfo/mageia-dev</A>
</I>><i>
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