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<H1>[Mageia-dev] Art, Logo and Branding</H1>
<B>Peter Watson</B>
<A HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Art%2C%20Logo%20and%20Branding&In-Reply-To=%3C201009231459.59107.pw%40pwatson.me.uk%3E"
TITLE="[Mageia-dev] Art, Logo and Branding">pw at pwatson.me.uk
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<I>Thu Sep 23 15:59:40 CEST 2010</I>
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<PRE>On Thursday 23 September 2010 14:00:22 Graham Lauder wrote:
><i> The artguide and logo guidelines are seriously incomplete and
</I>need a lot of
><i> work. Free software projects have a history of rushing into
</I>branding that
><i> they will be stuck with for a very long time, from logo to colour
</I>scheme to
><i> pallett. If it's not thought through and given the consideration it
</I>needs,
><i> it can turn into a millstone around the projects neck or a chaotic
</I>round
><i> of ever changing looks that confuses the market.
</I>><i>
</I>><i> The project needs to get it's branding process it's organised. Until
</I>then
><i> everything should be fluid, even the name should be seen as a
</I>"Working
><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
</I>of the first
><i> release.
</I>><i> The brand that is created now, will shackle the Marketing team for
</I>all
><i> time. The marketing team will only hang around if the brand is
</I>good.
><i> Hackers need the tools to do their job, if the IDE they are forced to
</I>use
><i> when making code is a pile of shit then they'll go elsewhere. It's
</I>the
><i> same with marketers, give them a good brand and they'll come in
</I>droves to
><i> be part of it.
</I>><i>
</I>><i> Ubuntu's strength was in that initial marketing, targeted at 18 to
</I>35 age
><i> group with warm a comforting and attractive pallett (Browns Reds
</I>and
><i> Yellows) and a slightly zany way of doing things (Warty Warthog and
</I>so on)
><i> They identified a market of young people of above average
</I>intelligence
><i> who were not satisfied with the cold clinical professional brand of
</I>><i> principal market 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
</I>should do
><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
</I>with a
><i> branding that feels good to their own community, while ignoring
</I>the market.
><i> And make no bones about it, much of the reason that Ubuntu
</I>gets lots of
><i> developers is because of it's wide user base. That makes it sexy,
</I>the
><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
</I>same market for
><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
</I>traditions to give
><i> them a name and a story: Ubuntu = Humanity to Humans and a
</I>logo that
><i> reflects and enhances that story.
</I>><i>
</I>><i> For me, for this project, I think it's untapped branding strength is
</I>in
><i> it's Latin South American Heritage. Connectiva.
</I>><i>
</I>><i> Connection,
</I>><i> Computers are about connecting with others and when the world
</I>thinks about
><i> South America and connecting they think Dance, .. Tango. If it was
</I>my
><i> project in these circumstances I'd be calling it Tango-Linux. The
</I>name
><i> even immediately evokes the branding colours and the pallet, Bold
</I>Blacks,
><i> Fiery Reds and silvers, the colours of passion. Tango evokes
</I>passion,
><i> rebellion but at the same time precision and teamwork.
</I>><i>
</I>><i> Unfortunately there is already a Tango Linux, not to mention the
</I>Tango Icon
><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
</I>consideration
><i> given to the branding elements at this point before we start voting
</I>on
><i> logos and the like and I would like to see everything up for
</I>discussion,
><i> name included, we are brand new, the world is watching, this is
</I>our unique
><i> opportunity we need to stamp our mark boldly but with serious
</I>><i> consideration of our goals.
</I>><i>
</I>><i> Of course the communities desire maybe just to stay as a small
</I>minor player
><i> in the desktop universe, but if that's the case this is not the
</I>Mandrake I
><i> knew back at 8.0 when It was on every other computer magazine
</I>cover CD,
><i> and it was going after the market in a big way, not worrying about
</I>the
><i> Ubuntus and Redhats but out to take down the Redmond machine.
</I>Personally
><i> I think that spirit is still there.
</I>
A large number of the posts on these forums have really been about
fairly trivial issues compared with this one.
Graham's contribution is thoughtful and serious and if taken up now
could have a fundamental impact or otherwise on the succces of this
distribution.
Now we really need someone with marketing expertise to drive this
issue forward.
Question is WHO?
Peter Watson
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