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From Alex Karasulu <>
Subject Re: [DISCUSS] The CloudStack Brand
Date Tue, 10 Jul 2012 09:52:35 GMT
On Tue, Jul 10, 2012 at 6:15 AM, David Nalley <> wrote:

> On Mon, Jul 9, 2012 at 10:41 PM, David Nalley <> wrote:
> > Hi folks:
> >
> > So one of the things that PMCs are charged with is maintaining the
> > brand of a project[1][2], and while it's a responsibility of the PMC,
> > I brought the discussion here to enable some broader conversations and
> > to solicit input from folks in general.
> >
> > This discussion is not about the mascot - but rather the name and
> > logo. (or in trademark terms, the wordmark, logo, logotype)
> >
> > As a project we are provided tremendous flexibility in establishing
> > our brand - you'll even note some projects have completely changed
> > their name (Cordova nee CallBack, nee Phonegap). In this email I am
> > not going to share my opinion (I'll follow up with that in a bit), but
> > rather want to call for participation on this topic. Please weigh in.
> >
> > --David
> >
> > [1]
> > [1]
> Hi folks,
> I am back, this time with my opinion. I am breaking this up into two
> sections:
> 1. my stance
> 2. my reasoning
> Branding is an interesting thing to me, and I am biased wrt to this
> project, as I think I had a small part in promoting the existing
> CloudStack brand.
> #Stance
> My personal stance is that the name should be 'Apache CloudStack' .
I am in complete agreement, especially since the mark has already been
taken by Citrix and most likely is clear and free for Apache after the

Also there's no reason to abandon all the investment to date on this mark.
You summarize all these very well in the justification section below.

> For the record, you can see the two different types of brand logos
> currently in use here:
> The main logo is center of the page - and says cloudstack in blue and
> gray with a ruled line and 'open source cloud computing' below it.
> The secondary logo is in the top left hand of the page above - and
> just has cloudstack in blue and gray. (best seen with firefox or
> chrome, I seem to recall IE not liking SVGs, but maybe that's a
> non-issue now).
> There's been some discussion of adding some Apache elements like the
> feather or the 'Apache' wordmark, and while I am thrilled to be at the
> ASF, I don't personally want to see us do this, and I'll discuss that
> below as well.
> #Justifications:
> * The 'Apache CloudStack' name shows both our lineage (CloudStack) and
> our (hopeful) future at the ASF - and it complies with the incubator
> guidelines to boot.
> * This logo is already widely in use, and all things considered is
> relatively well spread for an open source brand as nascent as it is.
> * This logo is already on thousands of items of swag from luggage tags
> to tshirts and everything in between
> * The current logo works well even in single color, which is
> economical should we desire to produce swag or use it in print.
> * I'd argue the current brand is pretty good, and changing it,
> especially if it's a drastic change is a decent amount of work to get
> done.
> * (Warning: Lazy side of me appearing) If there's nothing broken, we
> shouldn't expend the cycles on reinventing the brand which distracts
> us from the real objective of the project.
> ##Reasons for not adding Apache elements:
> * Some of the most successful ASF projects do not have either the
> wordmark in their logo or feather-logo. Namely Hadoop, Cassandra, etc.
> * The incubator frowns on projects with an undue fascination with the
> Apache brand.[1]
> * If it's the feather-log it becomes much more difficult to print
> ## Potential downsides
> There are some downsides - I realize that - and am even happy to point
> them out.
> 1. There was previously a commercial product (as well as the project)
> also known as CloudStack - and the producer of that product still has
> some folks that can't discern the difference between the ASF project
> and their product based on the ASF-project. (this is a training
> problem with individuals, not the body corporate IMO, but I am biased)
> 2. There's some striking similarity to another IaaS project, though
> FWIU the two names originated within a few months of each other.
> Your thoughts, comments, and flames are welcome
> --David
> [1]

Best Regards,
-- Alex

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