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From: John Kinsella <jlk@stratosec.co>
To: "<cloudstack-dev@incubator.apache.org>"
	<cloudstack-dev@incubator.apache.org>
Subject: Re: [DISCUSS] The CloudStack Brand
Thread-Topic: [DISCUSS] The CloudStack Brand
Thread-Index: AQHNXkXU8pKnsipvqUmE/THdxnR1lpch1+8AgAFF/YA=
Date: Tue, 10 Jul 2012 22:42:07 +0000
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Well put=85think I completely agree on all the points. I can't think of a s=
trong reason not to hold course. The only negative thing I can think of aga=
inst the CloudStack brand is it's not as well known as the other IaaS proje=
ct with the strikingly similar name - hopefully we'll fix that. :)

John

On Jul 9, 2012, at 8:15 PM, David Nalley wrote:

> On Mon, Jul 9, 2012 at 10:41 PM, David Nalley <david@gnsa.us> wrote:
>> Hi folks:
>>=20
>> 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.
>>=20
>> This discussion is not about the mascot - but rather the name and
>> logo. (or in trademark terms, the wordmark, logo, logotype)
>>=20
>> 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.
>>=20
>> --David
>>=20
>> [1] http://www.apache.org/dev/pmc.html#brand-policy
>> [1] http://www.apache.org/foundation/marks/responsibility
>=20
>=20
>=20
> Hi folks,
>=20
> I am back, this time with my opinion. I am breaking this up into two sect=
ions:
> 1. my stance
> 2. my reasoning
>=20
> 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.
>=20
> #Stance
> My personal stance is that the name should be 'Apache CloudStack' .
>=20
> For the record, you can see the two different types of brand logos
> currently in use here:
> http://people.apache.org/~ke4qqq/runbook/
>=20
> 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.
>=20
> 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).
>=20
> 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.
>=20
> #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.
>=20
> ##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.
> http://hadoop.apache.org/images/hadoop-logo.jpg
> http://www.flickr.com/photos/sog/4561537432/
> * 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
>=20
> ## Potential downsides
>=20
> 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.
>=20
> Your thoughts, comments, and flames are welcome
>=20
> --David
>=20
> [1] http://incubator.apache.org/guides/proposal.html#template-brand-fasci=
nation
>=20