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Subject [CONF] Apache OpenOffice Community > Branding Style Guide
Date Mon, 16 Jan 2012 04:18:00 GMT
Space: Apache OpenOffice Community (
Page: Branding Style Guide (

Edited by Graham Lauder:

h2. {color:#0e85cd}Introduction{color}

This style guide is loosely based on the original OOo style guide produced by Bernhard Dippold
and Steven Shelton.

This guide is produced for a number of reasons, but the main one is to achieve a consistent
look to present to the world across all media, whether print or electronic.
The aim is to achieve a high level of brand recognition with a brand that reflects the values
and strengths of the project and product.  This is achieved by ubiquity, consistency,
uniqueness, quality and recognisability

The challenge faced by the Community is to achieve quality and consistency when pieces are
being produced by volunteer artists, most often working alone . Not only are there issues
in matching fonts, text styles, and other elements of design, but there are also technical
issues surrounding different colour standards for different media.

For this reason this Style Manual will be here to assist artists in creating promotional pieces
that will have a unified look and feel, as well as render and print consistently.  Each change
in version and style would require the manual to be up dated, so specific pages will be added
for each new release and completed in a timely manner well before feature freeze that allows
any new style elements to be integrated into the release and so any style updates will speak
to marketing materials for that release.

h2. {color:#0e85cd}Pallet{color}

h3. {color:#0e85cd}Short Term Pallet for 3.5 release{color}

Pallet is yet to be defined, however for the first ApacheOO release, consensus is that retention
of the latest Oracle OOo colour pallet is the best course.

[OOo3 Visual design|] covers most
of the colour elements.

|| colour || RGB \\ || CMYK \\ || Hex \\ || Pantone \\ ||
| !0E85CD.png|border=1! | 14 133 205 \\ | 93 35  0 20 \\ | 0E85CD \\ | |
| !87C2E6.png|border=1! | 135 194 230 \\ | 41 16  0 10 \\ | 87C2E6 \\ | |
| !CFE7F5.png|border=1! | 207 231 245 | 16   6  0  4 \\ | CFE7F5
| |
| !ECF5FB.png|border=1! | 236 245 251 \\ | 6   2  0  2
\\ | ECF5FB | |
| White | 255 255 255 \\ | 0  0  0  0 \\ | FFFFFF | |
| Black | 0   0   0 \\ | 0   0   0 100
\\ | 000000 | |


The above are usage cases, desirable and undesirable within the range of the pallet.

h3. {color:#0e85cd}Future Pallet{color}

For ApacheOO 4.0 (If we retain the present version sequencing) there will need to be a new
Pallet drafted to give the brand a new lift.  Historically the pallet has changed through
various shades of blue from the beginning of the OOo project with each new release bugs have
come and gone and new design elements introduced.  There is no reason that the 4.0 release
should not have a entirely new brand, new bugs, new style, to signal a new beginning.

h2. {color:#0e85cd}Logo{color}

h3. {color:#0e85cd}Logo Usage{color}

{color:#000000}It is recommended to use the logo without modifying it, although
you will probably have to scale it down to the appropriate size. Remember the proportionality
of the logo when you rescale it and use the appropriate logo for your purpose (with or without
the version designation) as previously discussed.  Any modifications to fit a specific use
case that has not been anticipated should be discussed on the marketing list{color}

{color:#000000}Please bear in mind that the logo is a complete package: all of the elements
are essential.{color}

h3. {color:#0e85cd}Modifications/Additions to the Logo{color}

{color:#000000}Modifications of the logo are discouraged as being in conflict with the basic
purpose of having a logo: to reinforce a recognizable, memorable “brand.” Except under
very special circumstances, the logo should not be modified to display with different fonts,
colours, or elements than those currently included in the adopted version.{color}

h3. {color:#0e85cd}Bugs{color}

{color:#0e85cd}{*}The bird or "Seagull"*{color} {color:#000000}element of the
logo may be used as a “bug” (design element to be incorporated into background images,
icons, bullets, etc.){color} !gulls3.png|align=right,border=1!
{color:#000000}in either black, gray, or RGB 14:133:205 (or its CMYK or Pantone variants).
It should not be used in any other colour except when referring to a specific component of
the suite, in which case it should be rendered in the colour that matches the
icons of that component. (For instance, the “Impress” bird bug could be rendered in RGB
as R249, G101, B1; “Calc” as R157, G201, B21; and so on. See the section on “colour
Usage” for more details.) However, the complete logo should be included somewhere within
the piece.{color}

{color:#0e85cd}*“wire gulls” or “wireframe gulls”*{color} {color:#000000}have been
used in the background of the splash screen f{color}{color:#000000}rom 2.{color}
!wire gulls.png|align=right,border=1!
{color:#000000}This design is available from{color} {color:#000000}[here|]{color}{color:#000000} 
in both raster and vector formats. While the wire gulls are not part of the official logo
and should not be used as a “bug”, they do make an attractive background for both print
and web pieces. Artists are encouraged to use the wire gulls in this manner. The wire gulls
may be cropped and scaled (and will likely{color} {color:#000000}{_}have{_}{color} {color:#000000}to
be cropped or scaled in most usage), but as with the logo, any resizing should
be proportional (if the wire gulls are scaled to 45% horizontally, they should be scaled to
45% vertically). General colour usage guidelines apply: under most circumstances, the wire
gulls will probably be rendered in black{color} {color:#000000}or RGB 14:133:205 (or its CMYK
or Pantone variants{color} {color:#000000}and screened to approximately 30%, but a different
colour might be appropriate in some contexts (for instance, a piece promoting a specific

{color:#000000}Be aware of rendering problems when printing the wire gulls: at 100% of its
normal size (704 x 546 pixels), the line width of the graphic’s smallest line is 0.01 pixel
and the thickest line is 1.0 pixel.  Scaling the graphic down significantly will make these
lines nearly impossible to print on a press or printer, and may cause the lines to be invisible
or “fuzzy” when displayed on a computer screen.{color}

{color:#000000}Future bugs may come into common use in the future as part of the new branding,
however these must reflect the project and product and must be approved by the community before
they are added to the style guide.{color}


{color:#000000}Because of the many different uses of text in promotional and marketing pieces
(ranging from full-featured brochures over simple web banners to Impress presentations), guidelines
for the use of styles in text are, for the most part, just those: guidelines. They are to
be considered when creating a design, but are nothing like canons that must be followed. Before
deviating from the guidelines, however, any artist working on an piece should
consider the following factors:{color}
* {color:#000000}How 	consistent with other pieces the art will look;{color}
* {color:#000000}The 	nature of the piece (in general, text-heavy pieces should be{color}
{color:#000000}more 	consistent);{color}
* {color:#000000}The 	goal of the project to create a unified, professional image;{color}
* {color:#000000}The 	“look” of the piece; and{color}
* {color:#000000}Readability 	of the copy by the target audience.{color}

{color:#000000}It may or may not be appropriate for a designer to vary from the standards
based upon these factors. In the end, the decision is ultimately that of the designer, but
more consistent and attractive pieces are likely to have greater distribution and impact.{color}

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