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From Alexandro Colorado <...@oooes.org>
Subject Re: [PROPOSAL] Initiate a Contest for Branding of 4.0
Date Tue, 30 Oct 2012 17:40:33 GMT
On 10/26/12, Graham Lauder <yo@apache.org> wrote:
> On Friday 26 Oct 2012 11:04:46 Rob Weir wrote:
>> On Fri, Oct 26, 2012 at 4:36 AM, Graham Lauder <g.a.lauder@gmail.com>
>> wrote:
>> > The launch of 4.0 is a unique opportunity in the life of AOO both now
>> > and
>> > far into the future.
>> >
>> > The branding needs to position us in the market place, be distinctive
>> > and
>> > unique and makes a statement about the product.
>> >
>> > The creation of this requires a skillset that we do not have an over
>> > abundance of in the project.
>> >
>> > The proposal therefore is to initiate a contest to create this new
>> > branding, this would have multiple benefits in terms of community
>> > outreach, marketing and raising brand awareness.
>> >
>> > The contest would be source of the eventual branding of AOO 4.0
>>
>> +1
>>
>> The devil is in the details, but I think a contest can be a great way
>> of getting many ideas, but also promoting AOO 4.0.  It makes it "an
>> event".
>>
>> I think Dave mentioned that another Apache project had a logo contest
>> and received a large number of entries.
>
> Which is why we go with "Branding", it's much broader than just a graphic
> logo.  there's color pallet, overall style, message, tenor, presentation.
> Those who just present a logo in isolation will be filtered early.  Those
> that
> have a grasp of the full depth of the brand but without the whole package
> will
> show early which is why we go back to the responders for more detail later
> on.
> Initial  proposals will to show understanding of the task first up.

Should we have some kind of documentation for proposals, something
like a template. I agree with this concept to understand branding to
its full extend and not just a logo. But is also true that design is a
work in progress and sometimes you get more by presenting different
proposals and styles.

Key here, is where is one aware of this in relation to the contest?


>
>>
>> > The process would be:
>> >
>> > Formulate a RFP with contest details and guidelines (these would
>> > include
>> > the product name and a reasonable outline of our target markets),
>> > timeframe, methodologies of presentation and breadth of branding
>> > elements.
>> >
>> > Perhaps sound out some sponsors for a prize
>> >
>> > Filter responses for eligibility according to the initial criteria
>> >
>> > Filter responses for global appropriateness
>> >
>> > Filter responses for target market relevance
>>
>> It will be important that this filtering is done in a way that
>> everyone sees as fair.  Who judges "global appropriateness", for
>> example?
>>
>> One way might be to appoint a judging panel.
>
> Indeed, although "judging" is probably not the best description, I just
> can't
> think of a better one.  The initial filtering is done on purely objective
> criteria laid out in the RFP.  Global appropriateness is a minefield I
> agree,
> but hopefully we have a broad enough cultural awareness on our L10n list to
>
> help us avoid any clumsy gaffs.

Clumsy is a very subjective term, is there a criteria that needs to be followed?

>>
>> > Communicate with the creators of this first shortlist to get them to
>> > sell
>> > their idea
>> >
>> > Shortlist to a dozen or less based on function (ie usability across
>> > multiple media)
>>
>> For maximum impact we could have blog post and social media campaign
>> to promote the short list of logos and drive traffic to the survey.
>
> +1 good plan, as Ian was saying initial target will be Design Colleges and
> oither such educational institutions.  Any others that may be interested
> could

+1

> be reached by community contact.  The initial contact will ideally be
> concentrated, so we publicise that the RFP will be available on a  specific
>
> date and the submissions will close on another date.  Otherwise it will drag
>
> on.
>
> Experience shows however that logos will continue to come long past the
> closing as people seem to think that their new version is greater than
> anything that has come before and that the whole process will be dumped just
>
> so we can bathe in the light at the feet of the new Michaelangelo!  :)

+1

> Cheers
> GL
>
>>
>> > Create a survey to gauge general public impressions/feelings with
>> > regard
>> > to certain branding criteria: Uniqueness, Impact, Impression and
>> > Representation.
>> >
>> > Reduce and Repeat.
>> >
>> > If no clear "winner" emerges then PMC becomes the tiebreaker
>> >
>> > Lazy consensus 5 days seeing as how the weekend is nearly upon us
>> >
>> > Cheers
>> > GL
>


-- 
Alexandro Colorado
PPMC Apache OpenOffice
http://es.openoffice.org

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