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From Wolf Halton <wolf.hal...@gmail.com>
Subject Re: Aoo logo draft
Date Sun, 18 Dec 2011 04:11:51 GMT
By all means, Graham. Timid marketing is almost as bad as no marketing.  I
am in favor of using the old logos and something dramatically new.

Wolf

http://sourcefreedom.com
On Dec 12, 2011 3:39 PM, "Graham Lauder" <g.a.lauder@gmail.com> wrote:

> On Monday 12 Dec 2011 02:43:08 Rob Weir wrote:
> > On Sun, Dec 11, 2011 at 7:50 AM, Graham Lauder <g.a.lauder@gmail.com>
> wrote:
> > > On Sunday 11 Dec 2011 12:30:48 Andrea Pescetti wrote:
> > >> On 03/12/2011 drew wrote:
> > >> > My best attempt was made to create new artwork which conforms to the
> > >> > design principles as described in the OpenOffice.org branding
> > >> > guidelines documentation.  ...
> > >> >
> https://cwiki.apache.org/confluence/display/OOOUSERS/AOOLogo+proposal
> > >>
> > >> Thank you for your effort. Indeed your draft goes in what I also see
> as
> > >> the right direction: minimal changes to the OpenOffice.org logo in
> order
> > >> to show continuity with respect to OpenOffice.org and at the same time
> > >> introduce the new, slightly different, name.
> > >>
> > >> Regards,
> > >>    Andrea.
> > >
> > > And I have to respectfully disagree.
> > >
> > > Again I repeat, as was forcefully expressed to me, this is an entirely
> > > different project, entirely different owners, entirely different
> > > community. To hang on to bits of the old is counterproductive whereas
> > > going with a new look and style has many advantages in terms of
> > > marketing, and remember that's all a name and logo is, part of the
> > > brand, a marketing tool.
> >
> > It is not so absolute, black & white. In its 10-year history OOo had
> > staff turnover, people joining and leaving the project, as well as
> > plenty of changed code.
>
> I know I was there.  :)  the branding changed between 1.X series (Blue
> waves )
> 2.X ( Dark blue gradients waves gone)  early 3. (Wire gulls graphic) 3.2
> with
> Oracle ~ approx(New colour pallet and logo)  The logo that is used at the
> moment is only a very recent version. The relationship between the birds
> and
> the text is changed and the pallet is different.
>
> >
> > And at Apache many of the community members are from the previous
> > project, and the code is mostly the same.  We're bringing over the
> > wiki and website and forums and Bugzilla intact.
> >
> > So it is a transition, but there is also a lot of continuity.
>
> Oh I agree, but that doesn't give us a story, just  "same old same old"
> with a
> slightly different name, enough of a difference to confuse users
>
>
> >
> > But regardless of the above, the marketing question is "What do we
> > want to users to think about the next release(s)",  I don't think we
> > want to have community transitions determine whether or not change the
> > brand.  It might be an opportunity to do so, but I think we should
> > evaluate this based on the merits as well as the capabilities of our
> > marketing team.
>
> I will reiterate what I said earlier in this thread:
>
> <quote>
> We do not have the advantage of a huge, on the ground, community of
> advocates
> that LO has, so we have to get the media onside and to do that, we have to
> have a story worth publishing.  We need to create the story now.  We have
> the
> basis already, all we need to do is add to it so the it creates excitement
> and
> a buzz.
> <quote>
>
> To our End Users, this is not a minor transition (It may be as far as the
> code
> is concerned, not withstanding the IP review, I don't know I'm not
> qualified
> to comment) , it is a paradignm shift, I can't think of a better reason to
> relaunch with a new brand.  As far as our end users are concerned, the
> project
> is going through a period of complete inactivity.  The Download site breaks
> intermetently, multiple parts of OOo enduser space are either broken or
> irrelevant, to them the project is in a coma.  We need to make the new
> chapter
> in OOo's story big.
>
> Right now we don't have a marketing team, the MarCons have mostly gone to
> LO,
> instead we have developers making marketing decisions and given the enmity
> that many seem to have to marketing,( "Puffery and posturing" was how it
> was
> described to me IIRC ) then it seems that  we are in danger of making
> marketing decisions that are not based on Enduser based research but on gut
> feelings of many who have little or no contact with front office endusers
> and
> who view marketing as an unnecessay evil.
>
>
> >
> > <snip>
> >
> > > LibreOffice is a good example, they chose the name originally as a
> > > temporary standin in the hope that the TDF would be given the OOo
> brand,
> > > but they created the new brand and marketed it anyway.  Now they
> > > wouldn't want the OOo brand even if it was offered.  True, they were
> > > dragged kicking and screaming to it when they eventually accepted such
> a
> > > gift was not going to happen and thus their new brand was forced to
> > > become permanent, but it has worked for them.
> >
> > That shows that rebranding is possible, with effort.  But I think they
> > would have even more traffic, more downloads and more users if they
> > had the OpenOffice name.
>
> No disagreement about that .  As I have pointed out in the past on numerous
> occasions the strongest element in the project's brand was the string of 14
> text characters ~ OpenOffice.org ~   We don't have that anymore other than
> a
> place to redirect from so our brand is diluted.
>
> >
> > Think of it this way, we get more hits today than LO, even though we
> > have not had a release in nearly a year.
>
> Am I surprised, no not at all, I pointed out very early in the life of this
> podling that the residual attention could last up to 2 years and if LO did
> nothing else they would keep the OOo brand out front by simple association.
>
>
> >
> > > We need new branding to get a conversation going in the market, I'm not
> > > sure if we can revisit the name before we graduate, I live in hope, we
> > > can at least start with a new look logo.
> >
> > It is certainly possible to revisit the topic before graduation.
>
> That would be good, there are many good arguments to be made to retain the
> OOo
> brand. A  "by Apache" tagline would be preferable to the Apache prefix.  I
> would however still be advocating a new logo rather than a slightly
> different
> old one.  Nothing significant was ever achieved by being timid.
>
> Cheers
> GL
>
> >
> > -Rob
> >
> > > Cheers
> > > GL
>

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