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References: <201112060221.33962.g.a.lauder@gmail.com>
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Date: Mon, 5 Dec 2011 21:57:46 -0800 (PST)
From: Terry <terauck-aoomark@yahoo.com.au>
Reply-To: Terry <terauck-aoomark@yahoo.com.au>
Subject: Re: Aoo logo draft
To: "ooo-marketing@incubator.apache.org" <ooo-marketing@incubator.apache.org>
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The next release will be installed by people who are familiar with the name=
 and branding of OpenOffice.=A0 Most may well not even have heard of the AS=
F.=A0 The name 'OpenOffice' alone may not necessarily be sufficient to iden=
tify the new release with the well-known brand but combining it with famili=
ar symbols will.=0A=0AI agree with the sentiment of making a fresh start bu=
t I think we should take the market with us rather than getting ahead of it=
.=0A=0ARegards, Terry=0A=0A=0A=0A----- Original Message -----=0A> From: Gra=
ham Lauder <g.a.lauder@gmail.com>=0A> To: ooo-marketing@incubator.apache.or=
g=0A> Cc: =0A> Sent: Tuesday, 6 December 2011 12:21 AM=0A> Subject: Re: Aoo=
 logo draft=0A> =0A> <snip>=0A> =0A> My feeling at this point is that it wo=
uld be preferable to start as we mean to =0A> go on.=A0 As has been pointed=
 out to me on numerous occasions this is not the =0A> old OOo project.=A0 T=
rue, we are in incubating and not yet a TLP, however it =0A> seems that we =
should be marketing the project as if we were, so that it can be =0A> seen =
what we look like once we do become a TLP. Therefore I think we need to =0A=
> look at the branding with a long term perspective.=0A> =0A> Whatever rele=
ase is put out=A0 by this podling, from now on will be an Apache =0A> relea=
se under Apache license and branding should reflect that.=0A> =0A> The name=
 isn't a hell of a lot different, other than the Apache lead, so the =0A> =
=0A> new brand needs to reflect that this is a new beginning for a new proj=
ect that =0A> just happens to be based on the old OOo code that retains som=
e of the old =0A> name. =0A> =0A> The old logo and branding is now past ten=
se we need a reboot to see us into =0A> the future.=0A> =0A> Retaining the =
old branding or even something like it simply reinforces the =0A> view that=
 the project stuttered and stopped and is now staggering back to life =0A> =
but is now way back down the track with the "competition" having =0A> conti=
nued at =0A> full pace.=A0 =0A> =0A> We are in the situation now, given the=
 time lapse, of being seen as =0A> irrelevant.=A0 The only way to counter t=
hat is to come back to the market =0A> refreshed and announcing to the worl=
d that we are still with the frontrunners =0A> by being bold and brazen wit=
h good code, innovative features and a bold new =0A> look.=A0 This is the o=
nly chance we will have to do this, once we're back in =0A> people's consci=
ousness any changes to the branding will have to be =0A> incremental =0A> a=
nd small.=0A> =0A> Cheers=0A> GL=0A> =0A> PS:=A0 Normally I despise "Brand =
Competitions" with a decision by vote =0A> and I =0A> still do.=A0 However =
a Competition may be the best bet at this juncture, however =0A> we need to=
 use marketing best practice here.=A0 If we decide on a competition my =0A>=
 suggestion is to get the community (Dev list) vote down to top five by =0A=
> transferable vote or we have consensus.=A0 =0A> =0A> Those people in the =
community who wish to be involved in marketing (this list) =0A> then remove=
 two more by consensus. Then all of those people take the remaining =0A> th=
ree variations and survey end users in good old fashioned market research. =
=0A> =0A> The other option is the Apache way, "Those that do the work=A0 ma=
ke the =0A> decision." Those on this list create the branding elements and =
we work it =0A> over =0A> until we have a consensus. =0A> =0A> PPS:=A0 Obvi=
ously contributors will need to have signed an ICLA to have artwork =0A> co=
nsidered.=0A> =0A> G=0A>