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From Graham Lauder>
Subject Re: [PROPOSAL] Initiate a Contest for Branding of 4.0
Date Fri, 26 Oct 2012 16:59:59 GMT
On Friday 26 Oct 2012 11:04:46 Rob Weir wrote:
> On Fri, Oct 26, 2012 at 4:36 AM, Graham Lauder <> 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.  

> > 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.

> > 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 
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 

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!  :)


> > 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

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