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From Javier Candeira <>
Subject Re: [NOTICE] Submissions for the new CouchDB logo are open
Date Mon, 06 Apr 2015 00:22:11 GMT
And I give up on the logo image.

I like the current one a lot. However, I was persuaded that the male
reclined figure was problematic, both because of gender and of posture.
Therefore, I tried to erase him and substitute in the silhouette of a
toddler, which is both genderless and suggests ease of operation. I have
failed at producing anything good, so I won't submit any of my tries.

See you at the voting,


On Sun, Apr 5, 2015 at 5:22 PM, Javier Candeira <> wrote:

> I too have a logo and tagline proposal.
> I'd like to submit them separately, because I think the tagline could (and
> indeed should) be changed separately from the logo, so it's possible that
> people might want to use someone's new logo and my new tagline, and
> vice-versa.
> I'm submitting the tagline in this message, and the logo in an upcoming
> message.
> ## Suggested tagline:
> "Sync. Shard. Rest."
> It's short and memorable in the literal sense (easy to remember as-is,
> without misquoting).
> It explains the threee main qualities of CouchDB (it syncs, it shards
> since 2.0, and it is accessed via HTTP verbs).
> It also has a connection with the previous tagline, "Relax", through the
> ambiguity of "Rest/REST", and with the "Couch" name.
> ## Rationale for the change:
> First, "Relax" can mean anything and be about any product. It refers to
> the name of the project (Couches are for sitting on, and relaxing on, but
> databases?).
> Second, For a long time I thought CouchDB was a XML database related to
> Relax NG:
> But, most especially, it doesn't address CouchDB's strenghts. The fact
> that it's a DataBase is in the project's name. But how is it different from
> other databases? What does "Relax" tell us about CouchDB in particular?
> ## Rationale for the choice:
> Let's look at the taglines for some other DBs and Free Software projects:
> - MongoDB: "Agility, scalability, performance. Pick three." Never mind
> whether it's true, it's a very good sell. It's also very heavily influenced
> from...
> - Sqlite: "Small. Fast. Reliable. Choose any three." There is a trend
> emerging here. Three qualities, suggesting no compromise.
> - PouchDB: "The Database that Syncs!"
> - Postgresql: "The world's most advanced open source database."
> Descriptive, literal, boastful but not cute. No attempt at rythm nor puns.
> - Cassandra: None. Just a lot of text.
> - Django: "The Web framework for perfectionists with deadlines." I've
> always loved this one. Right amount of boast, right amount of cheeky. But
> above all, clear message.
> - Ruby on Rails: "Web development that doesn't hurt". Not really a tagline
> at the level of the logo, but it's been on their page forever. It also
> communicates a clear message.
> Describing what the product does is important, but it's also important to
> say what the project does that other, similar projects don't do, or don't
> don't do as well. Sqlite goes for small, fast, reliable versus Postgres,
> which goes for "advanced" (ie more features). PouchDB syncs( (with
> CouchDB), and both Django and RoR are about developers' good feels. The
> emotional side is explained via light humour, as in the "pick three"
> reversal on the commonplace "pick two" joke, or the exclamation point at
> the end of "syncs!"
> I thought there were three qualities that CouchDB that deservied
> highlighting:
> - syncing, which is central to the couchdb story, and could be claimed to
> be "what we do better than anyone else".
> - sharding, which is central to 2.0, our new thing we want to highlight.
> - REST and HTTP, which is the uniform API for accessing our databases
> locally or remotely, and defines the project.
> There were two ways of combining these qualities in a sentence.
> One, taking the descriptive route:
> "The syncing, sharding database that speaks Web".
> The second, taking the more oblique route:
> "Sync. Shard. Rest."  or "Sync. Shard. REST."
> The first one is good for a webpage, but not necessarily to accompany a
> logo everywhere a logo can go. I'm thinking of merchandise and gear, but
> also of logo buttons on some other projects' pages.
> The second, shorter one is best for those secondary uses, so that's the
> one I'm proposing.
> I propose "Rest" with normal text capitalisation, avoiding all caps,
> because people who understand what REST it will get it, and people who
> don't will still get the "resting" bit. It's not worth it to break the flow
> of the sentence in order to emphasise the initialism.
> Regards,
> Javier Candeira

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