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Date: Mon, 6 Apr 2015 07:35:46 +0200
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Subject: Re: [NOTICE] Submissions for the new CouchDB logo are open
From: Javier Candeira <javier@candeira.com>
To: Nick Pavlica <linicks@gmail.com>
Cc: marketing@couchdb.apache.org
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It happens!

J

On Mon, Apr 6, 2015 at 3:33 AM, Nick Pavlica <linicks@gmail.com> wrote:

> Javier, sorry you're logo didn't come together.-- Nick
>
> On Sun, Apr 5, 2015 at 6:24 PM Javier Candeira <javier@candeira.com>
> wrote:
>
>> 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,
>>
>> J
>>
>> On Sun, Apr 5, 2015 at 5:22 PM, Javier Candeira <javier@candeira.com>
>> 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: http://relaxng.org/.
>> >
>> > 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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