+1 on the new logo! Thank you Poorna.

On Wed, Sep 14, 2016 at 11:03 AM, Poorna Chandra <poorna@apache.org> wrote:

> Hello all,
>
> One of the common feedback that we get when talking to users is that the
> Apache Tephra logo is abstract, and does not immediately connect to the
> project. Also the logo doesn't really fit in with the other projects in the
> "zoo" of the Hadoop ecosystem.
>
> One of the things we have wanted to do for a while was to update the logo,
> and with the recent move into incubator, we figured it was good timing to
> develop and propose a new logo for the project moving forward.
>
> While designing the new logo, we thought it would be ideal for the new logo
> to embrace an animal of some sort. In addition to an animal, we wanted it
> to somehow connect back to what Tephra is all about: maintaining
> consistency.
>
> There aren't many consistent things in the animal kingdom, but we honed in
> around a particular idea. We've ended up in the current proposed logo
> design with a dog (specifically, a border collie or similar herding breed).
> The logo is attached to JIRA TEPHRA-183 [1]
>
> The notion is that a herding dog is used by a herder to maintain order and
> consistency amongst the flock. It is in some way an enforcer of
> consistency, under control of the herder, but in a way that abstracts much
> of the hard work and details away from the herder.
>
> The dog in a stalking position shows it in action and enforcing order
> across the herd.
>
> We are open to suggestions and improvements.
>
> The design was done by the in-house designer at Cask, and the logo and
> rights will be donated to the ASF.
>
> Thanks,
> Poorna.
>
> [1] - https://issues.apache.org/jira/browse/TEPHRA-183
>