On Wednesday 18 Aug 2010 00:13:25 Jean-Daniel Dodin wrote:
Le 17/08/2010 13:19, Graham Lauder a écrit :
Right now we are suboptimal on all fronts.
I don't think so
Our market penetration is below what it should be considering the corporate backing we have, the maturity of the project and the quality of the product.
Our logo doesn't convey the right feelings and it's not particularly attractive either in style or in colour.
not so bad
The phrase that "not so bad" brings to mind is "Damned by Faint praise" we should be able to say "Our brand is bloody fantastic!" and believe it.
From a visual impact point of view and from a style point of view it is not good, we like it because it's familiar. Familiarity however, breeds complacency.
The two open source brands that have the highest awareness are Ubuntu and Firefox.
?? Firefox, probably, but Ubuntu?? The *name* Ubuntu is well known, but the logo?
It is in fact well known compared to ours, if only because of the warm fuzzy story behind it
viewer feel good and excited. Green, does none of these things, green is a calming colour but doesn't immediately attract attention.
on our ecological days, green is the best possible coolor, including political groups uses this color!
Not denying and if I was marketing an ecological organisation I would suggest green and in fact have.
Ok then, define for me if you will the target demographic that this branding and style was aimed at.
instance doesn't have that issue, their marketing is just about reminding, the same for MacDonalds.
how many billions $ spent ?
Oh agreed, that's about ubiquitousness, however the colours are well chosen and the style
- The name openSUSE is cumbersome and I believe a return to simply
SUSE would be a good first step.
this is not false. The low case initial "o" is boring :-(
Changing brand is always extremely dangerous
Not dangerous, scary, it's an entirely different thing. If a brand isn't working then change it. Find the demographic of the target market and design to suit. It doesn't actually mean that we need to abandon the old branding. Changing the branding is only problematic if it's done badly and really speaking there was no real plan around our present branding, it was done to make the project feel good about itself, in other words it was aimed internally.
One of the good things about doing a brand refresh is that everybody thinks it's "dangerous" and so it becomes newsworthy.