Re: [libreoffice-marketing] Re: [libreoffice-design] LibreOffice cover photo - Google+

Le vendredi 21 décembre 2012 à 10:50 -0500, Marc Paré a écrit :
> Le 2012-12-21 10:11, Charles-H. Schulz a écrit :
> > Hello Marc,
>
> > > We should also get Italo's opinion on this as well, and, make a note of
> > > the decision so that we do not go over it again.
> > >
> > > A lot of the confusion is that the community and community-product ->
> > > "LibreOffice Suite" share the same logo. We may need to differentiate
> > > the two if we are to promote both. As you suggested, the "page icon with
> > > surrounding people-figures" may need some work if we were to develop a
> > > logo for the community.
> > >
> > > Perhaps a combination of the formal logo (with subline) and the
> > > suggested community-page-icon[1]? This would allow us a recognized brand
> > > with two flavours -- community as well as product. If we were to adopt
> > > this as our community logo, we would then have the following breakdown
> > > in logos:
> > >
> > > 1. Community logo
> > > * with TDF subline for official use
> > > * without TDF subline for unofficial use
> > >
> > > 2. Product logo
> > > * with TDF subline for official use
> > > * without TDF subline for unofficial use
> > >
> > > 3. We would also have the LibreOffice "page" icon brand that, IMO, we
> > > should also defend/protect against abuse. The page icon is the base for
> > > many of our icon design development. We should develop brand recognition
> > > for this as well.
> > >
> > > So far the LibreOffice logo has been pushed more for the product than
> > > the community. The proposed community logo[1] would be close enough to
> > > the "up-to-now product logo" to gain quick brand recognition. Maybe we
> > > should not mess around with the "up-to-now" product logo brand
> > > recognition and develop a community logo in tandem with the product logo.
> >
> >
> > But again, why do you want to differentiate, esp. now that we're
> > essentially saying that we're not pushing the product but equate the
> > product and the community? Why a different logo? That's what I don't
> > get. It is not like there's a product, a company producing it, and then
> > a community of fans of the product with a specific identity. It is
> > rather that there's a community happening to develop a product and being
> > in charge of it at every stage. Am I missing something here? :-)
> > It appears to add one more layer of complexity and confusion on a
> > marketing team that's already struggling to take off...
> >
> > best,
> > Charles.
>
> I think the dilemma here is that we are in fact trying to do 2 things at 
> once. Up until the LibreOffice Conference 2012, we had been trying to 
> establish the LibreOffice "product" brand and have managed this quite 
> well. The iconic LibreOffice name, color (green) and iconic page-logo 
> have a foothold on the office suite circuit.
>
> Since the LibreOffice Conference 2012, we are now shifting our approach 
> to branding our community (which, BTW, I much more prefer). However, we 
> have spent the last 2 years, working the medias, conferences etc. and 
> have achieved significant recognition by the public of the LibreOffice 
> suite, by and large, also by the recognition of the LibreOffice logo 
> brand. I don't believe that when the public/enterprises see the 
> LibreOffice logo that they have our community in mind, they rather see 
> the LibreOffice product and docs, and rightly so -- our marketing has 
> worked. We were being a little selfish in trying to get more people to 
> adopt the product rather than adopt the community.
>
> In my opinion, I would suggest we not waste the product brand 
> recognition that has been gained in the last 2 years and throw it away 
> in order to "re-boot" our priorities. I think this would not be a good 
> tactical move for our product brand. I would now suggest we develop a 
> community logo that our social media websites could use to advance our 
> community brand. The logo does not have to be that much different from 
> the established product brand, but just have enough subtle differences 
> to show community involvement. However, the common design lines of the 
> community and product logos will work in our favour and help boost the 
> community brand recognition.


So we agree on the diagnostic only in part, and disagree on the
remedy ;-) . You are much more optimistic than I am on the brand
recognition. For sure we had tremendous results but the brand
recognition is not where it should be. That's where we disagree on the
diagnostic. On the remedy, we disagree precisely on the fact that you
feel we would confuse the community and the product (did I get that
right?) with one logo, as we're changing our marketing strategy. I beg
to differ in that I'm saying the opposite: product and community are one
and the same. Another detail: we hadn't a marketing strategy before. We
had an emphasis on the product by default, because no one ever advocated
anything contrary to that, and even then we never did what it took to
push the product.

Best,



-- 
Charles-H. Schulz
Co-Founder & Director, The Document Foundation,
Zimmerstr. 69, 10117 Berlin, Germany
Rechtsfähige Stiftung des bürgerlichen Rechts
Legal details: http://www.documentfoundation.org/imprint




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