[Appeal] APPEAL Branding

[Torsten Rahn]

As I've already seen many different variations of the APPEAL-Brand I'd like to
explain why we should stick to a few distinct ones:

0) Always write the term "APPEAL" in uppercased letters. This is important as
it looks stronger, more important and more bold (it's one of the reasons why
you'll see many company names written in large uppercase letters).
1) The Official full name should be "The APPEAL Desktop Project". Do not use
"The APPEAL Project" as this clashes with another different project and maybe
even with Trademarks (although in other categories than software). Make sure
that this one is used in announcements and interviews.
2) The short name used in common language and as part of names for APPEAL
Desktop Project related names (like "APPEAL Icontheme" or "appeal at kde.org") is
"APPEAL".