Calligra Branding Presentation & Draft of Guidelines

Tue Nov 15 22:04:40 GMT 2011

On 15 November 2011 08:15, Boudewijn Rempt <boud at valdyas.org> wrote:
> On Saturday 12 November 2011 Nov, Jaroslaw Staniek wrote:
>> Hello,
>> Presentation on branding we had today at the sprint:
>>
>> http://community.kde.org/Calligra/Meetings/Fall_2011_meeting/Minutes#Branding
>>
>> Please discuss here about important things like terms of use of the
>> logo in the context of the Calligra Project (not about logo as it's
>> already decided). The guidelines is a draft!
>>
>
> Well, on the whole, I think these guidelines are way too strict and far away from the free software spirit.
>
> Page 2:
>
> "the product it is used for is made using a documented
> procedures of preparing Calligra Suite software as
> published on http://www.calligra-suite.org/distributing, "
>
> s/procedures/procedure/, s/of/for/ to make it English.

Thank you for reviewing, Boud.
Fixed, thanks.

> Why does the procedure needs to be document? I'm fine with any distribution packaging Calligra, whether they document their procedure or not.
>

That's not what I mean and I can see only now maybe it should sound like:

"the product it is used for is prepared in compliance with Calligra
Suite Distribution Guidelines as published on
http://www.calligra-suite.org/distributing"

Nobody should be worried because of the Distribution Guidelines -
generic rules that all you would take for granted anyway (but it's
easy to be surprised each time someone even unintentionally breaks the
rules; something of this sort: using custom build flags that expose
hidden alpha features while keeping the stable version number).

> " official approval is given by KDE e.V. for its use in this
> purpose"
>
> I don't think KDE e.V. can do that -- I think it's not the e.V.'s job to decide who can use the Calligra logo when packaging Calligra for a distribution. Before we can have this requirement, we need to verify that with KDE e.V.
>

Ok, TODO: check. There is 1a) 'or' 1b) so this part can be easily
changed or removed.

> "May be used if an official part of the Calligra Suite software
> (decided using the rules in 1.) is part of the complete
> product, if it is made clear that only this part is officially
> approved and compliant with the procedures"
>
> What procedures? And I don't like the "officially" here.
>

"2. If the Calligra Suite software or its part (decided using the
rules in 1.) is used as a part of another complete product, this logo
may be only used if it is made clear that it refers only to the part
of the product derived from Calligra Suite software and not the
complete product."

So: removed officialism and procedures (the latter is mentioned in 1.
and that is enough).

> "Permission has been given to use the official Calligra Suite logo
> on clothing (shirts, hats, etc) as long as they are made by a
> Calligra developer and not sold for profit."
>
> I think everyone should be free to produce t-shirts and what-not with the logo and sell them, even for a profit. I'm even fine with people changing the logo, like was done for the sprint t-shirt.
>

The selling part is added after debian (may be indeed a dead rule
though as noted elsewhere), so OK.
For the modification part, I have to oppose; we probably want to vote
or something. "Us" changing the logo is not 100% the same as changing
the logo by 3rd parties. Enforceability of the rule is another thing
but that is all why we're talking about the document as a guideline,
i.e. suggestion.

> Page 3:
>
> "Alternatively solid white logo on solid black background can be
> used when it better fits. The note about border apply to this case
> too."
>
> I wouldn't demand black -- it would mean the sprint t-shirts are in violation :-). Any solid color should be fine, especially for merchandise like t-shirts.

Of course thanks to KO for the sponsorship effort.
Obviously I hope next time something can be done without a need for
distorting the logo. The current t-shirts design (
http://www.valdyas.org/~boud/calligra_2011_2_group_foto.jpg ) breaks
most basic guideline point used in any branding based on visual
identity. I have just not seen the t-shirt before while constructing
the guidelines (that have no novel parts anyway, all of it is
standard). This time artistic vision prevailed. Good thing is the
solid white color - it's compliant :)

If it is surprising to someone I criticize things this way, look at
all the versions of Qt t-shits. Qt logo kept intact there since it's
#1 rule, anyone wanting to have logo and not just graphical template.
Artists still can express their creativeness as it can be observed
e.g. on the QtCS t-shirt ( http://twitpic.com/5cs05n/full - the Qt
logo is used at the back, not distorted, no 'noise'). (BTW: They have
the 'Code less...' text as optional and we can have "Engine" text or
any other added too and published within the guidelines.

Exception for t-shirts with solid dark (or very light) background and
contrasting colors is an option. Solid color and not, say, flower
pattern in the background.

> Page 4:
>
> "Always reproduce the complete Calligra Suite logo as the
> electronic artwork provides. Do not alter the logo in any way. Do
> not redesign it, redraw, animate. Do not alter the proportions of
> the logo or rotate it or render it three dimensions. Do not use any
> part of the logo as a decorative element, background, or pattern."
>
> I'd be fine with patterns, backgrounds or using it as decoration -- why not?

Because we're looking at logo, not graphics template provided for
creating variations on the topic.
I give an example: after first look at the sprint t-shirt (
http://www.valdyas.org/~boud/calligra_2011_2_group_foto.jpg ) it is
not instantly obvious it's all about Calligra, since there is no logo
with the full clearance zone as defined by the guideline that
separates logo from the artwork. The added pilcrow (¶) is geeky at
first sight, it makes the t-shirt in fact sprint t-shirt, not official
Calligra t-shirt, and that was the goal I think.

I did somehow explain why would we want to restrict ourselves - to
introduce and maintain identity. Either we provide artwork for any
'creations' - then there is no logo or we build up identity helping
creative people use it without distorting.

Please note that the language is not perfect. It may even sound as if
there is implied threat for punishment. I have never had this in mind.
Regarding the text, this was a start and I corrected it above thanks
to your notes.
Let's think about all this text as a guideline, advice and request for
3rdparties with assumed good will.

-- 
regards / pozdrawiam, Jaroslaw Staniek
 http://www.linkedin.com/in/jstaniek
 Kexi & Calligra (kexi-project.org, identi.ca/kexi, calligra-suite.org)
 KDE Software Development Platform on MS Windows (windows.kde.org)