AW: AW: [Typo3-marketing] Logo redesign

[Daniel Hinderink]

Hi Jean-Marie,
 
>> TYPO3 and the comunity is measured by quality of the product,
>> features added and community support first second and third.
>> I doubt that the introduction of a new logo would help win
>> customers very much.
>  
> 
> I agree. Hence my point with going all the way.

Hmm, i Don't see the connection so clearly between my paragraph and yours.

Your reasoning is seemingly summed up here:

"We will not however come up with a new design that has been tested in the
many different environments it has to prove itself. We also will not have
the chance to look at competition and level with them. We focus solely on
the logo and some color guidelines and that's it. So chances are, that in a
few months we start a new cycle of questioning its effectiveness in
representing TYPO3 as a whole."

1. If i understand scenario #2 correctly, it is really about improving the
logo for print and other applications.

2. I have no reason to believe we are not up to the competition regarding
our logo, or even not on top of it.

3. There really never was a discussion about the logo up until now and there
certainly is no imperative pressure to do something about it. On the other
hand there is room for improvement, like always.

I had the opportunity to work with Pierre Mendel in two instances, a swiss
guy living in Germany who is quite famous among logo designers and graphic
artists in general. He re-did the Bundesbahn (German rail) logo, Siemens and
many well known brands in Europe, In one of his books he wrote something
like: Most designers try to push the envelope of a clean slate because they
want the big statement. It takes much more modesty and downright
craftsmanshift to improve the existing image.

I think we should not try to waste more energy on discussing these two
scenarios, but just get practical and see what's coming out. All options
making some brand building sense will have a connection to what is already
there.
 
>> The committee, which is not very much set yet makes a
>> recommendation. The decision should be taken by the people
>> who have been working with TYPO3 for the longest time, which
>> variants are eligible. Then finally we could poll the community.
> 
> 
> I agree completely. It would be best if the desire for anything comes from
> 'high above'.

I don't think it matters where the desire comes from, I think the
suggestions need to be dazzling.

>> If it is only a soft makeover (which i also favour), then we
>> probably can make things easier.
> 
> 
> Of course it will be easier but also will not have much of an impact.

Are we truly in need of impact and can the logo give us that?

>>>> A new version of the logo and .com will hopefully be able
>> to sustain 
>>>> the same sense of design quality that they had three years ago.
>>> 
>>> The point would have been to rethink the whole design.
>> 
>> Is that really necessary? Isn't the price much higher than
>> the benefit?
> 
> 
> Oh no... Generally the price is much higher the way it works now. Patch it a
> little here, then a little there. There is a lot to learn from corporates as
> far as structure and design/communication standards. TYPO3 would benefit
> greatly from that.

Yes, but that means to me that we should devise a complete set of CI rules
and materials, not so much a new one.

>>> Well, that's where I disagree. It's actually more about 1.4 through
>>> 1.5.5 than it is about the logo redesign. But to honor your
>> request, I 
>>> broke it apart and put it here:
>>> 
>>> 
>> http://association.typo3.org/wiki/index.php/Logo_Redesign_Around_the_Logo
>> 
>> Then the thread should be called "brand building" and we
>> should dicuss that generally first, bevor decend into matters
>> like the logo.
> 
> 
> You're are right. I apologies for stepping the foot in by bringing up the
> logo design where essentially it is about brand building. Judging the little
> time at the marketing meeting and the fact that I'm new and I have not
> proven myself to be a reliable source I wanted to get a feeling how much
> desire there is to take TYPO3 to the next step (as far as CD/CI/CC goes).

My desire would be to take TYPO3 to the next step and start from the ground
up:

A. What is our position today?
Market share, customers, target markets, key success factors, marketing
channels etc.

B. What are our options, taking our reseources into account?

C. What are we going to do now and in the next 12 months?

To make it more practical:
A. I still have the SWOT analysis from T3BOARD04. I can paste it into the
WIKI for discussion and start collecting marketing research data, so we can
use some numbers to find a strategy.

B. We should try to make a simple marketing plan with the four p's: product,
price, place, promotion.

C. We can plan (and hopefully execute) actions.

If we get a team of people wanting to do that together, I am willing to
organise a marketing workshop somewhere (locations available?). Else it
could happen online.
Else else we can just forget it and stabber on westward :-)

That would look like a pretty serious start for this committee, wouldn't it?

What do you think?

Cheers,

Daniel