AW: AW: AW: [Typo3-marketing] Logo redesign

[AGENTUR S: Jean-Marie Schweizer]

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

No worries. We're getting there.

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

Yes.

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


Who is the competition? And maybe yes, if you judge the logo by itself. But
if you look at the whole visual experience e.g. Mambo does a much better
job. 


> 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 agree. Rather leave it the way it is than trying to give it a quick fix.



> 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.


1. TYPO3 is not DB or Siemens. His statement is a simple rule in design for
any redesign of a CI that is established on the global market. TYPO3 could
take a complete make over (again, I'm not saying we should but leave the
possiblity open to be surprised).

2. Ask Pierre Mendel if at some point he rather starts from scratch to see
where it goes just to realize that he doesn't have to change much. I would
be surprised if he didn't.


 
> 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 there is no desire to change anything I don't see why anyone should spend
time trying to come up with suggestions. We are not talking about a one man
job here that can be done in a week. 

The convicing part has to be done before the real work starts and to the
people that have the last word. Anything else, at least in my experience, is
a waste of time.


 >> 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?


If we talk about the logo by itself, even we are in need of an impact, it
will not happen.

So no, the logo cannot give any impact by itself. 



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


1. Most important: Do it like the big guys -> CI
2. Don't hold on to old things for the creativity's sake. It will be fine.
Not much will be lost.



> 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.

Agree on the above.


> 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 :-)


I prefer the marketing workshop as long as there are only a few people that
have worked in that business for a while (and are experience in doing
marketing or design for customers). This would be essential to get something
together to present to the rest of the marketing group for reflection.

I can't see such a thing getting far online. Then I would rather vote for
the ELSE ELSE.


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


Oh yes, and it would make its existence worthwhile.


> What do you think?


I think that we both are pretty much on the same track with some differences
in opinions on small matters. To me, a good and healthy point to be for such
a project. If we would agree completely I would be worried. :-)

I see rebranding as an important step for TYPO3 to position itself in the
market and as a huge support for anyone who is involved now to present their
own companies in a much better light in comparison with the competition.


Jean-Marie