UnifiedUbuntuBranding

Revision 15 as of 2006-07-19 21:31:31

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Launchpad entry: none yet
Created: Date(2006-07-18T16:49:14Z) by jBaer
Contributors: jBaer
Packages affected: Ubuntu, Kubuntu, Xubuntu, Edubuntu, Ubuntu Server

A. Summary

The clear identification of Ubuntu Products is lacking. Ubuntu refers to the Ubuntu Community (referred to as “Community”) and to Ubuntu Linux – Gnome Desktop (referred to as “Desktop”). Although Kubuntu and Xubuntu are branded in such a manner as to segregate them from the other products, to the new user it may be unclear that Kubuntu is really Ubuntu Linux – KDE Desktop and Xubuntu is really Ubuntu Linux – XFCE Desktop. In addition, branding for Ubuntu Linux Server is absent and the new user may not understand Edubuntu is really the Desktop targeted to schools and young children.

B. Rationale

As we develop new products for the Ubuntu community, it's important to communicate their identity unblemished. When discussing current products it's important to clearly communicate their identity without paragraphs of explanation. Failure to deliver the correct message will alienate individuals who would otherwise try the Desktop, Kubuntu, Xubuntu, Edubuntu, or Ubuntu Linux Server (collectively referred to as “Ubuntu Product”). The desire of the community is to encourage people to use Ubuntu Products and the current branding constrains that desire.

B.1 Current branding is discriminatory

The very fact Ubuntu refers to the Community and to the Desktop delivers the message the Desktop is the preferred Ubuntu Product. The truth is every Ubuntu Product stands on equal footing and should be presented without prejudice.

B.2 Consistent definition lacking

The Desktop, Kubuntu, and Xubuntu fail to deliver an accurate and consistent message describing their identity. A person from the US may intepret the Edubuntu branding correctly and then assume the Kubuntu brand is directed toward K12 schools.

B.3 Logo synchronization

The Kubuntu and Xubuntu logos do an excellent job establishing a harmonious identity within the Ubuntu framework. The Desktop is without a logo and is forced to use the Community logo.

C. Use cases

1st Time to Ubuntu Web Site

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Ubuntu Internet Site

Hector overheard from his school friends bragging Ubuntu is way cool... better than the other junk. Deciding to check it out he boots his current OS, journeys to the Ubuntu home page, and is greeted by smiling faces. His eyes are drawn to the large Ubuntu logo and then to the words kubuntu, xubuntu, and edubuntu highlighted under a title scribed related projects. BR BR Continuing, his gaze drifts toward the center. BR BR “Ubuntu is a complete Linux-based operating system, freely available with both community and professional support. It is developed by a large community and we invite you to participate too!” BR BR “Interesting, developed by a community”, he comments to himself. BR BR Curious, he clicks the community icon, waits for the page to load, and continues. BR BR “The Ubuntu community consist of individuals and teams, working on different aspects of the distribution, giving advice and technical support, and helping to promote Ubuntu to a wider audience.” BR BR Randomly his mind questions, “Ubuntu community? Is a community the same as a company? How does kubuntu fit in?” BR BR Clicking the kubuntu link a new page loads and he continues his research. BR BR “Kubuntu is a user friendly operating system based on KDE, the K Desktop Environment. With a predictable 6 month release cycle and part of the Ubuntu project, Kubuntu is the GNU/Linux distribution for everyone.” BR BR “User friendly OS? I thought Linux was the OS”, he exclaims. BR BR Clicking the back arrow the Ubuntu home page loads and he gives xubuntu a click. BR BR As his eyes scan the opening sentences, his lips utter the words. BR BR "Xubuntu is a complete GNU/Linux based system with an Ubuntu base. It's lighter, and more efficient than Ubuntu with GNOME or KDE, since it uses the Xfce Desktop environment, which makes it ideal for old or low-end machines, as well as thin-client networks." BR BR Pausing to bring his thoughts into focus he questions, “What is a GNU/Linux... a Ubuntu base?” BR BR The answer eludes his comprehension. BR BR "Too much like work" he concludes as he shuts down his browser and pushes away from his desk. BR

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