A. General Information

A.1 Project Title

Unified Ubuntu Branding (referred to as “Branding”)

A.2 Management Team

• Ubuntu Marketing Team (referred to as “Marketing”)
  

• Ubuntu Branding Team (referred to as “Team”)
• Project Manager (referred to as "PM")

A.3 Prepared by

John Baer, PM

B. Project Purpose

Create a product branding standard that endorses industry norms, displays without prejudice, and identifies in a precise, consistent manner. All current and future products distributed by the Ubuntu Community (referred to as "Community") will adhere to this standard.

C. Project Goals and Objectives

C.1 Community Goal

Promote Ubuntu to a wider audience.

C.1.1 Project Objective

• Present Ubuntu (Linux), Kubuntu, Xubuntu, Edubuntu, and Ubuntu Server (referred to as "Ubuntu Product") without implied or suggested preference.

C.1.2 Project Objective

• Present Ubuntu Products without prejudice of gender, culture, race, or creed.

C.2 Community Goal

Offer choices which encourages users to select the best Ubuntu Product to fulfill their need and satisfy their preference of style.

C.2.1 Project Objective

• Brand Ubuntu Products in a manner which links them to the community, identifies their intended use, and indicates their operational style.

C.3 Community Goal

Communicate effectively with users and potential users of Ubuntu Products.

C.3.1 Project Objective

• Use branding to identify the official business of the community.

C.3.2 Project Objective

• Use branding to identify official Ubuntu Products.

C.3.3 Project Objective

• Design the brands to display well on a variety of media such as a web browser, print, or other promotional items.

D. Project Scope

D.1 Project Deliverables

• Craft a branding standard to be used to identify Ubuntu Products
• Apply standard to current Ubuntu Products
• Create new logo's and art work

D.2 Intent of the Project

The intent of this project is to create an unified branding standard for Ubuntu Products and to apply this standard to current and future Ubuntu offerings.

D.3 Exclusions

Marketing efforts not directly related to Ubuntu Product branding will be considered out of scope.

D.4 Key Stakeholders

• Ubuntu Community
• Artwork Team
• Marketing Team
• Branding Team

D.5 Assumptions

1. It is assumed the value of unified branding will be accepted by the Community.
2. It is assumed the current efforts of the Community will not be harmed.
3. It is assumed participation and help will be received from the Art Team.
4. It is assumed the Marketing Team will craft a launch campaign for the new brands.
5. It is assumed this project will be complete before the next release.

D.6 Constraints

1. Current Marketing Focus is Vague
   
   Ubuntu lacks a published marketing plan and the current marketing efforts have grown from the individual development communities. This uncoordinated effort has resulted in product groups completing for the same market space. The fact the Community endorses a product by the same name gives it a market advantage over the other products endorsed by the Community. This advantage causes market friction as the other products attempt to reduce this advantage.

2. Lack of Market Research
   
   At the moment there is no market research giving direction to the project. It is assumed industry norms will suffice and offer direction.

3. Momentum of Status Quo
   
   There is momentum to the status quo. Publications have been printed, news has been disseminated, contacts established using the current marketing standards.

E. Project critical Success Factors

1. Endorsement of the Marketing Team to proceed
2. Endorsement of the Art Team to proceed
3. Agreement from the Community to accept change
4. Support of the Project Sponsors

F. Initial High-level Project Planning

F.1 Estimated Resource Requirements

• (1) Polling Clerk to perform internal market research
• (1) Art Supervisor/liaison to coordinate logo submissions
• Content review board for final approval

F.2 Estimated Project Cost

• Volunteer time
• Community hosting resources

• Re-branding of current materials
  
  Note - Reported as resources not dollars.

F.3 Estimated Benefits

• It is anticipated the re-branding of Ubuntu Products will bring balance to the marketing space and make it easier for new users to select the correct product.
• It is estimated the re-branding of Ubuntu Products will bring Ubuntu closer to industry norms and provide additional comfort to folks unfamiliar with the Linux environment.

• It is anticipated the re-branding of Ubuntu Products will place Ubuntu in a leadership role in terms of marketing open source software.
• It is further expected participation in the Community will rise as new users adopt Ubuntu Products.

G. Project Authority

G.1 Governance

G.2 Controls

The process of re-branding will include reviews and validations to insure the result is harmonious with the goals of the Community. Although the exact mechanism is to be determined, a content review board with representatives from the Community, Marketing, Art, and the Team will be the final authority on the quality of the materials submitted.

H. References

H.1 Launchpad Specification

Pending

H.2 Proposal Specification

https://wiki.ubuntu.com/UnifiedUbuntuBranding