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openSUSE® Why Branding Matters Creating Consistency and Striking a Balance
Douglas DeMaio – Senior Consultant [email protected]
4
History of Branding
• Brandr meaning "to burn" ‒ Branding Animals
‒ Branding People
• Merchants' marks‒ Used to identify authenticate goods
The first printed English advertisement was in 1472 when William Caxton printed a poster and
tacked it onto church doors announcing the sale of a book
Egypt
5
History of Branding
• Gutenberg Printing Press‒ Contributed to mass advertising
• TV (1941)
• Internet (1994)
• Social Media ($11 billion in revenue by 2017)
12
Brand Control: What To Consider
• Logo - Consistent use, likeness‒ Size, placement
• Graphics – consistent symbols and shapes‒ Familiarity allows people to remember a brand faster
• Color - important component to brand identity‒ Impact perception of a brand
‒ Different meanings in different cultures
• Fonts - Supportive ‒ Use no more than two fonts
14
Brand Control: Expectations
• The brand should correspond with the products/services produced. It should convey the essence of what people expect now and in the future.
• Branding should represent project in a logical and consistent fashion. It should provide a sense of familiarity to users so, they know what to expect.
• Keep it simple.• Provide familiarity
28
Need for Branding Theme
• Start thinking branding from inception of product• Create Brand Strategy• Identify Branding Level/Association
‒ Strong (openSUSE, Social Media)
‒ Medium (openQA, Machinery)
‒ Minimal (Open Build Service)
29
Need for Branding Theme
• Strong‒ Dominate Colors
‒ Follows Brand Guidelines
‒ Identifies Products/Services/Tools under openSUSE
• Medium‒ Gray as Dominate
‒ Uses Hexagons and Logo
• Minimal ‒ Powered by openSUSE (Include logo)
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Why Branding Matters
“If you’re not branding yourself, you can be sure others do it for you.”
- unknown'
General DisclaimerThis document is not to be construed as a promise by any participating organisation to develop, deliver, or market a product. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. openSUSE makes no representations or warranties with respect to the contents of this document, and specifically disclaims any express or implied warranties of merchantability or fitness for any particular purpose. The development, release, and timing of features or functionality described for openSUSE products remains at the sole discretion of openSUSE. Further, openSUSE reserves the right to revise this document and to make changes to its content, at any time, without obligation to notify any person or entity of such revisions or changes. All openSUSE marks referenced in this presentation are trademarks or registered trademarks of SUSE LLC, in the United States and other countries. All third-party trademarks are the property of their respective owners.
LicenseThis slide deck is licensed under the Creative Commons Attribution-ShareAlike 4.0 International license. It can be shared and adapted for any purpose (even commercially) as long as Attribution is given and any derivative work is distributed under the same license.
Details can be found at https://creativecommons.org/licenses/by-sa/4.0/
Credits
TemplateRichard Brown [email protected]
Design & InspirationopenSUSE Design Teamhttp://opensuse.github.io/branding-guidelines/