[openstack-dev] [ironic] New mascot design

Lucas Alvares Gomes lucasagomes at gmail.com
Wed Feb 1 21:38:50 UTC 2017

Hi Heidi,

Thanks for the re-iteration on this. The new logo (v3) is definitely an
improvement over the previous proposals.

But, let me ask something, what the foundation really wants to achieve with
this ? Cause I think we are conflating two things here: A logo (or brand)
and a mascot.

When I read the guidelines [0] it seems clear to me that the foundation
wants to create some sort of graphic mark, a brand, that will be used for
commercial purposes and marketing. If so, it does make sense to have a
guideline and strict rules in order to have consistency across all projects

Now, when I think about a mascot, I think about something that represents
the project community and that was built by this same community. For
example, our current mascot was a collaboration to the project based on a
presentation made by Jay and Josh at one of the summits [1]. The idea was
to differentiate the Ironic community from the others, make it more rock n'
roll. Then we had ML thread to the choose its name, others collaborated
with icons, ideas, etc... At the end the mascot is basically another member
of the community, it has a name, it has personality (our play drums) and a

I understand that a mascot can also be a logo/brand but I don't think that
applies to us. Ironic by itself is not a product, OnMetal [2] for example
is a product, based on Ironic.

Now, what is hard to me to understand is how the foundation wants create
something that "represent" each one of the wildly diverse OpenStack
projects communities with such marketing-focused rules ? The idea of
creating something that represent us was never to be consistent with anyone
else, quite the opposite, the idea was to be different ( We should make the
code consistent all across tho :-).

So, to cut it short, if the idea is branding the v3 presented looks OK. But
I wouldn't expect everyone to use this new logo because I don't think I

[0] https://www.openstack.org/project-mascots/
[1] https://www.youtube.com/watch?v=2Oi2T2pSGDU&t=80s
[2] https://www.rackspace.com/cloud/servers/onmetal


On Wed, Feb 1, 2017 at 8:05 PM, Heidi Joy Tretheway <heidijoy at openstack.org>

> Hi Ironic team,
> I’m sorry our second proposal again missed the mark. It wasn’t the
> illustrator’s intention to mimic the Bear Surprise painting that gained
> popularity in Russia as a meme. Our illustrator created a face-forward bear
> with paws shaped as if it had index and ring “fingers" down, like a hand
> gesture popular at a heavy metal concert. It was not meant to mimic the
> painting of a side-facing bear with paws and all “fingers" up to surprise.
> That said, once it’s seen, it’s tough to expect the community to un-see it,
> so we’ll take another approach.
> The issue with your old mascot is twofold: it doesn’t fit the illustration
> style for the entire suite of 60+ mascots, and it contains a human-made
> element (drumsticks). As part of our overall guidelines, human-made objects
> and symbols were not allowed, and we applied these standards to all
> projects.
> Your team told us you want a heavy metal bear, so we used the Kiss
> band-style makeup and the hand gesture to suggest metal without using an
> instrument or symbol. We tried to mimic your original logo’s expression.
> After releasing v1, we listened to your team’s comment that the first
> version was too angry looking, so you’ll see a range of expressions from
> fierce to neutral to happy.
> I’d love to find a compromise with your team that will be in keeping with
> the style of the project logo suite. I’ll watch your ML for additional
> concerns about this proposed v3:
> Our illustration team’s next step is to parse the community feedback from
> the Ironic team (note that there is a substantial amount of conflicting
> feedback from 21 members of your team) and determine if we have majority
> support for a single direction.
> While new project logos are optional, virtually every project asked be
> represented in our family of logos. Only logos in this new style will be
> used on the project navigator and in other promotional ways.
> Feel free to join me for a quick chat tomorrow at 9:30 a.m. Pacific:
> Join from PC, Mac, Linux, iOS or Android: https://zoom.us/j/5038169769
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> [image: photo]
> *Heidi Joy Tretheway*
> Senior Marketing Manager, OpenStack Foundation
> 503 816 9769 | Skype: heidi.tretheway
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