openSUSE ® Why Branding Matters Creating Consistency and Striking a Balance Douglas DeMaio – Senior Consultant [email protected]

2 Overview • History of Branding • Evolution of Brands • Brand Control • openSUSE • Achieving Branding

History of Branding

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)

Evolution of Brands

7 Evolution of Brands: Commercial

8 Evolution of Brands: Technology

9 Evolution of Brands: Open Source

Brand Control

11 Brand Control: The Ultimate Example

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

13 Brand Control: What's the difference

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

15 Brand Control: What Is It?

16 Brand Control: Answer Conditioning

openSUSE

18 Lacks Imagery Strength

19 From 2009

20 Multi- Project Buyin

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22 Where is it

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Need for Branding Theme

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)

30 Need for Branding Theme

31 Why Branding Matters “If you’re not branding yourself, you can be sure others do it for you.” - unknown'

Questions?

Thank you. Join the conversation, contribute & have a lot of fun! www.opensuse.org

34 Have a Lot of Fun, and Join Us At: www.opensuse.org

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