ubuntu-branding

Bug #805977
Comment #4

Comment 4 for bug 805977

Revision history for this message

Paul Sladen (sladen) wrote on 2011-07-19: Re: Ubuntu Friendly Logo (Meeting write-up, layouts that are on-brand + flexibility)

On 08/07/11 13:35, Paul Sladen wrote:
> On 08/07/11 10:45, Thorsten Wilms wrote:
> > the 2nd solution in the attached SVG, then?
> To change the CoF form and location is quite a big step

Hello Thorsten and Ara,

Thank you for your patience.

Charline (Acting head of Design), Marcus (Brand lead) and I had a video
conference just before Marcus left for holiday, in order to discuss
Ubuntu Friendly and Ensemble in detail. We discussed the two forms of
the UF logo that have been developed and presented by Thorsten
(landscape and portrait). I've tried to document Marcus' (and
Charline's) thinking below. Hopefully I'd got it right.

Horizontal arrangement:
=========================
The horizontal layout needs to follow the guidelines; the other layouts
are simply not readable. That means, for the horizontal layout:

1. Font weight for "friendly" can be changed (eg. Light, or Regular)
2. Font tracking/kerning for "friendly" can refined

but, while doing that, for the horizontal:

   3. Central visual gap/gutter/margin/word-space needs to kept, for
readability
   4. Placement of the smile per the base CoF logo, because it is acting
as a stand-in for the main CoF (so half-height, top aligned)
   5. Font step-down size difference between "Ubuntu" and "friendly"
needs to be preserved, for legibility

> I'll let Marcus clarify this about the sticker options.

Portrait ("sticker") arrangement:
===================================
There /is/ the option for doing a portrait/"sticker" arrangement
counter-part /in addition/ to the main "Ubuntu Friendly" logo, in this
case there is flexibility in:

   6. Sizing of the components
   7. In the vertical spacing of the components
   8. Vertical ordering of the components

but while doing that, provided that for the portrait:

9. Background same across the logo (avoid areas of solid fill), for
balance
10. Components match the horizontal logo, for consistency

These are basically layout issues for the components that Thorsten
(thank you) spent time developing, refining and hammering out. Types of
layouts that Marcus is okay as part of the Ubuntu Brand are:

* The top horizontal-style layouts on:
* The middle-two portrait-style layouts on:

http://design.canonical.com/wp-content/uploads/2011/07/uf-strapline-and-badges-sladen-6.pdf

These can be developed per 1,2 and 6,7,8.

With Marcus having given technical guidance on what's on-brand; perhaps
Ara and the Hardware team can express a preference between the final
possibilities. For the stickers, from memory Marcus didn't have a
preference between layouts—with Charline having a preference for a
vertical-middle logo layout with text above and below.

Once again, thank you to everyone for putting effort into this and
showing how much they care about how Ubuntu and Ubuntu Friendly are
presented for several years to come.

-Paul

On 08/07/11 13:35, Paul Sladen wrote:
> On 08/07/11 10:45, Thorsten Wilms wrote:
> > the 2nd solution in the attached SVG, then?
> To change the CoF form and location is quite a big step

Hello Thorsten and Ara,

Thank you for your patience.

Charline (Acting head of Design), Marcus (Brand lead) and I had a video 
conference just before Marcus left for holiday, in order to discuss 
Ubuntu Friendly and Ensemble in detail.  We discussed the two forms of 
the UF logo that have been developed and presented by Thorsten 
(landscape and portrait).  I've tried to document Marcus' (and 
Charline's) thinking below.  Hopefully I'd got it right.

Horizontal arrangement:
=========================
The horizontal layout needs to follow the guidelines; the other layouts 
are simply not readable.  That means, for the horizontal layout:

1. Font weight for "friendly" can be changed (eg. Light, or Regular)
   2. Font tracking/kerning for "friendly" can refined

but, while doing that, for the horizontal:

3. Central visual gap/gutter/margin/word-space needs to kept, for 
readability
   4. Placement of the smile per the base CoF logo, because it is acting 
as a stand-in for the main CoF (so half-height, top aligned)
   5. Font step-down size difference between "Ubuntu" and "friendly" 
needs to be preserved, for legibility

> I'll let Marcus clarify this about the sticker options.

Portrait ("sticker") arrangement:
===================================
There /is/ the option for doing a portrait/"sticker" arrangement 
counter-part /in addition/ to the main "Ubuntu Friendly" logo, in this 
case there is flexibility in:

6. Sizing of the components
   7. In the vertical spacing of the components
   8. Vertical ordering of the components

but while doing that, provided that for the portrait:

9. Background same across the logo (avoid areas of solid fill), for 
balance
  10. Components match the horizontal logo, for consistency

These are basically layout issues for the components that Thorsten 
(thank you) spent time developing, refining and hammering out.  Types of 
layouts that Marcus is okay as part of the Ubuntu Brand are:

* The top horizontal-style layouts on:
   * The middle-two portrait-style layouts on:

http://design.canonical.com/wp-content/uploads/2011/07/uf-strapline-and-badges-sladen-6.pdf

These can be developed per 1,2 and 6,7,8.

With Marcus having given technical guidance on what's on-brand;  perhaps 
Ara and the Hardware team can express a preference between the final 
possibilities.  For the stickers, from memory Marcus didn't have a 
preference between layouts—with Charline having a preference for a 
vertical-middle logo layout with text above and below.

Once again, thank you to everyone for putting effort into this and 
showing how much they care about how Ubuntu and Ubuntu Friendly are 
presented for several years to come.

-Paul