713641 - Grow Mozilla initiative branding and logos

Status: ASSIGNED

(Marketing :: Design, task)

Description

[Pierros Papadeas [:pierros]]

This is a meta bug tracking the development of the Grow mozilla brand (more info https://wiki.mozilla.org/ContributorEngagement_draft_combined ) and the logos of the programs below the brand: 
Reps, Stewards (name TBD), Directors (name TBD)

There is a need for a general logo for "Grow Mozilla" (possibly a wordmark) and a consistent identity for the 3 logos of the programs below Grow. The Mozilla Reps logo shall not change. Also student reps logo will be a derivative of the mozilla reps logo.

Comment 1

[Pierros Papadeas [:pierros]]

Attachment: Grow mozilla draft logos

Some initial takes on the logos needed

Comment 3

[John Slater]

Thanks Pierros. Can you explain a little more how this would be used? It'd be super helpful to have a clear picture of the context where this would be appearing.

We generally try to create logos for products rather than campaigns or projects, so perhaps a wordmark would be better here? Let's discuss...

Comment 4

[Tara (musingt)]

Hey Pierros.  Let us know when you are ready to discuss this further. Meanwhile, if you can help answer John's questions in Comment #3, that'd be great.  Thanks.

Comment 5

[Pierros Papadeas [:pierros]]

(In reply to John Slater from comment #3)
> Thanks Pierros. Can you explain a little more how this would be used? It'd
> be super helpful to have a clear picture of the context where this would be
> appearing.
> 
> We generally try to create logos for products rather than campaigns or
> projects, so perhaps a wordmark would be better here? Let's discuss...

Basically this will be used for internal (mozillians) communications. Posters, wiki, flyers, prezos are the direct usages.

The children-brands though (Reps, Collectives, Leaders etc) will go more or less were Reps logo has gone so far: Swag, posters, business cards etc

We are finishing up the wiki page for Grow Mozilla initiative this week so I will update this bug with more info this week :)

Thanks!

Comment 6

[Tara (musingt)]

Thanks Pierros.  Would be great to meet in person this week since everyone is around, but otherwise... we'll just sit tight till you finish that wikipage for discussion.

One quick thought/note... I know "internal" and "external" are important distinctions for these types of projects and it's very helpful to have that breakdown.... but my sense is that even when we design something for internal purposes... there are always cases where it'll also be used in public facing communication, so we should design with that in mind... especially if they're both closely related: "grow mozilla" as the top-level "brand" with Reps, Collectives, Leaders etc as sub-brands.

Comment 7

[David Boswell]

For reference, the Grow Mozilla wiki page we're working on is at

https://wiki.mozilla.org/Grow_mozilla_draft

Comment 8

[Tara (musingt)]

Thanks David.  I invited Slater to our meeting as well.  Would be great to walk through this and discuss scope / next steps, etc.

Comment 9

[Tara (musingt)]

Hey guys, thanks again for the meeting.  As discussed, could you update the bug with a quick recap / outline of the identity plan? 

>>High Level initiative:  Grow Mozilla
This can be done as a wordmark + a logo inspired by the Remo mark (or completely new) but keeping it simple.

>>Sub-level initiatives: Remo, Collective, Leaders
Remo logo will not change. Collective and Leaders could take on a similar shape / or simply follow the same graphic concept... but rendered in different colors... kind of like badges that fold under the "Grow Mozilla" mark.

Assigning to Sean.
If you can clarify timing, that'd be great as well. 

Thanks!

Comment 10

[David Boswell]

(In reply to Tara (musingt) from comment #9)
> Hey guys, thanks again for the meeting.  As discussed, could you update the
> bug with a quick recap / outline of the identity plan? 

Pierros, IIRC you had offered to do a diagram that captured our needs for the Grow Mozilla visual identity based on the whiteboard drawing we made.  I'm assigning this bug to you for that.  Please reassign back to Sean once you've posted that.  Thanks.

Comment 11

[Jason Haas]

Hey there: Any updates on this front?

Comment 12

[David Boswell]

Attachment: Diagram of Grow Mozilla programs

This diagram shows the relationship of the various parts of Grow Mozilla.  There is more background on the wiki at

https://wiki.mozilla.org/Grow

Comment 13

[Tara (musingt)]

Thanks guys for the chat, quick recap: 

* Filed a bug for some copy thoughts from Matej bug #739731
* Sent email to catch up with Sean re: design
* Got the svg files for the current marks (thanks William)
* Will get back with an ETA on next steps, asap.
* Please keep me posted on your brownbag presentation in 3 weeks so we can help provide whatever we can to support it.

Comment 14

[David Boswell]

(In reply to Tara (musingt) from comment #13)
> * Please keep me posted on your brownbag presentation in 3 weeks so we can
> help provide whatever we can to support it.

Thanks for offering to help with the brownbag if you can.  I don't believe this has been scheduled yet, but Mary mentioned April 12 as a possible date.

Comment 15

[Sean Martell]

Hey all,

Here is my pass at a system for the logos. Some details:

- simple glyph art within each of the shields
- circle around group in "teams" to show 3 persons as single entity
- grow logo turns shield form into tulip + stylized M
- stacked wordmark system works best for future expansion

http://cl.ly/290W0m3g1x3a161X353p/o

Enjoy!

Comment 16

[Mary]

Wow - I love that the leaves also look like fox ears.  We need to revisit our nomenclature - "teams, leaders, etc" But this is great.

Thank you so much!

Comment 17

[Matej Novak [:matej]]

(In reply to Mary from comment #16)
> Wow - I love that the leaves also look like fox ears.  We need to revisit
> our nomenclature - "teams, leaders, etc" But this is great.

As I said in bug 739731, the names are just placeholders. Still waiting on some more info as to what each program is trying to describe or capture so I can come up with more options. Thanks.

Comment 18

[Mary]

Yep - the "we need to revisit" is Contributor Engagement.  We'll have a set of names for you on Wednesday I hope after our team meeting.

We did take a look as a team last night and everyone loves them!

Comment 19

[Mary]

Sorry - I mean set of use cases/programs :)

Comment 20

[Matej Novak [:matej]]

Great, thanks Mary!

Comment 21

[David Boswell]

Sean, this looks great.  Very exciting to see these pieces come together.

I'm back from PTO and catching up on things.  I just responded to Matej's question in bug 739731.

The one question I have about the design is how this system would work with a longer name for a program.  Is there a practical limit to the length that any program name could have to fit in with the wordmark style?

If there is anything else I can help with now to help this move forward, please let me know.  Thanks.

Comment 22

[William Quiviger [:williamq]]

+1, these look fantastic. My only concern is with the "Mozilla Teams" logo which is too similar to the Mozilla Reps one. I'd make the very light circle that appears in the background of the figurines much more opaque and visible.

Comment 23

[Mary]

Hey folks:  David will be following up with consolidated feedback, including Debbie's team.  The "Grow Mozilla" logo and lock up is pretty darn fantastic so I don't anticipate any changes from Debbie.

Would it be possible to get that Grow Mozilla logo lock up with a transparent background by Friday of this week?

I'm super excited about it so I'd like to get it added to a keynote Debbie + I are doing even if it's not 100% finished.  LMK!

Comment 24

[David Boswell]

I've gathered feedback and wanted to follow up.

* Everyone loves the Grow Mozilla logo and wordmark.  If you could package that up for us, we'll start using it.  If we could get that soon, we may have a chance to include this in some people's MozCamp presentations.

* For the program logos, the one piece of design feedback is for the "teams" logo and making the circle stand out more to emphasize how this is a group of people together.

* For the program names, we're still going to need some time to sort those out but I don't want that to be a blocker.  It may make sense to wrap up these three program logos and come back to creating the wordmarks later when the naming is finished.

Comment 25

[David Boswell]

Attachment: Grow Mozilla -- cropped from first round of designs

> Would it be possible to get that Grow Mozilla logo lock up with a
> transparent background by Friday of this week?

As a short-term solution, here's a version of the Grow Mozilla logo that's just been cropped from the first round of designs.  This could be useful for including in presentation slides.

Comment 26

[David Boswell]

Attachment: Grow Mozilla logo + wordmark -- cropped from first round of designs

And here's a cropped version of the logo + wordmark.

Comment 27

[Pierros Papadeas [:pierros]]

Attachment: Grow Mozilla cropped from initial take

Comment 28

[Sean Martell]

Attachment: Grow Mozilla, logo only - 300dpi PNG

Comment 29

[Sean Martell]

Attachment: Grow Mozilla, logo + wordmark - 300dpi PNG

Comment 30

[Sean Martell]

Hey all,

Posted the sliced branding as 300dpi transparent PNGs. 

I'll post all the vector files once we have the full tier system finalized.

Enjoy!

Comment 31

[Tara (musingt)]

Thanks Sean.  guess i'll leave this open for now than.

Comment 32

[David Boswell]

(In reply to Sean Martell from comment #30)
> Posted the sliced branding as 300dpi transparent PNGs. 

Thanks for posting those.  I just blogged to share the cool new logo with the world :)

http://davidwboswell.wordpress.com/2012/04/19/grow-mozilla-logo/

Comment 33

[Christie Koehler [:ckoehler]]

(In reply to Sean Martell from comment #30)
> I'll post all the vector files once we have the full tier system finalized.

We've been using this base logo for a while now. Would it be possible to get vector version?

Comment 34

[Sean Martell]

Heya!

Yes, I'll put the vector files up on the repo today!  Sorry for the delay!