749725 - Logo design work for Do Not Track

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Tom Lowenthal]

Preferred timeframe: few weeks.

Deliverable: a logo representing DNT, for the W3C working group.

Design ideas/brief to be discussed at kickoff meeting.

Comment 1

[Tara (musingt)]

Thanks Tom.  Is there a kickoff already scheduled for this?  Would be great if you can share a little more about what you're looking for here in the bug so we have a sense of scope, then we can help make recommendations on the graphic that could work for your purposes (which may not be a logo but another visual to support the W3C working group).

Comment 2

[John Slater]

Tom, thanks for filing.

I had suggested in an email that we have a kickoff sometime the week of May 7...I believe Tom is scheduling that.

To add to what Tara said in comment #1, we'll need some additional info and context before the meeting so we can approach the project with full understanding of what's needed. I may add more later, but for starters it would be most helpful to know:

- what's the full range of places this will be used?
- is this a Mozilla-related logo or is it brand-neutral (like the HTML5 logo)
- what existing logos do you like? 
- 3-5 words to describe your ideal logo (ex. colorful, graphic, whimsical, serious,etc)
- 3-5 words to describe DNT
- how do you want people to feel when they see this logo? (ex. confident that their privacy is protected, intrigued by what it is, relieved that it exists, etc)

Thanks-
J

Comment 3

[Tom Lowenthal]

I've scheduled the kickoff for next Monday 5/7 at 3:30 in SFO-7QT. You should have delicious Zimbra-invites waiting in your mailboxes.

This logo is not Mozilla-specific. We're designing it for the W3C working group, but it's not "ours", just like the HTML5 logo. It's for use in a similar set of places to the HTML5 logo:
- by the W3C to identify the DNT effort, 
- by those who implement the W3C's DNT recommendation, 
- by those who want to talk about the DNT work we're doing at the W3C.

Other visual/media assets may also be appropriate, and we should decide that scope at kickoff. The logo is the primary deliverable.


Design-y comments
-----------------
[You should ask me more questions if this melange insufficient.]

DNT is: "Ask sites to respect my privacy."

An ideal logo would be: bold, clean-cut, and primary-colored. It should lack extensive detail. A recognizable silhouette would be good. It should have only a few major colors, and work well in low-resolution, low-color, and low-fidelity environments. It should avoid any English words, and if at all possible not include any letters at all.

Words that people might identify with the logo: signal, message, flag, sign, indicator, choice, control. Words that people should not identify with the logo: protect, shield, enforce, prevent, stop.

When people see the logo, they should be confident that they are in control.

If seen in a "we support DNT" context, they should recall their DNT preferences, and feel comfortable that this site/service/app is following them. If seen in a reference to DNT or the W3C WG (like a news article), they should be glad that it exists, happy that someone's looking out for their privacy, and hopeful that the sites they use respect their privacy.

It should have connotations that online privacy is something where they have meaningful choices that work.

Comment 4

[John Slater]

Thanks Tom...that's very helpful. I think you answered this in the previous comment, but just so I'm clear we don't need anything specifically referring to Do Not Track or even just DNT in the logo itself? My assumption is that this will be more like the HTML5 logo...fairly abstract if you don't know what it represents, but if we promote it effectively the right people will know what it stands for before too long.

Looking forward to the kickoff.

Comment 5

[John Slater]

A few quick notes from our meeting today:

- final logo due date is 6/15
- work should be circulated via email...please do not post any mockups in this bug
- building on Tom's direction in comment #3, the logo should ideally invoke communication rather than enforcement. It's particularly important that we not use any imagery that could give the mistaken impression that DNT is a technical enforcement mechanism.
- no alphanumeric characters of any sort in the logo, please
- will need a full color and greyscale version

More to come!

Comment 6

[Tom Lowenthal]

Thanks for sending out concepts. Expect some comments by tomorrow morning.

Comment 7

[Sean Martell]

As the artwork was sent outside this bug, going to resolve this one.