One of the real challenges for us has been to find a branding and design strategy which spans the spectrum of audiences, forums and dialogues that we cover. With Ubuntu, it’s my specific dream to find a constructive blend of commercial and community interests, not only for Canonical but for other companies. That has made our design and branding work difficult – the distinctive look of Ubuntu lent itself well to pure community messaging, but it was hard to do a brochure for Canonical data center services for Ubuntu on servers. We have not only Ubuntu, but also Kubuntu and an important range of derivatives that all have a role in our ecosystem.
So we spent a lot of time trying to distill the requirements down into a set of three dimensions:
We found a set of ideas which each represent those spectrums, and which work together.
For example, we identified a palette which includes both a fresh, lively Orange, and a rich, mature Aubergine, which work together. The use of Aubergine indicates Commercial involvement of one form or another, while Orange is a signal of community engagement. The Forums will use the Orange elements more strongly, and a formal product brochure, with descriptions of supporting services, would use more of the Aubergine.
On the consumer/enterprise spectrum, we took inspiration from the aerospace industry, and identified a texture of closely spaced dots. When you see more of that, it means we’re signalling that the story is more about the enterprise, less of that, and it’s more about the consumer. Of course, there are cross-overs, for example when we are talking about the corporate desktop, where we’ll use that closely space dot texture as a boundary area, or separator. We also identified shades of Aubergine that are more consumer, or more enterprise – the darker shades mapping to a stronger emphasis on enterprise work.
And on the end-user / engineer spectrum, we took inspiration from graph paper and engineering blue prints. When you see widely spaced patterns of dots, or outline images and figures, that’s signalling that the content is more engineering-oriented than end-user oriented.
Using different aesthetics to reach different audiences across a broad spectrum of interests and familiarity — Greens could learn from this.