Blame Documentation/identity.asciidoc

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[[identity]]
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The CentOS Project Identity
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===========================
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The CentOS Project identity is based on a monolithic visual structure.
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In a monolithic visual structure, the organization has one unique name
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(<<centos-brand>>) and one unique visual style (<<centos-themes>>) in
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all its visual manifestations, internal and external stakeholders use
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to feel a strong sensation of uniformity, orientation, and
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identification with the organization. No matter if they are visiting
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web sites, using the distribution, or acting on social events, the one
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unique name and one unique visual style connects them all to say: Hey!
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we are all part of The CentOS Project.
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== The CentOS Mission
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The CentOS Project exists to produce The CentOS Distribution, an
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Enterprise-class Linux Distribution derived from sources freely
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provided to the public by a prominent North American Enterprise Linux
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vendor.  The CentOS Distribution conforms fully with the upstream
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vendors redistribution policy and aims to be 100% binary compatible.
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(The CentOS Distribution mainly changes packages to remove upstream
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vendor branding and artwork.).
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The CentOS Distribution is developed by a small but growing team of
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core developers.  In turn the core developers are supported by an
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active user community including system administrators, network
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administrators, enterprise users, managers, core Linux contributors
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and Linux enthusiasts from around the world.
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The CentOS Distribution has numerous advantages including: an active
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and growing user community, quickly rebuilt, tested, and QA'ed errata
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packages, an extensive mirror network, developers who are contactable
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and responsive of a reliable Enterprise-class Linux Distribution,
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multiple free support avenues including a
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http://wiki.centos.org/[Wiki],
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http://www.centos.org/modules/tinycontent/index.php?id=8[IRC Chat],
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http://lists.centos.org/[Email Lists],
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http://www.centos.org/modules/newbb/[Forums], and a dynamic
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http://www.centos.org/modules/smartfaq/[FAQ].
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[[centos-visual-manifestations]]
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== The CentOS Visual Manifestations
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The CentOS Artwork SIG has identified the following visual
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manifestations for The CentOS Project organization:
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* The CentOS Distribution -- to control the operating system appearance.
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* The CentOS Web environment -- to control the web applications appearance.
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* The CentOS Showroom -- to control the appearance of goods produced
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  by industrial means.
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=== The CentOS Distribution
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This visual manifestation communicates its existence through software
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packages.  There are packages that make a remarkable use of images,
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packages that make a moderate use of images, and packages that don't
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use images at all.  This visual manifestation is focused on rebuilding
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the packages that make use of images affecting the visual style of of
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the final product. Special attention is dedicated to change packages
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holding upstream branding information (e.g., _redhat-logos_ and
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_redhat-artwork_).
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- The operating system itself (communicates the essence of The CentOS
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  Project existence.).
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- The release schema (lifetime) and all the stuff related (e.g.,
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  release notes, documentation, erratas, etc.).
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=== The CentOS Web Environment
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This visual manifestation communicates its existence through web
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applications.  These web applications are free software and come from
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different providers which distribute their work with predefined visual
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styles.  Frequently, these predefined visual styles have no visual
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relation among themselves and introduce some visual contradictions
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when they all are put together.  Removing these visual contradictions
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is object of work for this visual manifestation.
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- The CentOS Chat.
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- The CentOS Mailing Lists.
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- The CentOS Forums.
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- The CentOS Wiki.
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- Special Interest Groups (SIGs).
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- Social Events, Interviews, Conferences, etc.
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- The extensive network of mirrors available for downloading ISO files
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  as well as RPMs and SRPMs used to build them up in different
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  architectures.
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=== The CentOS Showroom
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This visual manifestation communicates its existence through
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production of industrial goods carrying The CentOS Brand.  These
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branded goods are directed to be distributed on social events and/or
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shops. They provide a way of promotion and commercialization that may
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help to reduce The CentOS Project expenses (e.g., electrical power,
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hosting, servers, full-time-developers, etc.). Some of the goods
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produced here include the following:
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- Advertisements (e.g., posters, flyers, stickers, paper bags, stands,
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  ...).
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- Office Stuff (e.g., pens, folders, cups for coffee,  ...)
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- Clothes (e.g., shirts, pullovers, sweaters, caps, ...).
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- Installation media (e.g., pen-drives, CDs and DVDs with labels and
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  sleeves included).
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[[centos-brand]]
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== The CentOS Brand
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The CentOS Brand is the main graphical identification of The CentOS
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Project.  The CentOS Artwork SIG uses The CentOS Brand to connect all
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the visual manifestations The CentOS Project is made of (see
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<<centos-visual-manifestations>>) and, this way, it provides visual
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recognition among similar projects available on the Internet.
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The CentOS Brand is composed of a graphical component known as The
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CentOS Symbol and a typographical component known as The CentOS Type.
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When The CentOS Symbol and The CentOS Type are combined, they create
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what we know as The CentOS Logo.  All the components that make The
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CentOS Brand can be used together or separately, considering that, in
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hierarchy order, The CentOS Logo is rather preferred than The CentOS
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Symbol, as well as The CentOS Symbol is rather preferred than The
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CentOS Type alone.
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The CentOS Brand must be exactly the same every time it is printed
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out, no matter what the impression medium is.  A route to reproduce
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The CentOS Brand this way must be used in order to avoid reproduction
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mistakes of any kind when final images are branded with it. To prevent
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such mistakes, The CentOS Artwork SIG creates SVGZ files only for The
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CentOS Symbol and The CentOS Type components. Then, using automation
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scripts, final images in different sizes, colors and formats are
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produced for them.  In this environment, if changes are introduced to
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The CentOS Symbol and The CentOS Type, they will be propagated to all
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images holding them, the next time they all are rendered. Since the
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whole rendition process is fully automated, the fact of propagating
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brand information through a variable number of images is fairly simple
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and exact.
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=== The CentOS Symbol
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The CentOS Symbol is the graphical part of The CentOS Logo. The CentOS
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Artwork SIG uses The CentOS Symbol to ``brand'' images produced by The
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CentOS Project and provide visual connection between them so they can
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be monolithically recognized as part of The CentOS Project.  The
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CentOS Symbol must be exactly the same every time it is printed out.
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To grant this uniqueness, The CentOS Artwork SIG designs The CentOS
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Symbol in SVGZ format and uses automation scripts to produce final
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images from on it. Final images produced from automation scripts vary
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in format, color and size but The CentOS Symbol proportion is strictly
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retained in all of them.
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==== Construction
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1. ...
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==== Usage Restrictions
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In order to apply The CentOS Symbol to other images correctly, the
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following usage restrictions must be complied:
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1. ...
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==== Color Restrictions
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In order to apply The CentOS Symbol to other images correctly, the
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following color restrictions must be complied:
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1. ...
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==== Acceptable Variations
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Printing too many different colors on specific sorts of media may
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result very expensive sometimes, so the following acceptable
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variations for The CentOS Symbol are also available:
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1. ...
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=== The CentOS Type
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The CentOS Type is the typographical part of The CentOS Logo.  The
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CentOS Type is used to ``brand'' images produce by The CentOS Project
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and provide visual connection between images so they can be
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monolithically recognized as part of The CentOS Project.  The CentOS
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Type alone provides less recognition than The CentOS Logo and The
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CentOS Symbol. Frequently, The CentOS Type is used to advert the major
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release of CentOS Distribution on the first images shown as part of
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distribution installation process.  The CentOS Symbol and any release
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information printed out with it must have exactly the same proportions
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every time they are printed out.  To grant this uniqueness, The CentOS
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Artwork SIG designs The CentOS Type in SVGZ format and uses automation
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scripts to produce final images from on it. Final images produced from
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automation scripts vary in format, color and size but The CentOS Type
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proportion is strictly retained in all of them.
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image:corporate-fonts.png[corporate-fonts.png]
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==== Construction
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1. ...
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==== Usage Restrictions
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In order to apply The CentOS Type to other images correctly, the
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following usage restrictions must be complied:
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1. ...
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==== Color Restrictions
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In order to apply The CentOS Symbol to other images correctly, the
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following color restrictions must be complied:
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1. ...
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==== Acceptable Variations
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Printing too many different colors on specific sorts of media may
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result very expensive sometimes, so the following acceptable
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variations for The CentOS Type are also available:
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1. ...
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=== The CentOS Logo
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The CentOS Logo is the combination of The CentOS Symbol and The CentOS
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Type. The CentOS Artwork SIG uses The CentOS Logo to ``brand'' images
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produced by The CentOS Project and provide visual connection between
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them so they can be monolithically recognized as part of The CentOS
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Project.  The CentOS Logo must be exactly the same every time it is
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printed out. To grant this uniqueness, The CentOS Artwork SIG doesn't
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create The CentOS Logo in SVGZ format, instead it combines final
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images produced from The CentOS Symbol and The CentOS Type using
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automation scripts.  Because final images related to both The CentOS
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Symbol and The CentOS Type do share common proportions, it is possible
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for automation scripts to combine them in a great number of ways to
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produce a great number of final images for The CentOS Logos and with
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high levels of exactitude.
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==== Construction
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image:corporate-logo-howto.png[corporate-logo-howto.png]
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==== Usage Restrictions
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In order to apply The CentOS Logo to other images correctly, the
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following usage restrictions must be complied:
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1. ...
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==== Color Restrictions
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In order to apply The CentOS Logo to other images correctly, the
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following color restrictions must be complied:
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1. ...
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==== Acceptable Variations
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Printing too many different colors on specific sorts of media may
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result very expensive sometimes, so the following acceptable
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variations for The CentOS Logo are also available:
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1. ...
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== The CentOS Palette
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In addition to colors used in The CentOS Symbol (9ccd2aff, 932279ff,
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262577ff, efa724ff) and The CentOS Default Background Color
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(204c8dff), The CentOS Artwork SIG uses the following colors in their
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corporate graphic designs:
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image:../corporate-colors.png[corporate-colors.png]
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Artistic motifs have not any limitation in the number of colors used.
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If you are a graphic designer creating artistic motifs for The CentOS
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Project, feel free to take your creativeness at its limit by creating
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color-full artistic motifs. For final bootup images which require a
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reduced number of colors, create palette of colors for them with the
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appropriate number of colors and let the *render* module of
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*centos-art.sh* script to do the rest.
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[[centos-themes]]
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== The CentOS Themes
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The CentOS themes organize visual styles for all the visual
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manifestation The CentOS Project is made of. In order to automate the
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process of rendering images based on customizable patterns, themes
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have been divided into ``design models'' and ``artistic motifs.''
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image:identity-themes.png[identity-themes.png]
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[[centos-themes-models]]
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=== Design Models
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Design models are compressed SVG files created with Inkscape. They
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describe the image files used to implement the CentOS project visual
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manifestations.  For example, in the specific case of CentOS
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distribution, each final image you want to re-brand has a design model
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associated used to set the final image dimensions, whether or not it
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has round borders, and what background to use on it.  Design models
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are created once and rarely modified through time. They are only
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modified if the visual manifestation they refer to changes or needs to
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be tuned up.
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Localization of design models is also possible. It takes place in the
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same directory of design models, through PO files which are
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manipulated by automation scripts. The localization of design models
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allows production of final images for different locales.  For example,
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if you decide to use slide images in CentOS installer, you need to
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create one design model for each slide image you want to produce in
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English language.  Then, using *locale* module of *centos-art.sh*
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script, you create PO files for each design model you have.  PO files
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are created using the current language information of your terminal
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(e.g., see value of +LANG+ variable).  Then, you use the *locale*
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module again to edit the PO files and provide string translations from
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English to your preferred language.  Once translations are on the PO
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files, you use the *render* module of *centos-art.sh* script to
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produce final images for your locale, based on the artistic motif you
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initiate rendition for and the related design models set in the
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rendition configuration file.
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[[centos-themes-motifs]]
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=== Artistic Motifs
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Artistic motifs are PNG images holding the background information of
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each design model available.  One important characteristic of artistic
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motifs is preserving one unique visual style for all the PNG images
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they are made of.  Artistic motifs aren't limited in number. It is
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possible to have several artistic motifs and produce final images for
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all of them using one single set of design models. Artistic motifs
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give plenty of room for graphic designers' creativeness.  As
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convention, artistic motifs are conceived without any specific brand
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information on them. The brand information is set later using
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automation scripts and final branding images, when final images are
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produced.
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== The CentOS Behavior
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The CentOS Behavior is focused on the effective social interaction of
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each member involved in the organization (e.g., core developers,
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community members, etc.).  It is related to ethics and politics used
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inside and outside the community. It is related to the sense of
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direction chosen by the community and the way the community projects
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itself to achieve it.
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The CentOS Behavior is based on a meritocracy (the more you do the
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more you are allowed to do).
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== The CentOS Visual Structure
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The CentOS Project has a monolithic visual structure. In it, The
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CentOS Project expresses its visual identity through one unique name
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and one unique visual style through all the visual manifestations it
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is made of.
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In order for The CentOS Project to express its identity according a
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monolithic visual structure, it is required to consider all the visual
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manifestations The CentOS Project is made of, not just one of them.
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For example, if one different visual style is implemented for each
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major release of The CentOS Distribution, which one of those different
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visual styles would be used to cover the remaining visual
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manifestations The CentOS Project is made of (e.g., The CentOS Web and
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goods from The CentOS Showroom)?
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Having one unique visual style in all visual manifestations for
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eternity would give the idea of a visually out-of-dated project. So,
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there is no problem on creating new visual styles for one of the
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visual manifestations from time to time, in order to refresh the way
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it looks and feels; the problem itself is in not propagating the new
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visual style created, onto all other visual manifestations The CentOS
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Project is made of, in a way that The CentOS Project does be
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recognized in the new look and feel, no matter what visual
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manifestation be in front of us.  Such lack of uniformity is what
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introduces the visual contradiction The CentOS Artwork SIG is
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precisely trying to solve by mean of identifying, organizing and
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automating artwork production inside The CentOS Artwork Repository
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(<<repository>>).
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