Blame Manual/repository-latex/Concepts/Identity/brands.tex

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% Part   : Concepts
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% Chapter: Corporate Identity
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% ------------------------------------------------------------
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% $Id: brands.tex 6207 2010-08-05 13:11:13Z al $
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% ------------------------------------------------------------
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\section{The CentOS Brand}
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\hypertarget{sec:Concepts:Identity:Brands}{}
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\label{sec:Concepts:Identity:Brands}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/
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\end{description}
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\noindent The CentOS brand is the name or trademark that conncects the
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producer with their products. In this case, the producer is The CentOS
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Project and the products are the CentOS distributions, the CentOS web
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sites, the CentOS promotion, etc.
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The CentOS Project uses the CentOS brand inside its GNU/Linux
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enterprise distributions, web sites, and promotions to connect them
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all visually and this way committing the monolithic visual structure
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where one unique name and one unique visual style is used in all
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visual manifestations.
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% ------------------------------------------------------------
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\section{The CentOS Logotype}
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\hypertarget{sec:Concepts:Identity:Brands:Logotype}{}
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\label{sec:Concepts:Identity:Brands:Logotype}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/Type
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\end{description}
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\noindent The CentOS Logotype is represented by the word ``CentOS''
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using \texttt{denmark.ttf} typography. See
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\autoref{fig:Concepts:Identity:Brands:Logotype}.
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Type/Build/a/801.pdf}}
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\end{center}
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\caption{The CentOS Logotype.%
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    \label{fig:Concepts:Identity:Brands:Logotype}}
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\end{figure}
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% ------------------------------------------------------------
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\section{The CentOS Symbol}
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\hypertarget{sec:Concepts:Identity:Brands:Symbol}{}
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\label{sec:Concepts:Identity:Brands:Symbol}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/Symbol
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\end{description}
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\noindent The CentOS Symbol is the main visual representation of The
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CentOS Project, and probably the most importat visual component inside
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CentOS corporate identity. See
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\autoref{fig:Concepts:Identity:Brands:Symbol}.  Due the CentOS symbol
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is graphical element, without any kind of embedded typography, it
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provides an efficient way of identification in a multi-language
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environments.
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Symbol/Build/5c-a/801.pdf}}
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\end{center}
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\caption{The CentOS Symbol.%
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    \label{fig:Concepts:Identity:Brands:Symbol}}
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\end{figure}
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% ------------------------------------------------------------
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\section{The Concept Behind CentOS Symbol}
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\hypertarget{sec:Concepts:Identity:Brands:SymbolConcept}{}
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\label{sec:Concepts:Identity:Brands:SymbolConcept}
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At the moment of writting these lines, I haven't found any reference
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about the author who worked out the CentOS symbol and the concept
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behind its design.  That information would be useful as motivation
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source.  The CentOS symbol is the visual representation of that the
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CentOS community is working for, it would be very nice to have that
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information available somewhere.  Until then, all we can do is giving
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interpretations about it.
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I will take the adventure of describing my personal interpretation
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about the CentOS symbol design and the concept behind it.  This
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interpretation is not definite, nor a final concept. Certainly, this
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interpretation may have nothing in common with the one used by the
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author of CentOS symbol. The ideas written in this section may change
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in the future in the sake of reaching a better CentOS symbol
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interpretation for the CentOS community to stand on.\footnote{This is
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probably an interesting topic to debate at
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``\href{mailto:centos-devel@centos.org}{centos-devel@centos.org}''
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mailing list.}
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The first thing, in order to interpret the CentOS symbol, is to know
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which is ``\hyperlink{sec:Concepts:CentOS:Mission}{The CentOS Project
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Mission}'' (\autoref{sec:Concepts:CentOS:Mission}) and feel a deep
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compromise with it.  Later on, take a look to the CentOS symbol and
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try to identify each component its design is based on. If you take a
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careful look at \autoref{fig:Concepts:Identity:Brands:Symbol} you find
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that the CentOS symbol is based on squares, arrows and different
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colors.
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The square is a geometrical figure that has four parallel sides of
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equal dimensions. The equal dimensions brings the idea of justice
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among all parts involved. That is, each part is in harmony one
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another. This kind of harmony could be verified at simple sight, or
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you can take a rule and messure each side to see that they have the
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same dimensions.  As long as we can verify this harmony is true, it
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starts to be a fact of reason that we can rely on. 
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In a second state, the CentOS symbol is built of four identical
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$90^{\circ}$ squares filled with unique colors. The squares provide
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reason based pragmatic facts. The colors provide emotions. So, in this
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design state we could say that different emotions are controlled by
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the same pragmatic reasons.
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In a third state, the $90^{\circ}$ set of squares is duplicated to
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create a new set of squares. In this new set of squares fill colors
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were removed and the whole squares set was rotated $45^{\circ}$.  At
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this point eight arrows, pointing the outside, are immediatly visible.
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Emotions are so strong that they found a way to expand themselves out
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of $90^{\circ}$ pragmatic reasons.  But reason evolves with changes
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and takes new forms ---the $45^{\circ}$ squares set--- to let flow off
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the emotions' nature, and thus, uses that enormous expansion force to
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create an infinite loop of common benefits, still controlled by the
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reason of pragmatic facts.
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At this point the CentOS symbol has been completed.
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% ------------------------------------------------------------
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\section{The CentOS Trademark}
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\hypertarget{sec:Concepts:Identity:Brands:Trademark}{}
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\label{sec:Concepts:Identity:Brands:Trademark}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/Type/Tpl/2c-tm.svg
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\end{description}
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\noindent The CentOS Trademark is a distinctive sign or indicator used
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by The CentOS Project (as legal entity) to identify that its product
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(The CentOS Distribution) or services to consumers with which the
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trademark appears originate from a unique source, and to distinguish
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its products or services from those of other entities.
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Type/Build/tm/801.pdf}}
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\end{center}
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\caption{The CentOS Trademark.%
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    \label{fig:Concepts:Identity:Brands:Trademark}}
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\end{figure}
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A trademark is designated by the following symbols:
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\begin{itemize}
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\item $^{\textup{\textsc{tm}}}$ (for an unregistered trademark, that
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is, a mark used to promote or brand goods);
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\item $^{\textup{\textsc{sm}}}$ (for an unregistered service mark,
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that is, a mark used to promote or brand services); and
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\item \textregistered\ (for a registered trademark).
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\end{itemize}
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% ------------------------------------------------------------
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\section{The CentOS Release Trademark}
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\hypertarget{sec:Concepts:Identity:Brands:Release}{}
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\label{sec:Concepts:Identity:Brands:Release}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/Type/Tpl/2c-tmr.svg
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\end{description}
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\noindent The CentOS Release Trademark combines the CentOS trademark
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and one decimal number.  Based on
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``\hyperlink{sec:Concepts:CentOS:Release}{The CentOS Release Schema}''
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(\autoref{sec:Concepts:CentOS:Release}), the CentOS project uses the
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CentOS release trademak to identify CentOS visual manifestations that
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share common visual structures with internal differences (i.e., The
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CentOS Distributions and their installation media).
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Construction of CentOS release trademark, for major releases 4 and 5,
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are illustrated on \autoref{fig:Concepts:Identity:Brands:Release:4}
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and \autoref{fig:Concepts:Identity:Brands:Release:5}, respectively.
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Type/Build/tmr4/801.pdf}}
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\end{center}
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\caption{The CentOS trademark for major release number four.%
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    \label{fig:Concepts:Identity:Brands:Release:4}}
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\end{figure}
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Type/Build/tmr5/801.pdf}}
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\end{center}
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\caption{The CentOS trademark for major release number five.%
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    \label{fig:Concepts:Identity:Brands:Release:5}}
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\end{figure}
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Another way is to copy the release trademark SVG artwork and paste it
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on the SVG design template you want it to appear in. Done that,
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replace the decimal number with the string \texttt{=MAJOR\_RELEASE=},
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exactly.
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When you render the artwork component, that where you pasted the
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release trademark SVG artwork in, you are producing the same artwork
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component design for as many major releases as you have specified in
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the translation structure of that artwork component being rendered.
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Note that, in order for this translation mechanism to work correctly,
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the translation structure should be prepared to support the major
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release schema first, as described in
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``\hyperlink{cha:Concepts:Translations}{Translation}''
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(\autoref{cha:Concepts:Translations}) and
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``\hyperlink{sec:Concepts:CentOS:Release}{The CentOS Release Schema}''
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(\autoref{sec:Concepts:CentOS:Release}).
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% ------------------------------------------------------------
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\section{The CentOS Logo}
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\hypertarget{sec:Concepts:Identity:Brands:Logos}{}
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\label{sec:Concepts:Identity:Brands:Logos}
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\begin{description}
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\item[framework:] trunk/Identity/Brands/Logos
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\end{description}
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\noindent The CentOS Logo is a graphical element (ideogram, symbol,
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emblem, icon, sign) that, together with its logotype (a uniquely set
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and arranged typeface) form The CentOS Trademark or commercial brand.
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See \autoref{fig:Concepts:Identity:Brands:Logos:Horizontal}.
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\begin{figure}
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\begin{center}
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\fbox{\includegraphics[width=0.8\textwidth]{%
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   /home/centos/artwork/trunk/Identity/Brands/Img/CentOS/Logo/Horizontal/Build/5c-tm/801.pdf}}
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\end{center}
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\caption{The CentOS Logo (horizontal) with trademark (TM) included.%
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    \label{fig:Concepts:Identity:Brands:Logos:Horizontal}}
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\end{figure}