@subheading Goals

The @file{trunk/Identity} describes what The CentOS Project Corporate
Identity is and the components it is made of.

@subheading Description

The CentOS Project Corporate Identity is the ``persona'' of the
organization known as The CentOS Project.  The CentOS Project
Corporate Identity plays a significant role in the way The CentOS
Project, as organization, presents itself to both internal and
external stakeholders. In general terms, The CentOS Project Corporate
Identity expresses the values and ambitions of The CentOS Project
organization, its business, and its characteristics.  

The CentOS Project Corporate Identity provides visibility,
recognizability, reputation, structure and identification to The
CentOS Project organization by means of @emph{Corporate Design},
@emph{Corporate Communication}, and @emph{Corporate Behaviour}.

@image{trunk/Identity/Images/Manual/Corporate/monolithic,450pt,,,jpg}

@subsubheading Corporate Mission

The CentOS Project exists to provide The CentOS Distribution.
Additionally, The CentOS Project provides The CentOS Web and The
CentOS Showroom to support and promote the existence of The CentOS
Distribution, respectively.

@subsubheading Corporate Design

Corporate design is focused on the effective communication of
corporate visual messages. Corporate visual messages are all the
information emitted by a corporation that can be perceived by the
people through their visual sence (i.e., the human eye).  In order for
such visual communication to happen, it is required to put the visual
message on medium available for people to see.  These kind of media
are know as corporate visual manifestations, since the corporate
manifests its existence through them using corporate design. 

The amount of visual manifestations a corporation uses to communicate
its existence is very specific to each corporation itself. Inside The
CentOS Project Corporate Identity, considering @emph{The CentOS
Project Corporate Structure}, @emph{The CentOS Project Corporate
Mission} and @emph{The CentOS Project Release Schema}, the following
visual manifestations were defined:

@table @strong 
@item The CentOS Distribution 

The CentOS Distribution visual manifestation exists to cover all
actions related to artwork production and rebranding required by the
The CentOS Distribution (@pxref{Directories trunk Identity Themes
Models Default Distro}) in order to comply with its upstream
redistribution guidelines.

The CentOS Distribution is made of software packages. Inside the
distribution there are packages that make a remarkable use of images
and there are packages that don't use images at all. The CentOS
Distribution visual manifestation gets focused on software packages
that do use images in a remarkable way (e.g., @file{anaconda},
@file{grub}, @file{syslinux}, @file{gdm}, @file{kdm}) and that way,
through images, implements the corporate design in The CentOS
Distribution (i.e., the operating system).

@item The CentOS Web

The CentOS Web visual manifestation exists to support The CentOS
Distribution. 

The CentOS Web covers web applications which let The CentOS Project to
manifest its existence on the Internet. Through these web applications
The CentOS Project provides Corporate Communication.  These web
applications are free software and come from different providers which
distribute their work with predefined visual styles.  Frequently,
these predefined visual styles have no visual relation among
themselves and introduce some visual contraditions when they all are
put together.  These visual contraditions need to be removed in order
to comply with The CentOS Project Corporate Structure guidelines.

@item The CentOS Showroom

The CentOS Showroom visual manifestation exists to promote The CentOS
Distribution.

The CentOS Showroom covers industrial production of objects branded by
The CentOS Project (e.g., clothes, stationery and installation media).
These branded objects are for distribution on social events and/or
shops. They provide a way of promotion and a route for
commercialization that may help to aliviate The CentOS Project
expenses (e.g., electrical power, hosting, servers,
full-time-developers, etc.), in a similar way as donations may do.

@end table

The visual manifestations above seem to cover all the media required
by The CentOS Project, as organization, to show its existence.
However, other visual manifestations could be added in the future, if
needed, to cover different areas like building, offices, road
transportation and whaterver visual manifestation The CentOS Project
thouches to show its existence.

@subsubheading Corporate Communication

The CentOS Project Corporate Communication is based on @emph{Community
Communication} and takes place through the following avenues:

@itemize
@item The CentOS Chat (@code{#centos}, @code{#centos-social},
@code{#centos-devel} on irc.freenode.net)
@item The CentOS Mailing Lists (@url{http://lists.centos.org/}).
@item The CentOS Forums (@url{http://forums.centos.org/}).
@item The CentOS Wiki (@url{http://wiki.centos.org/}).
@item Social events, interviews, conferences, etc.
@end itemize

@subsubheading Corporate Behaviour

The CentOS Project Corporate Behaviour is based on @emph{Community
Behaviour} which take place on @emph{Corporate Communication}.

@subsubheading Corporate Structure

The CentOS Project Corporate Structure is based on a @emph{Monolithic
Corporate Visual Identity Structure}. In this configuration, one
unique name and one unique visual style is used in all visual
manifestation of The CentOS Project.

In a monolithic corporate visual identity structure, internal and
external stakeholders use to feel a strong sensation of uniformity,
orientation, and identification with the organization. No matter if
you are visiting web sites, using the distribution, or acting on
social events, the one unique name and one unique visual style
connects them all to say: @emph{Hey! we are all part of The CentOS
Project}.

Other corporate structures for The CentOS Project have been considered
as well. Such is the case of producing one different visual style for
each major release of The CentOS Distribution. This structure isn't
inconvenient at all, but some visual contradictions could be
introduced if it isn't applied correctly and we need to be aware of
it. To apply it correctly, we need to know what The CentOS Project is
made of.

The CentOS Project, as organization, is mainly made of (but not
limited to) three visual manifestions: Distribution, Web and Showroom.
Inside the Distribution visual manifestations, The CentOS Project
maintains near to four different major releases of CentOS
Distribution, parallely in time.  However, inside The CentOS Web
visual manifestations, the content is produced for no specific release
information (e.g., there is no a complete web site for each major
release of The CentOS Distribution individually, but one web site to
cover them all). Likewise, the content produced in The CentOS Showroom
is created for no release-specific at all, but for The CentOS Project
in general.

In order to produce the correct corporate structure for The CentOS
Project we need to concider all the visual manifestations The CentOS
Project is made of, not just one of them.  If one different visual
style is used for each major release of The CentOS Distribution, which
one of those different visual styles would be used to cover the
remaining visual manifestations The CentOS Project is made of (e.g.,
The CentOS Web and The CentOS Showroom)?

Probably you are thinking, that's right, but The CentOS Brand connects
them all already, why would we need to join them up into the same
visual style too, isn't it more work to do, and harder to maintain?

Harder to maintain, more work to do, probably. Specially when you
consider that The CentOS Project has proven stability and consistency
through time and, that, certainly, didn't come through swinging
magical wands or something but hardly working out to automate tasks
and providing maintainance through time. Said that, we consider that
The CentOS Project Corporate Structure must be consequent with such
stability and consistency tradition. It is true that The CentOS Brand
does connect all the visual manifestations it is present on, but that
connection would be stronger if one unique visual style backups it.
In fact, whatever thing you do to strength the visual connection among
The CentOS Project visual manifestations would be very good in favor
of The CentOS Project recognition.

Obviously, having just one visual style in all visual manifestations
for eternity would be a very boring thing and would give the idea of a
visually dead project. So, there is no problem on creating a brand new
visual style for each new major release of The CentOS Distribution, in
order to refresh The CentOS Distribution visual style; the problem
itself is in not propagating the brand new visual style created for
the new release of The CentOS Distribution to all other visual
manifestations The CentOS Project is made of, in a way The CentOS
Project could be recognized no matter what visual manifestation be in
front of us. Such lack of uniformity is what introduces the visual
contradition we are precisely trying to solve by mean of themes
production in the CentOS Artwork Repository.

@subheading Usage

The @file{trunk/Identity} directory structure organizes most files
used to build and implement The CentOS Project Corporate Identity. In
that sake, the following work lines are available:

@table @strong

@item Brushes

This work line provides brushes for GIMP. When you prepare the
repository, brushes in this location are made available immediatly for
you to use in the ``Brushes'' panel of GIMP.

@xref{Directories trunk Identity Brushes}, for more
information.

@item Fonts

This work line provides the typography information required by all
different visual manifestations of The CentOS Project. When you
prepare the repository, fonts in this location are made available
immediatly for you to use in GIMP and Inkscape.

@xref{Directories trunk Identity Fonts}, for more information.

@item Images

This work line provides output location for final images that don't
need to use background images (e.g., brands, icons, illustrations,
etc.).

@xref{Directories trunk Identity Images}, for more information.

@item Models

This work line provides design models for final images that don't need
to use background images (e.g., brands, icons, illustrations, etc.).

@xref{Directories trunk Identity Models}, for more information.

@item Palettes 

This work line provides palettes of colors for GIMP and Inkscape. When
you prepare the repository, palettes of colors in this location are
made available immediatly for you to use in the ``Palettes'' panel of
GIMP and Inkscape.

@xref{Directories trunk Identity Palettes}, for more information.

@item Patterns

This work line provides patterns for GIMP. When you prepare the
repository, patterns in this location are made available immediatly
for you to use in the ``Patterns'' panel of GIMP.

@xref{Directories trunk Identity Patterns}, for more information.

@item Themes

This work line provides theme design models and theme artistic motifs
for The CentOS Project. If you are interested in creating brand new
visual styles for The CentOS Project this is the place for you.

@xref{Directories trunk Identity Themes}, for more information.

@item Webenv

This work line provides the HTML/XHTML and CSS standard definitions
used by The CentOS Web visual manifestation. If you are a web
developer and plan to improve The CentOS Web visual manifestation,
then the files in this location may result very useful to you.

@xref{Directories trunk Identity Webenv}, for more information.
@end table

@subheading See also

See @url{http://en.wikipedia.org/Corporate_identity} (and related
links), for general information on Corporate Identity. 

Specially useful has been, and still is, the book @emph{Corporate
Identity} by Wally Olins (1989). This book provides many of the
conceptual ideas we've used as base to build The CentOS Artwork
Repository.