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