Goal
The aim of this task is to create a a Brand Brief and lay out some guidelines for the KDE brand.
The brief will help marketers, promotes, designers of promotional material, etc. have a clear idea of the underlining principles and objectives of KDE in the
It will help, for example, set the tone of messages; guide the design of logos, cards and slides; define the aims to achieve when visiting events; etc.
The guidelines will help members of our community and external organisations correctly use our logos, names of our products and slogans.
Methodology
There is a skeleton document here. In this task, we will discuss and flesh out the content which has to go under each header until we have complete document we consider comprehensively defines the brief and guidelines.
TODO
- compile list of correct and current logos for KDE and apps into a folder we can refer to in the guidelines
- add items to this TODO list ;-P
- ...
Current draft:
KDE - Brand Brief and Guidelines
Brief
Vision Statement
(This includes long and short-term objectives for a brand.)
- Long term objectives
- Make *KDE* a a recognisable for the general public, even a household name, and a synonym of good, powerful, socially responsible and useful software for a wide variety of tasks
- Short term objective
- ...
Mission Statement
(The mission statement should provide a summary of how you intend to achieve your vision.)
Brand promise
(A brand promise encompasses the solutions and expectations your brand aims to communicate to customers and prospects.)
Brand values
(Brand values express the unique core values a brand is based around. Integrity, quality, and eco-friendliness are just some examples of brand values.)
- Openness and transparency
- Collaboration
- Respect for users
- Privacy protecting
- Eco friendliness
- Innovative
- ...
Target audience
(A brand brief should outline what types of consumers a brand intends to engage with and serve.)
Brand-positioning/USP
(Brand positioning provides the ultimate reason why customers should choose a brand over other options.)
- End users of computer software
- Students
- Social activists
- Creators/Artists
- ...
Key competitors
(A brand brief should also identify similar brands that would be most likely to also win over the target audience. )
- Microsoft products
- Adobe products
- Apple products
- ...
Competitive advantage
(The competitive advantage includes the conditions or circumstances that allow a brand to offer better solutions over key competitors.)
- Price
- Features
- Flexibility
- Frequent updates / rapid response to bug reports
- Privacy protection
- Malware resistant
- No need to renew hardware
- ...
Brand voice
(The brand voice outlines a brand's style of communication. Brand voice includes the words and tone that should be used (or not used) throughout all brand communications.)
- Close
- Friendly
- Stripped of marketing-speak, buzzwords and bullshit
- No empty promised or vagueries
- Humorous
- Fun
- Accurate
- ...
Brand culture
(Lastly, brand culture provides a list of principles, a code of conduct and work ethics that should exist within the internal environment of the brand.)
Guidelines
Names
KDE
KDE refers to the community and the software it produces. KDE is not an acronym and does not refer to the desktop environment KDE produces (see below)
Plasma
- Plasma, KDE Plasma, KDE's Plasma desktop environment
- Not KDE, K Desktop Environment
Other Software
- Kdenlive (**not* Kden, Kden Live, KDEnlive)
Logos
- Design
- Colours
- Old logos (do not use)
Slogan
- "Made by KDE"