The new style of Ubuntu is driven by the theme "Light". We've developed a comprehensive set of visual guidelines and treatments that reflect that style, and are updating key assets like the logo accordingly. The new theme takes effect in 10.04 LTS and will define our look and feel for several years.
Ubuntu has seen a tremendous amount of growth and change since it was conceived in 2004. Back then it was a small project with strong ambitions and a handful of developers passionate about delivering a world class Linux Operating System that can compete on every level with Microsoft and Apple. We adopted a style based on the tagline "Linux for Human Beings", and called it "Human". Six years on we have made incredible progress. Ubuntu is a global phenomenon: we have carved out a pervasive culture of quality and design, thoughtful usability and great technology all fused together in a project that maintains the same commitment to community and collaborative development that we embraced back in 2004.
In 2009, a small team lead by Mark Shuttleworth, conducted a review of our key brand values and identity. Based on that work, a set of visual treatments were produced, and shared with key members of the Ubuntu Art community, spanning the core distributions, derivatives, and aligned efforts like the Forums. Representatives from Ubuntu, Kubuntu, Edubuntu, Xubuntu, Mythbuntu, SpreadUbuntu [ https://wiki.ubuntu.com/SpreadUbuntu ] and more came to London and worked with the Canonical design team to refine the designs and work together. The results of that work are presented here.
The key values we believe are reflected in the Ubuntu project are:
While the branding has changed, the freedoms and rights have not: our global community will still maintain access to the resources needed to construct logos that use the branding. We will be providing the new font, images, colour specs, and a set of recommendations for creating branding for websites, t-shirts and the other needs of our community. As before we will protect the integrity of the Ubuntu brand with the Ubuntu Trademark Policy (http://www.ubuntu.com/aboutus/trademarkpolicy).
The new style in Ubuntu is inspired by the idea of "Light".
We're drawn to Light because it denotes both warmth and clarity, and intrigued by the idea that "light" is a good value in software. Good software is "light" in the sense that it uses your resources efficiently, runs quickly, and can easily be reshaped as needed. Ubuntu represents a break with the bloatware of proprietary operating systems and an opportunity to delight to those who use computers for work and play. More and more of our communications are powered by light, and in future, our processing power will depend on our ability to work with light, too.
Visually, light is beautiful, light is ethereal, light brings clarity and comfort.
Historical perspective: From 2004-2010, the theme in Ubuntu was "Human". Our tagline was "Linux for Human Beings" and we used a palette reflective of the full range of humanity. Our focus as a project was bringing Linux from the data center into the lives of our friends and global family.
To show off the new look and feel, we have prepared a number of examples applied to the many and sundry types of visual content we use across Ubuntu, merchandise and elsewhere.
After six years it was time to refresh the face of Ubuntu starting with the word mark. We wanted Ubuntu to reflect the precision and engineering that sits at the heart of the product. The new logo reflects this but not at the expense of the immediately recognisable circle of friends.
A vibrant community has grown up around Ubuntu and we're thrilled and proud of what we've all helped to create. With that in mind we wanted to make sure that you don't have to throw that work away. You can incorporate what you've done into this work.
Boot Splash
To celebrate this fresh new look and exciting palette we've really simplified the boot experience. Not that you'll see it for very long thanks to the amazing work by the engineering teams!
Some more examples can be found here [ https://wiki.ubuntu.com/Brand2 ].
Brand (last edited 2010-03-03 22:37:35 by Chris Jones [ https://launchpad.net/~cmsj ])
Copyright 2010