Update branding

[Piedone]

We don't really have concise branding guidelines or even proper branding assets, just what's left over from a long time ago: https://docs.orchardcore.net/projects/O1/en/latest/Documentation/Walkthroughs/#orchard-branding

What I'd imagine:

• Possibly retouch the existing design a bit: E.g. the current logo's outer circle is strangely uneven.
• Maybe use a different branding color than the green there or just use those but then we should settle with the same main brand colors everywhere. Currently, there are these old greens and greys, then there's the other green on the website, a blue on the docs site and another blue for the social preview:
  
• Create new, high-resolution bitmaps.
• Possibly some branding guidelines on how to use the new assets.

We can potentially sponsor designers for this (the bottleneck is their capacity).

Here're the old branding assets in the docs.

[hishamco]

@Piedone is this the official logo, or we can design or suggest a new one?

[Piedone]

I'd keep the central "leaves in circle" motive, but probably update it somewhat. I'd prefer not to have a completely new one though.

[parisnoble]

Hi everyone,

My name is Paris Noble, brand strategist and co-founder of Elevate Strategy & Design. For the past 2 years we've been working closely together with Lombiq Technologies on many Orchard related projects that either needed something to do with strategy and/or design.

A few weeks ago me and @Piedone started chatting about the possibility of rebranding Orchard, which Lombiq would sponsor.
However, to do this we would want to involve other stakeholders into the rebranding process. This is mainly because the more deeply we involve the most important Orchard stakeholders the merrier, but also because this open-source project cannot be authentically rebranded without the OS mindset.

So what is branding and why rebranding?
A brand is a product, company, or service with a soul that is attractive and smart. A soul like this will bring in customers, and creates customer loyalty, and helps the longterm vision of product design.
In other words a brand is the customer's gut feeling of any given product, company, or service — and the better the customers perceive a brand, the more successful its company will become.

The reason why companies use branding is to radically differentiate themselves from the competition and create customer loyalty. Also, it may become the most valuable asset of a company — since as humans we make decisions based on emotions than on logic (yes, even developers :)), and good branding will help make stronger emotional ties between the company and its customers, followers.
Competition may steal your staff, your know-how, copy your product, beat you on price, but can never steal one's brand.

In the past two years working closely with Lombiq Technologies, we've learned how strong the Orchard community is, how much potential Orchard has, and how vital it is to sharpen its competitive edge.

What are the steps of branding?
Branding is much more than a logo or brand identity. Therefore first we need to establish a strategy. Brand strategy basically bridges the gap between business strategy and visual design. Therefore it's good to have good knowledge about the project we wish to brand.

1. The first step is usually setting a brand platform, which is usually done by the founders and key stakeholders via one or more workshops. The brand platform sets the most foundational parts of the new brand, including its personality, voice and tone, key messages it want to convey, and the overall most important strategy based on longterm goals and business strategy.
2. Creating the visual identity. This is the part where we write a brief based on the project goal and established brand strategy. If the project goal is a new visual identity or in this case a rebranding, then this is the step when we start developing the new logo etc.
3. Brand atmosphere & digital design: This is the part when we start writing copy, put out key messaging, create content, develop products etc for the new brand. Also this is the part when we can start creating new websites, digital products for our product, company or service.

So why do we want to start rebranding Orchard?
Branding is super important to make Orchard a widely known, competitive product, to truly make it an industry sensation. And with its amazing community and technology behind it, I am sure it can once become something disruptive.

What do you guys think? Would you be open to rebrand Orchard from the ground up and create a brighter, bolder, more competitive future we can all be a part of?

[agriffard]

My first remark would be that I don't see Orchard as a Product.

Here are some other thoughts:
Orchard might be underserved by the fact that you can do a lot of different kind of apps from a simplest to a more complex one so people can be confused by all those possibilities and the actual power of the framework.
Orchard is often perceived as a project with a steep learning curve. Even when some bloggers write articles, it is hard to go beyond the level 101.

In order to spread on a larger scale, I would say that Orchard might need:

• Direction: What is the current status, the next steps, ...
• Explanations: It must be clear after an hour of searching/testing if Orchard fits your needs.
• Recognition: State that every contribution counts.
• Transparency: Do not presume that, because this is an open source project, people understand exactly how everything works.
• Visibility: Spread the word, share about the true potential.

I am always impressed by the dedication of the contributors, the amount of time they can spend to improve the project.

We should also ask ourselves 'What makes a Framework/CMS popular?'

I hope that a new branding will be able help but it would be just one step on the path to the success we are all expecting.

[agriffard]

In a funny way, this reminds me a story about how the potaoes have been widespread in France:
https://commoninfirmities.com/2017/02/03/who-tricked-whom-into-eating-potatoes/

TLDR: If you want to make something successful, don't give it for free, people will not want it.
Instead, claim that it is strictly forbidden to use it but leave it available by some way, people will be intrigued and will want to try it.
This is some kind of reverse psychology, like the forbidden fruit.

[Skrypt]

I don't mind to be honest. This remembers me a story in 01 where guys wanted to rebrand the https://www.orchardcore.net/ website but it never concluded. Here, we have to be prudent into deciding what kind of rebranding it would be.

Changing the CMS name? That would be a bold move to be honest. The issue being that there is a lot of content already published on social medias and youtube using the Orchard name.

If the goal is to promote Orchard better then I'd say that it starts by making the current https://www.orchardcore.net/ more appealing and to make it usefull in a way where people will actually use it to promote their websites or services. Currently, I barely use the https://www.orchardcore.net/ website apart from clicking on the Podcast meeting link on the frontpage. Also, if we look at other platforms. Let's take https://ghost.org/ for example, they also offer SaaS services related with their CMS. Here with Orchard, there is no product offering of that kind, and no real budget for promoting the framework since it's just a common tool used by everyone. Also, Lombiq, promotes itself as a company that offers SaaS services around Orchard Core since version 01 so maybe this is where the rebranding money should be spent since it's a "company product". Just some thoughts ... to continue 😄

[Piedone]

Here're the old branding assets in the docs.

So as we discussed in today's meeting the first step would be to produce a variety of logos that we can properly use in a variety of places and make Orchard logo usage consistent across everywhere. This is more of a technical step which is really necessary because currently there's no easy way to get proper Orchard logos (like if you want to use them in a presentation).

And in the meantime, we can do the long discussion about what needs to be adjusted in Orchard's communication (like the contents of the website), if any. Quite a while ago @stevetayloruk did some work on revamping the Orchard (1) website but I don't think those materials are available anymore as Steve's blog disappeared. Steve, if you're out there, please respond.

[stevetayloruk]

@Piedone what do you need from me? The blog is still up, albeit not updated for a while!

https://www.stevetaylor.me.uk/

[Skrypt]

I think showing at least a video of the OC admin dashboard unique features would be a good start. Something that would summarize what is Orchard Core and that shows it.

[Piedone]

Ah thanks @stevetayloruk, needed www :D. This is what I was looking for: https://www.stevetaylor.me.uk/the-new-orchard-cms-website/ (cc @parisnoble).

@Skrypt we've started working on an interactive walkthrough a while ago (but then put it on hold due to other priorities), similar to the one you can see on the demo sites here: https://tryorchard.net/ An alternative?

[parisnoble]

Hi everyone,

We've put together a high-level, more abstract concept regarding the visual rebranding of Orchard. It also lists the biggest issues with the current visual identity.

Please note, this is only a visual rebranding concept.

Please take a look at it, and let us know if you have any ideas, comments, questions regarding it.

Orchard core_rebranding (1).pdf

[Piedone]

Sounds good to me. BTW I don't think a simplification like in Basecamp's case is necessary since the Orchard logo is already simple as it is. (However, I agree that it has inconsistencies within, and how we use it, etc. hence why we have this discussion. Just adding that we're more like adding order and consistency here rather than reimagining a brand.)

[parisnoble]

Does anyone else have any comments on the Orchard Core rebranding PDF?

[Skrypt]

I agree with the changes here. The logo has been used in different forms over the years.

This seems to me appropriate. I don't understand though the leaf on it's right side. Maybe just an example of a leaf shape standing by it's own. Here, one thing that could be tried is to use color or to bring some tri-dimensional aspect to the logo shape because that's what people have tried over the years and I think that's why that circle has been added over time. Else, to me the 3 leaves + steam is the actual logo.

[parisnoble]

Hey @Skrypt,

Thanks for the feedback.

Sorry, the leaf thing wasn't obvious. The problem with the leaf is that neither its shape nor its position isn't edited/designed perfectly. For example, the leaf shape at first glance seems totally symmetric even though it isn't. These are only small issues that need to be solved and will make quite an impact on the overall image.

[Skrypt]

Of course the goal here is to standardize the logo shapes using a vectorial image that can be scaled and that won't be altered based on the size it's printed. The proportions will be kept and the logo will be identical for everyone.

I like the fact that it gives more importance to the leafs + stem in this new logo.

It looks a lot like the last logo that we had which was inside the C of Core there in the old logos.
But definitely the Orchard Core typography should not be mixed with the logo like this.

Logo + space + Typography

Not this :

[parisnoble]

@Skrypt

Exactly!

We will be sending some draft versions of the logo update soon!

[parisnoble]

Hi everyone,

We've made three draft versions for the Orchard Core logo update.

Draft 1, 2, and 3 can be combined with either typography A or B.

1. Please let us know which logo update meets most the future of Orchard Core, which one shall we proceed with? (Choose one)
2. Which typography do you prefer? (Choose one)
3. What do you think about the colors, do they match Orchard's long-term brand goals? (this is one color palette)
4. Which version with which typography combined shall we proceed? (i.e. 3B or 1A etc)
5. Any other feedback or suggestions?

After we have decided on how and with which option shall we proceed now, we shall come back with a finalized (or close to finalized) version of the logo. After that, there is a possibility of having one more feedback/review/finalizing round until the final logo is made.

Orchard core_rebranding (2).pdf

[Piedone]

1. Please let us know which logo update meets most the future of Orchard Core, which one shall we proceed with? (Choose one) 1.
2. Which typography do you prefer? (Choose one) A but B has a curious tech-y feeling to it.
3. What do you think about the colors, do they match Orchard's long-term brand goals? (this is one color palette) Can you show what these affect, how would they be used?
4. Which version with which typography combined shall we proceed? (i.e. 3B or 1A etc) Redundant questions ;)
5. Any other feedback or suggestions? I still think the logo's outer circle is being uneven (varying thickness) is strange. Probably originally there was some idea about a 3D effect that was later lost but I'd make it regular.

[Skrypt]

need some time to think about it. So far, first impression is that I like the first 2.

[parisnoble]

Hi there,

Thanks for the feedback.

We shall wait for @Skrypt to think about it. If no feedback is given by Thursday, we shall proceed according to @Piedone's suggestions (including showing the color palette in action).

Regarding the display font, I would totally suggest proceeding with B, Teko. It really does have a more distinctive techy feel to it, and is way less used than Oswald.

[Skrypt]

1 B would be my choice, but I have nothing against the second logo. This could be refreshing and making a distinction between the old CMS and the new one ...

[parisnoble]

Second logo is a more "radical update" compared to the first one. However, it still bears the essential features of the original symbol.

@Piedone & @Skrypt what do you think? Is Orchard community willing to step forward with a more radical update? Or shall we stick to version 1?

Can we agree that typography B (Teko) will be used then?

[parisnoble]

Hi Everyone,

We've put together a new version.

• We've made a perfect circle version according to @Piedone 's suggestions. However, we think that the "offbeat" circle gives more character to the logo. Still, it's up to the community to decide!
• We've done changes according to @0liver 's suggestions for a different color (# 2fb1b1) and font.

Let us know what you think!

All the best,
Paris
Orchard core_rebranding_3.pdf

[0liver]

Form 2 - Color 2 - Type 1

[0liver]

I've created a visual survey for this here: https://freeonlinesurveys.com/s/EjQ5moP4

Go vote!

[hishamco]

Form 2 - Color 2 - Type 1 As well ;)

[Skrypt]

1A, 2A, 3B

[parisnoble]

Hey Everyone!

We shall be ending the survey by Wednesday, 28th.

Please vote if you haven't.

here is the link again: https://freeonlinesurveys.com/s/EjQ5moP4

Secret info: we have a draw at the fonts. 50-50% is the current result for narrow and round, but we can only go with one.

Have a great week!

[OrchardSkills]

This looks Nice!

[Piedone]

We're past that one (see the original post) now.

[parisnoble]

Hi everyone,

Here's is how we are going to proceed (according to the results of the survey):

• logo with regular circle
• green for color (shown in our pdf)
• narrow display font (Orchard)

We have stepped into the final steps of the Orchard rebranding and shall be posting you with the updates soon!

[sebastienros]

You mean this?

[parisnoble]

Hi everyone,

As @sebastienros commented above, that is the version.

Please find attached the final version of the rebranding.

If all is good, then we shall export all the files for the community, and the new logo, colors, and fonts are ready to use!

So please let us know if everything is ok!

Orchard core_rebranding_4.pdf

[Piedone]

Looks good to me!

[sebastienros]

We should have this document available in a branding folder, including other reusable assets (vectorized and not). The a docs page that references the files. then we can start updating the sites and templates.

@parisnoble can you create a PR with the files? Or share it with someone who would do it?

[Piedone]

I'd open a PR to update the branding info in the docs once we have this finalized.

[parisnoble]

We shall send @Piedone all the files (vectorized, jpeg, monochrome, fonts, etc) to upload them and after that, they will be all ready to use!

[0liver]

Thank you, Paris, for all your hard work to give Orchard Core a new, unified face!

As you mentioned in this comment, the decision between the two fonts was very tight. It was for me, too - neither of the two proposed ones really resonate with me. The one that's been chosen now looks too narrow in my eyes, especially in combination with the round logo. The other font was too round, on the other hand.

I would love to see another round of font choices. We have the logo, we have the color - let's match them up with a handful of different fonts for the community to choose from! I really think the (almost) draw between the two proposed fonts stems from people really wanting something in between 😀

I'm looking for a good suggestion right now...

[0liver]

Maybe Lucida Grande?

[parisnoble]

Hi Everyone,
We've done a few adjustments to the display fonts. Please check.

It is important to know, that the wider the font we choose the wider the overall logo will become, which can limit the usage of the logo in digital.

We still believe that Oswald (the previous narrow font would work best), however, it is up to you to choose the final one.

Looking forward to hearing from you!

Orchard core_rebranding_5.pdf

[0liver]

Hi Paris,

Thank you very much for that! Personally, I find some of those propositions much more appealing than Oswald.

I would prepare another Survey with these but wanted to ask in advance, if the bold versions are important for the decision process? So far, we've only looked at the regular font width.

Oliver

[parisnoble]

Hi Oliver, Let’s look at the ones in the pdf only. Please also include Oswald to the survey! Thanks for the help! Paris

…

-- Paris Noble Co-Founder & Strategist | Elevate email: ***@***.*** tel.: +36203433237 web: www.thisiselevate.com

On 11 May 2021, at 10:40, 0liver ***@***.***> wrote:  Hi Paris, Thank you very much for that! Personally, I find some of those propositions much more appealing than Oswald. I would prepare another Survey with these but wanted to ask in advance, if the bold versions are important for the decision process? So far, we've only looked at the regular font width. Oliver — You are receiving this because you were mentioned. Reply to this email directly, view it on GitHub, or unsubscribe.

[0liver]

I was asking about the bold versions because it would me a lot more work to prepare the Survey if I had to include both font widths in it.

I'll put Oswald in, too. Could you maybe prepare a page for Oswald as you've done for the other fonts in the PDF? Then the screenshots for the survey options would all look the same.

[parisnoble]

Hey,

We've included Oswald into this presentation (so we have everything in one place)

Orchard core_rebranding_5 (1).pdf

[0liver]

Here's the survey

https://freeonlinesurveys.com/s/IpDVCeSG

Please go vote!

[sebastienros]

@0liver where are the results?

[0liver]

I would leave it up to @parisnoble to call it an end and publish them.

[parisnoble]

Hi everyone,

and the winner is drumrolls Open Sans!

We will send all files ASAP!

Thanks for all the votes and feedback!

[vg]

Curious about the basis for the typeface choice?

Other opensource typeface suggestions.

Selawik ( open source replacement for Microsoft Segoe UI)
https://github.com/microsoft/Selawik
https://www.fontsquirrel.com/fonts/selawik

[Piedone]

I'll soon submit a PR.