Avocet branding - What do you think?

Axel Grude axel.grude at gmail.com
Sun Mar 29 20:32:30 UTC 2015

Dear Softmaker,

*Axel Grude <mailto:axel.grude at gmail.com>*
Software Developer
Thunderbird Add-ons Developer (QuickFolders, quickFilters, QuickPasswords, Zombie 
Keys, SmartTemplate4)
AMO Editor Get Thunderbird!

> *Subject:* Re: Avocet branding - What do you think?
> *To:* tb-planning at mozilla.org
> *From: *Martin Kotulla (Softmaker)
> *Sent: *Sunday, 29/03/2015 13:45:25 13:45 GMT ST +0100 [Week 13]
> Frankly, I don't like much the idea of using bird names:
> 1. Most people outside the English-speaking countries have no idea what an avocet or 
> bunting is. They will not even recognize the terms as bird names.
> 2. How do you want to make people understand that a bunting is better/newer than an 
> avocet? You either need to have multiple releases in succession for people to 
> recognize that it is a numbering/naming system. Or you need to explain this system 
> to our users, again and again.
> 3. A thunderbird is a (mythological) bird. Explain to the users what role a second 
> (real) species plays.
> 4. You wrote that you would use customized artwork to announce a release, but 
> Thunderbird in general would use the conventional branding.
>> From a branding/marketing viewpoint, this is not good. Create artwork 
> and stay with it. The most hardcore branding advocates will even dictate the 
> background color the artwork is placed on.
> Imagine we get some good online reviews for TB 38 with a black avocet. These reviews 
> stay up for years, and they will often show the artwork. When people go to download 
> TB, they will not see this artwork anymore but only the "conventional" one, or even 
> the next bird artwork. They will be confused.
> 5. Are you ready to run worldwide trademark searches for "avocet", "bunting" and 
> every bird name that we will use from now on? Whenever some company in 
> god-knows-what-country claims a trademark violation, we can fight for the brand 
> "Thunderbird" because it's been in use by Mozilla for years worldwide. But avocets 
> and buntings?
> I picked an arbitrary country (Australia) and ran a trademark search for avocet. It 
> is in fact registered in Australia for "Computer software in the field of oil and 
> gas exploration and production". For me, that's too close for comfort. We can 
> probably defend our use, but do we have the money for that? And that was just the 
> first country I tried.
> -- 
> What I definitely agree with is the idea of decoupling Gecko version numbers from 
> Thunderbird version numbers. There is no reason why a component (admittedly a major 
> one) should control the version number of the software that uses it.
> Numbers are still the best way to convey the idea of "new release" to the users. If 
> they see "Application 6.0" is out and they are still at 3.0, they will understand 
> they are hopelessly outdated. Same with "Application 2016" when they are still using 
> "Application 2011".
> Unfortunately we can't go back from version 38 to version 9.0 or 10.00. You can 
> never decrease a version number without major confusion. My suggestion would be to 
> switch to years: Thunderbird 2015, Thunderbird 2016 etc. In years where there are 
> two major releases, they would be 2017.1 and 2017.2 (or Spring 2017 and Fall 2017. 
> Old die-hard Clipper users will love that...)
> The artwork in your post is beautiful, though.
> Martin Kotulla
> SoftMaker Software GmbH
> _______________________________________________
> tb-planning mailing list
> tb-planning at mozilla.org
> https://mail.mozilla.org/listinfo/tb-planning

-------------- next part --------------
An HTML attachment was scrubbed...
URL: <http://mail.mozilla.org/pipermail/tb-planning/attachments/20150329/9d825046/attachment.html>
-------------- next part --------------
A non-text attachment was scrubbed...
Name: thunderbird_blog2.png
Type: image/png
Size: 846 bytes
Desc: not available
URL: <http://mail.mozilla.org/pipermail/tb-planning/attachments/20150329/9d825046/attachment.png>

More information about the tb-planning mailing list