Avocet branding - What do you think?

Magnus Melin mkmelin+mozilla at iki.fi
Mon Mar 30 08:09:28 UTC 2015

I think there's a bit of a mixup on what has really been proposed. I was under 
the impression it would be similar to Ubuntu naming, that you have the release 
name in addition to the number. So it would be "Thunderbird 38 Avocet". Is 
that correct?

I have a hard time thinking of a place it would be appropriate to have 
different graphics for the release, but I have nothing against using a name in 
addition to the number. FWIW, I think we're well served to use the numbers 
even if they do jump.


On 29.3.2015 01:44, R Kent James wrote:
> I'm getting a bit of pushback to my previously announced plans to use Avocet 
> <http://monacoeye.com/birds/index_files/recurvirostra_avosetta_pied_avocet_08.jpg> 
> and Bunting 
> <http://en.wikipedia.org/wiki/File:Painted_Bunting_by_Dan_Pancamo.jpg> as 
> branding for Thunderbird releases 38 and 45. I'm curious - do I have any 
> support for this, or do you think it's a bad idea? I would appreciate 
> feedback, just reply with your attitude on a scale of 1-5 with 1 being "I 
> hate it" and 5 being "I love it" (this is for the branding names, not for 
> the graphics below).
> Briefly, the reasoning behind switching from Thunderbird 17/24/31/38/45 as 
> major release branding to named versions using alphabetical bird names is:
> 1) Those numbers are meaningless to anyone who is not a gecko geek. They was 
> never intended as branding, it just accidentally resulted when we cut back 
> our release schedule to only use esr versions. Even Firefox is trying to 
> change this now (though we need not follow Firefox here). The existing 
> release branding is terrible.
> 2) I want to counter the market sense that "Thunderbird is dead" with a new 
> message that we are alive and have an active community moving forward. The 
> last blog post 
> <https://blog.mozilla.org/thunderbird/2015/02/thunderbird-usage-continues-to-grow/> 
> was a first step, and generated a lot of discussion on the internet.  A 
> named release helps with that message, "38" does not.
> 3) Why birds? Well we are a bird, and birds have interesting shapes and 
> coloration that make interesting graphics targets. As one concept for how to 
> use this, I asked Elio Qoshi to come up with a concept of a modified logo 
> that we could use when we are referring specifically to our next release. 
> This would not replace our current logo, only be used where the release is 
> being mentioned, such as blog posts, the about dialog, and start page. Here 
> it is (or see https://mesquilla.net/Thunderbird38Avocet-v4.jpg if the inline 
> image fails)  Note that the Pied Avocet, which is the specific specie being 
> depicted here, has a distinctive black and white coloration 
> <http://monacoeye.com/birds/index_files/recurvirostra_avosetta_pied_avocet_08.jpg>:
> R Kent James
> P. S. If you really hate it, see https://www.youtube.com/watch?v=0zb1qsVqjwg 
> which was a major theme of my grad school lab, "It's good though!"
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> tb-planning at mozilla.org
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