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<b class="myName" style="text-shadow: 1px 1px 2px #DDD;
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href="mailto:axel.grude@gmail.com">Axel Grude</a></b>
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Software Developer
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Thunderbird Add-ons Developer
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<div id="newHeaderAG" style="font-size: x-small; padding:1em;
background-color:rgba(220,220,240,0.4); border-radius:3px;"> <b>Subject:</b>
Re: Avocet branding - What do you think?<br>
<b>To:</b> <a class="moz-txt-link-abbreviated" href="mailto:tb-planning@mozilla.org">tb-planning@mozilla.org</a> <br>
<b>From: </b>Martin Kotulla (Softmaker)<br>
<b>Sent: </b>Sunday, 29/03/2015 13:45:25 13:45 GMT ST +0100
[Week 13]<br>
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<blockquote class=" cite" id="mid_5517F3E5_4090304_softmaker_de"
cite="mid:5517F3E5.4090304@softmaker.de" type="cite">Frankly, I
don't like much the idea of using bird names:
<br>
<br>
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.
<br>
<br>
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.
<br>
<br>
3. A thunderbird is a (mythological) bird. Explain to the users
what role a second (real) species plays.
<br>
<br>
4. You wrote that you would use customized artwork to announce a
release, but Thunderbird in general would use the conventional
branding.
<blockquote class=" cite" id="Cite_7990457" type="cite">From a
branding/marketing viewpoint, this is not good. Create artwork </blockquote>
and stay with it. The most hardcore branding advocates will even
dictate the background color the artwork is placed on.
<br>
<br>
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.
<br>
<br>
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?
<br>
<br>
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.
<br>
<br>
--
<br>
<br>
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.
<br>
<br>
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".
<br>
<br>
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...)
<br>
<br>
The artwork in your post is beautiful, though.
<br>
<br>
Martin Kotulla
<br>
SoftMaker Software GmbH
<br>
<br>
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