EPIC: Update all SD ecosystem logos for 1.0

[ninavizz]

Problem

With the 1.0 deployment of SecureDrop, a number of UI updates will also be pushed. The goal with these updates is bring more alignment to the SD brand, to promote trust and credibility in the product and in all product touchpoints.

Solution

1. Identify all touchpoints across the SD ecosystem that have logos on them. In parallel to that, identify who the users are that use those touchpoints, and what their motivations are.

2. Then, craft updated lockups to push to each touchpoint, based on the below target.

3. Lastly, define a system of rules that all of these logo variations fit within, and publish that in the Create Styleguide for +2.x.x SecureDrop Web UIs #65 and Brand Use Guidelines that @huertanix is working on.

4. Stretch goal: Craft a page for the Admin Guide that defines governance of the Newsroom Logo w/in the app, and likely co-branding.

Prioritization

When a product or service's brand is changed with an update to an existing identity, updates are typically pushed on an incremental basis—with a majority of highly visible touchpoints done, first, and everything else on an as-can-be-done basis. This logo update for SecureDrop falls into that category. Conversely, Slack and AirBnB's logo updates of the past few years are examples of a total identity redesign, within which an entirely new logo-mark and logotype were created. For total redesign efforts, 100% coverage is typically sought at launch—which is no small effort.

This endeavor is for an update to the SecureDrop logo, not a redesign. As such, it will be desired to update the logo across as many touchpoints as possible for the 1.0 product launch, but not a 100% coverage mandate. The milestone for this issue is therefore a SHOULD target, and not a MUST.

[ninavizz]

Identified Touchpoints

SD schwag

stickers, tee-shirts... anything else?
Users: —
Motivations: —
FPF Store: https://teespring.com/stores/freedom-of-the-press
Q for @zenmonkeykstop @huertanix: are there print materials we send to newsrooms today?

Training Materials

@olivemartini @huertanix halp, here? 😄

SD.org Website

Users: —
Motivations: —
GH Issue: #71

Social Media

• Twitter
• ???

FPF Website

Users: —
Motivations: —
[ need imgs ]

Read The Docs

Users: Primary, Newsroom folks; Secondary, contributors; Tertiary, maaaybe Sources
Motivations for use: Learn about the product

Redmine

Users: Newsroom folks
Motivations: Connect w/ FPF peeps for help
[ need img ]

Forums

Users: —
Motivations: —

Localization Lab (?)

Users: —
Motivations: —

[ninavizz]

Priority touchpoints for 1.0 release

Discuss as team in UX mtng

[eloquence]

Twitter is a high priority IMO; not necessarily for this sprint, but we'll want to line it up so we have it ready to go on release day (September 4). The old logo has been cut off since Twitter switched to round avatars. :/ The letterforms are also more pixelated than I think can be explained by Twitter's image compression:
https://twitter.com/SecureDrop/photo

[ninavizz]

08 Aug UX Mtng Notes

• Twitter = priority
  • No attachment to FPF banner image
    • Something more SD is desired
  • Lots of Erik mmh wrt how current lockup is cropped by Twitter's circle schtick
  • No discussion of logo vs lockup; Nina doesn't feel lockup is appropriate for the avatar, will create mox with both.
• RTD = nice-to-have
• Redmine is FPF, not SD branded
• Contributor sites/pages = low priority
• Schwag touched upon, but not discussed
  • nina FFS let's at least update the stickers w/ a logo-only diecut sticker, ad a mug with the lockup, and pull the existing SD tee. #micdrop

[eloquence]

Redmine is FPF, not SD branded

Redmine does have a SecureDrop favicon; we'll need to decide which favicon variant to update it to (IMO the final monochrome variant we'll use for the website).

[eloquence]

The Read the Docs logo will be updated automatically when we switch to the 1.0.0 branch, as it is configured to pick up the SecureDrop favicon, which has changed on that branch. You can see the docs with the new logo here already:

https://docs.securedrop.org/en/latest/

[eloquence]

Note: Per discussion w/ Nina, we'll want to be a bit more consistent about filling in the spaces within the logomark (the cube), instead of marking them transparent. The favicon has them white, but the version linked from the branding guide uses transparency throughout.

[ninavizz]

^ Thought about this last night, and realized I'd done this entirely in error. The monochromatic versions were intended to be transparent, but not the Full-Color one. Will update FullColor art over the weekend, and post here for updating on GH at your soonest convenience, Erik!

[ninavizz]

^^

• DONE!!
  • Individual .ai SVG and PNG files updated in SD Branding directory w/in this repo
  • ZIP archive re-created & also updated in SD Branding directory, with above cited updated files

@eloquence Do the files need to be updated elsewhere for newsrooms to download the correct versions from the PDF, or does that happen via a URL forward from the securedrop.org link in the PDF?

[eloquence]

Do the files need to be updated elsewhere for newsrooms to download the correct versions from the PDF

Nope, we're all set! The PDF points to the latest version of the ZIP file. Thanks very much for these quick fixes! :)

[ninavizz]

@huertanix Ping ping!! This is an Issue I created to function as a branding/logo-use inventory for all ecosystem touchpoints.

[ninavizz]

Training materials, general presentation/sales materials, fundraising stuff, Localization Lab, and forums »» Have these touchpoints been updated, yet? /cc @eloquence @rocodes

Website is in a separate issue. Lookin' to close this one.

[eloquence]

Forums finally updated as of 12/6; thanks to @ninavizz for preparing assets for that :)

[ninavizz]

To close this issue (a few weeks after we've moved up to 2.0.1, heh) I'd like to prioritize one more thing: including the current brand stuff in the docs, with some cleanup to the landing page recommendations. That is the lone reason I'm putting the "prioritize, yo!" tag on this, so that part can be prioritized.

[huertanix]

@ninavizz Just now seeing this ticket; Sorry for the delay! There are no printed materials we use for SD trainings. The Teespring store is being retired so any new merch should use the new blue logo. The slide deck template for SD trainings was updated to use the new logo and colors a year-ish(?) ago, although I think not too many people on the SD team know it exists yet.

[ninavizz]

Final outstanding need to close this issue: Concretely document brand use guidelines for updated SD stuff. Include CMYK color alternatives, and basic print design guidance for use of RGB vs CMYK vs Spot colors.