openstack branding and marketing

OpenStack Open source software to build public and private clouds.

What does OpenStack mean today?

“…this kind of open industry-driven effort could boost interoperability and help

protect consumers from vendor lock-in.” - Ryan Paul, Ars Technica, 1.2 million unique visitors/month

“OpenStack might just have the more credible story enterprise infrastructure &

operations professionals have been waiting on.” – James Staten, Forrester Analyst, cloud computing

What does OpenStack mean today?

“…this kind of open industry-driven effort could boost interoperability and help

protect consumers from vendor lock-in

“OpenStack might just have the more credible story enterprise infrastructure &

operations professionals have been waiting on.” – James Staten, Forrester Analyst,

cloud computing

Freedom

Credibility

Credibility comes from community, representing the promise of OpenStack

And you’ve represented well!

‣  Stackup’s  happening  around  the  world,  at  NASA,  Canonical  UDS,  Japan  OpenStack  User  Group

To keep the party moving, we want to make it easy to us the logo and trademark to spread the word

• Marketing Assets (Creative Commons) • Presentations (for stackups) • Written collateral (e.g. for events)

• Freedom to use OpenStack wordmark & logo for community building activities

• Use of Link Logo “Get OpenStack” pointing to openstack.org

Just follow the guidelines and you’re good to go

But OpenStack is more than a party… people are expecting us to deliver Freedom

‣  Deploy where you want

‣  Choice of service providers

‣  Federation between all

‣  No Software Vendor Lock-in

‣  No Service Provider Lock-in

Pitfalls Ahead: it’s 2012, OpenStack won:

‣  100 Public Clouds

‣  1000 Enterprises

‣  But… users can’t move workloads seamlessly, ‘cause we didn’t set standards

‣  These crocodiles will eat OpenStack guy

Solution: Standards for products using the OpenStack name to ensure compatibility

Freshness

‣  Use Recent version of OpenStack API

‣  Recent release of code

‣  Rolling upgrades

Testing

‣  Develop tests together

‣  Federatathons

Proposal: A Family of Logos for OpenStack powered products / interoperability

Proposal: A Family of Logos for OpenStack powered products / interoperability

Logo Solution Examples Requirements

OpenStack Cloud

Public Cloud Rackspace, Internap

Recent version of code and API, pass tests

Built with OpenStack

Software to build Public or Private Clouds

Citrix OpenCloud Recent version of code and API, pass tests

Built for OpenStack

Management tools using the API to manage & extend clouds

Rightscale, Cloudkick

Support recent version of API, pass tests

Trademark Summary: Rules of the Road

• Questions? Contact Community Manager Stephen Spector Stephen@openstack.org

Asset Community Building

Commercial Use

Wordmark

Link Logo “Get OpenStack”

OpenStack Logo * Signed Agreement required

Unmodified OpenStack Marketing Materials (under creative commons)

Co-branded marketing materials

N/A Signed Agreement required

OpenStack Cloud n/a Signed Agreement Required

Built with OpenStack n/a Signed Agreement Required

Built for OpenStack n/a Signed Agreement Required

Just follow the guidelines and you’re good to go *Email logo@openstack.org to request logo

Process for using the OpenStack Logo

‣  Email logo@openstack.org [Stephen Spector will monitor]

‣  For Non-Commercial use, you will receive the high rez logo and a copy of the guidelines

‣  For commercial use, applicable agreement will be sent for signature

A Signed Agreement?

‣  The agreements are needed to protect the trademark, outlining basic requirements for commercial use.

‣  If the trademark is unprotected, all of the OpenStack community’s hard work to create meaning will be lost.

‣  All agreements will be public, short and sweet

‣  Technical requirement will be defined by the Project Oversight Board with input from the Advisory Board

OpenStack Marketing Building the OpenStack brand together

What does OpenStack mean?

+ Community

Community +

+ Community Technology

creating open source software to build public and private clouds

Software to provision virtual machines on commodity hardware at massive scale

Software to reliably store billions of objects distributed across commodity hardware

OpenStack Compute

OpenStack Object Storage

creating open source software to build public and private clouds

Values of the OpenStack Brand

Keys to Building our Brand

‣  Consistent identity (logo, colors, collateral, quality of marketing materials and other identifying graphic material)

‣  Common language (slogan, descriptors, key messages)

‣  How we generally interact with the market, press/analysts, customer experiences

‣  Work together to create stronger" voice and generate awareness

Working Together

‣  Leverage resources and brainpower of the community!

‣  Proposal: Volunteer ‘marketing council’

‣  Resources, time and ideas needed, not necessarily $$

‣  Email list and monthly calls to coordinate

‣  Global support needed

‣  Contact Lauren Sell to stay involved lauren@openstack.org

OpenStack.org

‣  Help make OpenStack.org the destination for the community and potential users/adopters

‣  Contribute to the blog, Flicker, YouTube channel, highlight community members, [your] developers and users

‣  Community events calendar coming

Marketing/PR Campaigns

‣  Materials - Case studies, whitepapers, datasheets, presentations, one-pager

‣  Press announcements – spikes around releases in January, April and major events

‣  Analyst relations – joint briefings, coordination, sharing feedback

‣  Deployments, case studies and experiences key!

January release – enterprise ready

2011

M

arke

ting

spik

es

July - OSCON April release – public cloud scale

Events & Conferences"

‣  Organize regional ‘Stackups’

‣  Joint speaking opportunities, coordinate CFPs

‣  Collateral, presentations, give-aways

‣  Community events calendar

‣  Work together to ‘own’ a show

‣  Seeking global events

Tentative 2011 Conference Schedule