[jira] [Comment Edited] (AVRO-3554) Create original art for the Avro logo

["Oscar Westra van Holthe - Kind (Jira)" <ji...@apache.org>]

    [ https://issues.apache.org/jira/browse/AVRO-3554?page=com.atlassian.jira.plugin.system.issuetabpanels:comment-tabpanel&focusedCommentId=17561381#comment-17561381 ] 

Oscar Westra van Holthe - Kind edited comment on AVRO-3554 at 7/1/22 10:23 AM:
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Avro, as I encounter it, is mostly used in data streams.

For such use cases, the most important qualities a logo should evoke are *evolution/change* and {*}data flow/stream{*}.

Similar to schema evolution is schema projection: purposefully reading Avro data with a (much) smaller schema, to drop all data you don't need for your use case. So *multi-faceted* is also a nice quality to evoke.

 

Some logo ideas to evoke these qualities:
 * {*}Stream{*}: a wave (not unlike a wing), made of ones and zeroes at large sizes, to express flowing data.
Example: the Pulsar logo shows a wave in a body of water
!https://www.apache.org/logos/res/pulsar/default.png|width=240,height=46!
 * {*}Multi-faceted{*}, like a diamond, can be seen in the Calcite logo (but I'd opt for a straight diamond, not upside-down)
!https://www.apache.org/logos/res/calcite/default.png|width=240,height=62!
 * {*}Schema evolution/change{*}: use an animal that can change its appearance as mascot, like a chameleon or cephalopod (squid/cuttlefish,octopus,…)
Especially cuttlefish are masters at this. So based on a [CC0 icon online|https://www.svgrepo.com/svg/113246/squid] and [this CC0 one|https://www.svgrepo.com/svg/101387/cartoon-squid], I created these (they both need work though):
!cuttlefish oscar.svg! !cuttlefish oscar 2.svg!




was (Author: opwvhk):
Avro, as I encounter it, is mostly used in data streams.

For such use cases, the most important qualities a logo should evoke are *evolution/change* and {*}data flow/stream{*}.

Similar to schema evolution is schema projection: purposefully reading Avro data with a (much) smaller schema, to drop all data you don't need for your use case. So *multi-faceted* is also a nice quality to evoke.

 

Some logo ideas to evoke these qualities:
 * {*}Stream{*}: a wave (not unlike a wing), made of ones and zeroes at large sizes, to express flowing data.
Example: the Pulsar logo shows a wave in a body of water
!https://www.apache.org/logos/res/pulsar/default.png|width=240,height=46!
 * {*}Multi-faceted{*}, like a diamond, can be seen in the Calcite logo (but I'd opt for a straight diamond, not upside-down)
!https://www.apache.org/logos/res/calcite/default.png|width=240,height=62!
 * {*}Schema evolution/change{*}: use an animal that can change its appearance as mascot, like a chameleon or cephalopod (squid/cuttlefish,octopus,…)
Especially cuttlefish are masters at this. So based on a [CC0 icon online|https://www.svgrepo.com/svg/113246/squid], I created this (the current Avro logo colour looks horrible on it though):
!cuttlefish oscar.svg!

> Create original art for the Avro logo
> -------------------------------------
>
>                 Key: AVRO-3554
>                 URL: https://issues.apache.org/jira/browse/AVRO-3554
>             Project: Apache Avro
>          Issue Type: Improvement
>            Reporter: Ryan Skraba
>            Priority: Major
>             Fix For: 1.12.0
>
>         Attachments: OldAsmLogo.png, cuttlefish oscar 2.svg, cuttlefish oscar.svg
>
>
> There was a quick discussion with Apache Trademarks along the lines "If it ever came to a legal challenge, would we care enough to defend our usage? If not, changing it discreetly and voluntarily is the best route."
> The result: we _must_ change our logo this year to some original art.
>  
> Criteria for a new logo, as discussed on the mailing list: [https://lists.apache.org/thread/m5w7fmkjnrl8m4hlbw8xhzr4v69xg3ml]:
> Must:
>  * be unique and not similar to anything “out there”
>  * be available in a vector format (SVG) so it can be scaled with full accuracy
> Should:
>  * show either something of the name (like Beam, Airflow, Ant, Drill) or what it does (like Mahout, Bookkeeper, Ratis, Pulsar)
>  * have 2 variants: Square/Circle (social media, favicon, etc) and rectangle (top banner)
> Could:
>  * have the banner logo be the compact logo with the name attached, or more elaborate
> Would:
>  * have limited colors; at most 5-10 (so like Iceberg, not like Flex with the gradients)
>  
> _To allow sufficient artistic freedom, we should limit new requirements. Instead, please add ideas in the comments._
>  
> See [https://www.apache.org/logos/] for many examples



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