The [[../|UbuntuAdverts Team]] follows branding guidelines defined by the [[http://design.canonical.com/|Canonical Design Team]].

= Brand =
The definition of the [[http://design.canonical.com/the-toolkit/ubuntu-brand-guidelines/|brand guidelines]] for Ubuntu is an evolving process and encompasses a wide variety of audiences - from consumers to the enterprise.

The following is a summary of the Canonical branding materials that are focused on '''consumers'''.

== Product ==

The Ubuntu Desktop OS

== Brand values ==

Embodies freedom and is collaborative, precise, reliable

== Brand theme ==

Light

== Targeting the communication ==

'''Voice - Community'''
 * The Ubuntu community is made up of thousands of individuals and teams.
 * They participate in every aspect of the Ubuntu project: from writing the software to providing advice, support and helping to promote Ubuntu to the widest possible audience.
 * This end of the scale indicates that the materials primarily represent the work of the community.

'''Audience - Consumer'''
 * An individual or small business group making a decision about an OS or computer.
 * They cares about cost and function, and want the product to be easy to use and maintain.
 * The user interface and user experience are key to their choice
 * Other attributes that target consumers...

'''Developer - End-user''' - These are not just “materials for advanced users”, they are specifically materials for Developers, that will be used to support Software Development.
 * These people are “satisficers”: they have criteria and standards and will search until they find the software solution that meets those standards.
 * Uses the product as an ‘out of the box’ solution. They expect to be sold on the benefits and ease of use.
 * End Users do not care about the back end technology needed to deliver them those benefits.

== Supplemental creative guidance and assets ==

Refer to the [[http://design.canonical.com/the-toolkit/brand-communication-guide/|Brand Communications Guide]] for the appropriate design elements, design guidance, download components, and design inspiration for the specified Target.

== Things that need a bit more clarification ==
 * Brand mission - what is our highest calling? ... though could be the '''brand values''' from above - "Embodies freedom and is collaborative, precise, reliable"
 * Brand strategies - positioning, personality, and affiliation
 * Currently available communication strategies/touch-points with the target