This document discusses OpenStack, an open source software project for building public and private clouds. It outlines OpenStack's value in providing freedom from vendor lock-in and credibility through an open, community-driven model. The document proposes establishing standards and a trademark framework to ensure compatibility between OpenStack-powered products and allow the community to effectively promote the brand through shared marketing assets and guidelines.

1. OpenStack
Open source software to build public and private clouds.

3. 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

4. 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

5. Credibility comes from community,
representing the promise of OpenStack

6. And you’ve represented well!
‣ Stackup’s
happening
around
the
world,
at
NASA,
Canonical
UDS,
Japan
OpenStack
User
Group

7. 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

8. 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

9. 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

10. 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

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

12. 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

13. 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

14. 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

15. 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

17. OpenStack Marketing
Building the OpenStack brand together

18. What does OpenStack mean?

19. +
Community

20. Community
+

21. +
Community
Technology

22. creating open source software to build
public and private clouds

23. 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

24. Values of the OpenStack Brand

25. 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

26. 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

27. 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

28. 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
Marketing
spikes
July - OSCON
April release –
public cloud scale

29. 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

30. Tentative 2011 Conference Schedule