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