• By Shane Curcuru, Board Chair: The Apache Software Foundation (ASF) is evolving its corporate logo and brand system to represent the "community over code" ethos and make people feel welcome. The Marketing & Publicity and a Branding Steering Committee are collaborating with vendors.
• History of Logos: The feather logo has been an important part of the ASF brand. It first appeared in the Apache HTTP logo in 1997 and became the official ASF logo in 1999. In 2016, it was given a more modern look.
• Reason for Change: As a non-Indigenous entity, using Indigenous themes or language is inappropriate. The Foundation thanks those who brought the issue to light and will retire the feather icon and logo, replacing it with a new one that embodies the Foundation's history.
• Brand Evolution: The goal is to have the brand represent the "community over code" ethos and ensure inclusivity. The name change is difficult due to legal, technical, and financial reasons, so the focus is on changing the logo and branding.
• Timeline: The new logo will be unveiled at [Community Over Code NA] in October 2024.
• Impact on Contributors and Users: The brand update will not affect the Apache License or released software. Users with ASF logos on their websites or printed materials need to comply with new guidelines starting October 7, 2024.
• Projects with Indigenous Imagery: If a project has a logo with Indigenous imagery, ASF M&P can provide design services to update it. Contact [mailto:markpub@apache.org] if not contacted yet.
• Difference between Logo and Brand: A logo is a graphical representation, while a brand is more holistic and includes various elements that define how the organization is perceived.