Commons Identity: A Conceptual Model for Designing Brand Identity in Free and Open Source Software Projects

Open Source is a popular term to describe a development and production method based on the free sharing of information. The computer software industry has embraced Open Source practices increasingly since the nineties. Participation in FOSS projects is commonly voluntary and there is a need for specialized knowledge surrounding the production of software. While many programmers join in such Open Source communities, creative professionals (such as Designers) are often missing. One of the reasons for this, is that a creative professional may not know how to design brand identity inside a Free and Open Source Software project.

The hypothesis of this research is that the created conceptual Commons Identity model is a practical tool for designing brand identity in FOSS projects.

Report and Materials

• The Commons Identity model
• Research report
• Research logbook
• Original Submission to the MIT Free/Opensource Research Community page

Conclusions

Research Design

• Sufficient primary data could be gathered using action research and field work in order to validate the hypothesis;
• Repetitively applying the model to new projects by means of action research lead to finding inconsistencies. These may have been missed with a case study approach;
• The interviews could have been conducted in earlier cycles of the action research process;
• Evaluation using the interviews could have been included in the ‘observation and evaluation’ phase of each action research cycle.

The Commons Identity Model

The three key changes made from Wheeler’s brand identity process are:

1. The incorporation of community votes and peer-review;
2. Outcomes specific to Free and Open Source Software projects are included as exemplary assets;
3. An additional preparation phase shows the entry into the community;

Key Findings

• There is a lack of expertise in the topic area of designing brand identity for Free and Open Source Software, due mainly to the overall lack of participating creative professionals;
• There is a lack of knowledge keeping creative professionals from participating in Open Source projects to design brand identity;
• In an Open Source project, the community creates their own product;
• In the initial phases of the project, the community is also its own target audience and, therefore, creates their own brand;
• Since participants are the Open Source projects main asset, a good brand identity should primarily aim to gain them. Equity and revenue of a brand would follow as the project matures;
• The brand name is usually created before the community can grow and form the brand. I would, therefore, recommend that Open Source projects start up using code names and decide upon the brand name at a later stage together with the community and under guidance of the brand identity designer.

Recommendations for further research

• Applying the Commons Identity Model to more Open Source projects;
• Measuring the community growth and brand equity of mature Open Source projects over an extended period;
• Testing the proposed approach to naming an Open Source Software product.