Refeds


Subject Re: edu ID branding
From Leif Johansson <leifj@xxxxxxxx>
Date Tue, 01 Jun 2010 11:14:51 +0200

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On 06/01/2010 11:08 AM, Andrew Cormack wrote:
>> -----Original Message-----
>> From: Leif Johansson [mailto:leifj@xxxxxxxx]
>> Sent: 01 June 2010 10:02
>> To: Rhys Smith
>> Cc: Mark Williams; refeds@xxxxxxxxxx;
>> matt.shreeve@xxxxxxxxxxxxxxxxxxxxxx
>> Subject: Re: [refeds] edu ID branding
>>
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>>
>> On 06/01/2010 11:00 AM, Rhys Smith wrote:
>>> On 1 Jun 2010, at 11:35, Leif Johansson wrote:
>>>> but the brand actually has to mean something
>>>
>>> Sorry - have to disagree here.
>>>
>>> The brand doesn't have to mean *anything*, and I'm extremely
> doubtful
>> we could ever create a brand that meaningfully expresses what
> federated
>> identity is all about that the average user in the street (edu-
>> affiliated or not) can understand. Most notably, if even we could,
>> users do not want to understand: they just want things to work as if
> by
>> magic.
>>>
>>
>> It has to mean something to the relying parties otherwize it won't get
>> used.
> 
> Suggested counter-example: "Visa"
> 
> There has to be meaning *associated* with the brand, but any symbols
> contained within the brand don't have to mean anything. The only
> difference is to passing Martians who might, perhaps, value a
> "Mastercard" over a "Visa" ?

Well that is exactly what I mean when I talk about meaning of the brand.
Of course the words and symbology used doesn't have to mean
anything (I thought this was self-evident actually).

	Cheers Leif
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