It has been really encouraging to see how much of the rebranding is sticking already – the better known news sites seem to be generally reporting the first beta of KDE Software Compilation 4.4 rather than KDE 4.4, but… well you knew there would be a “but”, right?

Well here it is: If you used to use “KDE” don’t just replace it with “KDE SC”

At least, not always… I’ve noticed a few people – and even your KDE Promo team is not immune from this 😉 – apparently being a little confused about what terms to use. People are trying to be good and not use “KDE” alone but in some instances this leads to a little overuse of KDE SC when that’s not really what is meant.



We want KDE SC to be usefull for everyone in the world. So, do our icons and our terms work for everyone in the world?

I just had a quick scan through Planet KDE for examples and I’m going to pick on Björn’s excellent post about icon usability (if you didn’t already, please complete the test ). Not because it’s bad – or necessarily even wrong at all – but because I think it’s a nice example of subtlety in thinking carefully about what we mean. In that post, he says:

So, what’s wrong with that? Not necessarily anything. The question is, does he really mean we want only the SC to be useful for everyone in the world? We’ll never do a usability survey for Amarok icons? So perhaps the better term would be “KDE software” rather than “KDE SC”.

Björn’s post is a case in point because the error (if any) is very small and subtle, but there are a few other examples I’ve seen that do appear to show more confusion. I won’t pick on anyone here, but here are a few examples of sentences using old and new terminologies to show that we don’t want to just replace “KDE” with “KDE SC”:

Old: “I use KDE”

New: “I use KDE software” or “I use KDE SC (4.4)” or “I use KDE Plasma Desktop (4.4)”

Use whichever one you really mean.

Old: “KDE is great – just look at how cool Digikam is”

New: “KDE software is great – just look at how cool digiKam is” or “KDE (community) is great – they made digiKam”

Just think – are you talking about the community or the software?

Old: “KDE is the best, it has Kontact, cool widgets and desktop effects”

New: “KDE software is the best – for example Kontact, the Plasma Desktop widgets and desktop effects” or “Plasma Desktop is the best – you have all those cool widgets and desktop effects” or “KDE Software Compilation is the best – it comes with all the Plasma Desktop widgets and effects and great apps like Kontact”

Old: “I want to make an app, should I use KDE or Gnome or plain Qt?”

New: “I want to make an app, should I use the KDE Platform, or Gnome or plain Qt?”

Old: “KDE 4 sucks and I’m switching to Gnome until there’s a KDE 4 K3B”

New: “KDE SC 4 sucks, I can’t even get a KDE Platform 4 version of K3B to fit in with it, Gnome forever” or “KDE Platform 4 sucks, no K3B yet, Vista for me” or “Plasma Desktop 4 sucks, there isn’t even a complementary version of K3B. I’m going back to CDE.”

See, you can even use the right terms when trolling 😉

Old: “Nepomuk is one of the most exciting developments in KDE 4″

New ” Nepomuk is one of the most exciting parts of the KDE Platform 4″ or “Nepomuk is one of the most interesing things in KDE SC 4”

Old: “Amarok is an awesome KDE app”

New: “Amarok is an awesome KDE app”

Some things change, but some things stay the same 😉

So, this is really an internal thing – perhaps you post to the Planet or write about KDE elsewhere. If so, and you support our efforts at clarifying our branding, please try and think about what it is you mean and use the right terms. If we simply replace “KDE” with “KDE SC” then we won’t have achieved anything. We don’t want KDE SC used everywhere, if we did we’d have given it a catchier name 🙂

There is, as always, more to do. Nathan Ogden has done some really great work (with assistance from others on KDE-Promo) putting together a guide for distros on how to use our brands in their communication. We need to get the word on that out to our distro contacts (something I should be helping with – perhaps you can help?) so that it’s as easy as possible for us all to work together and present things in a consistent way.

Any other examples? Queries about the above? “I hate the rebranding” rants? Please post below 🙂