Update Gluten logo to reflect Apache Top-Level status

[malinjawi]

Now that Gluten has officially graduated to an Apache Top-Level Project (TLP), I wanted to start a discussion about updating the logo to reflect that like other Apache TLPs to reflect this milestone.

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Context

Across the Apache ecosystem, most projects choose to reflect this status more explicitly in their branding (like incorporating “Apache” into the project name or logo in some form):

Gluten Logo:

Other TLP Apache projects:

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Proposal

I think we should consider updating the Gluten logo to include Apache branding (as in “Apache Gluten”), this would align with Apache project identity and ecosystem and help improve recognition as an official Apache Top-Level Project.

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Questions

• Are there specific Apache branding guidelines we should follow here?
• Would it be better to evolve the current logo or explore a redesigned direction?

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If this direction makes sense, I’d be happy to do some mock ups. Curious to hear thoughts from the community and maintainers!

[philo-he]

This sounds good to me. cc @FelixYBW @zhouyuan @weiting-chen @zzcclp

Are there specific Apache branding guidelines we should follow here?

We may reach out to the Apache Foundation to get official guidance.

Would it be better to evolve the current logo or explore a redesigned direction?

I'm open to either refining the current design or redesigning it entirely if we can come up with a better alternative.

[FelixYBW]

Thank you for your proposal! It's good idea. Let's update current one and add "apache" on top of "GLUTEN". If we have better design we can start a new discussion.

[malinjawi]

Hey @FelixYBW @philo-he, Here is a quick updated version of the gluten logo. Let me know your thoughts.

[FelixYBW]

Looks good. Can you submit a PR to replace it in home page? Thank you for your proposal!

[philo-he]

@malinjawi, thanks for the update. 1) this proposal have changed the font for "Gluten", is it intentional? Maybe, we should keep using the original font for "Gluten" for consistency. 2) Do we have a SVG file created for the new version? I think the modification should be made based on the original SVG file: https://github.com/apache/gluten/blob/main/docs/image/gluten-logo.svg 3) Can we modify the blue color in the Gluten logo which has exceptionally high saturation?

[zhouyuan]

We will need ASF approval on changing this if i recall correctly, as its part of the trade mark. Let me try to ask around to confirm

[weiting-chen]

+1 on updating the logo to reflect "Apache Gluten" branding.

This aligns well with ASF's official branding policy, which requires TLPs to use the format "Apache ProjectName" for all prominent mentions and branding. Key points from the ASF guidelines:

1. ASF Trademark Policy requires it — The full name "Apache Gluten" must be used in first and prominent mentions. The logo is the most prominent branding element, so it should reflect this.
2. Branding guidelines to follow — Yes, there are specific guidelines: see the ASF Trademark Policy, the Project Branding Checklist, and the Product Name Usage Guide. The PMC should review any proposals for compliance.
3. Recommendation — I'd suggest evolving the current logo (keeping the existing visual identity) rather than a full redesign, just incorporating "Apache" into the text portion. This minimizes disruption while achieving compliance.
4. Process — The PMC should review and approve the final design. You can send proposals to the Gluten dev mailing list at dev@gluten.apache.org for community discussion and PMC review. For trademark-specific questions, also reach out to trademarks@apache.org.

Mock-ups would be great to move this forward!

[malinjawi]

Hey @weiting-chen @FelixYBW @zhouyuan!

@philo-he and I have made an updated Gluten logo based off the feedback we got to better align and refresh it.

Please check it out the updated SVG:

[philo-he]

Looks good to me. Thanks.

[FelixYBW]

Good to me. Can you submit a PR to change?

[malinjawi]

@philo-he @FelixYBW @zhouyuan Raised the new logo PR: #12268