Hello all, One of the common feedback that we get when talking to users is that the Apache Tephra logo is abstract, and does not immediately connect to the project. Also the logo doesn't really fit in with the other projects in the "zoo" of the Hadoop ecosystem.
One of the things we have wanted to do for a while was to update the logo, and with the recent move into incubator, we figured it was good timing to develop and propose a new logo for the project moving forward. While designing the new logo, we thought it would be ideal for the new logo to embrace an animal of some sort. In addition to an animal, we wanted it to somehow connect back to what Tephra is all about: maintaining consistency. There aren't many consistent things in the animal kingdom, but we honed in around a particular idea. We've ended up in the current proposed logo design with a dog (specifically, a border collie or similar herding breed). The logo is attached to JIRA TEPHRA-183 [1] The notion is that a herding dog is used by a herder to maintain order and consistency amongst the flock. It is in some way an enforcer of consistency, under control of the herder, but in a way that abstracts much of the hard work and details away from the herder. The dog in a stalking position shows it in action and enforcing order across the herd. We are open to suggestions and improvements. The design was done by the in-house designer at Cask, and the logo and rights will be donated to the ASF. Thanks, Poorna. [1] - https://issues.apache.org/jira/browse/TEPHRA-183
