Shane Curcuru made a presentation at OSCON today about "Managing Community Open Source Brands." The slides are much nicer than that title [;<). You can get them from this blog page: <http://communityovercode.com/2012/07/oscon-presentation/>.
There is useful, direct material that can be applied to Apache OpenOffice and its branding. - Dennis (No, I'm not at OSCON, but many ASF folk are posting to twitter as the events happen.)
