There are many reasons given for desktop Linux not "taking off". Some are accurate, others considerably less so. One of the challenges we face with KDE is creating a meaningful, visible brand that people value and relate to on an emotional level.
Those of us in the F/OSS community have already built that kind of relationship with F/OSS brands: we see, desire, often straight out breathe the message of Freedom in technology, and go to bat for our favorites. Not everyone will get that, however, and not everyone cares.
We make our life harder than it needs to be in the quest to build brand. We have a small visible market share right now, even when the total of our deployments is summed up. Yes, we have huge deployments in the education sector, have made terrific inroads into private and public offices and have annual global retail sales rivaling Apple's but these deployments are both limited in their visibility and geographically bound (meaning: we are doing a lot better in, say, Brazil than in the USA).
From a brand building perspective, something that people can recognize on a billboard, during a cameo in a T.V. show or "on that guy's laptop on the other side of the coffee shop" is pretty important. Achieving this requires design that has a positive impact at an emotional level and that is applied consistently.
We are at a moment in time where we have just enough market share that we could achieve some great strides forward over the next few years ... if we pulled together.
What KDE Has Done To Date
The KDE community has spent a lot of time and effort putting together things like the Oxygen icons and themes. This was done with the hope that we could build a common visual language, at least for the KDE software in the world and maybe even for some of the other F/OSS apps out there. We certainly did not put as much time and effort in the past into art and presentation as we have with KDE 4 (I think it shows) and this is a big part of the reason why.
We even put ourselves through rather painful transitions like changing all our icon names to the freedesktop.org naming scheme. Thankfully we have great text processing tools to work with in UNIX-land, but still ... hunting through several million lines of code and changing all the icon names in there isn't trivial. Then we had to retrofit all our existing icon themes. These are the sorts of changes that do not add any (user visible) useful features or fix any "big" bugs .. and that's if you get it right; it can cause problems if you get it wrong.
We also introduced things like the branding.svg file that allows someone to pop in their logos and web links and have them show up automatically in places one might expect some branding to be, such as in the launcher window that pops up when you click on the Kickoff button, without the need for patching the source code.
The new emphasis on and effort put into these kinds of things was made specifically to increase our competitive edge with the proprietary offerings out there, and that included a marketing angle. We continue to spend great amounts of time on our choice in wallpapers or widget stylings, and we've gotten them to the point in 4.3 where they are, by all accounts, pretty stunning.
They are also visually identifiable from a distance with just a glance, without being off-putting to the user (quite the opposite, in my experience). This is not by accident.
However, it's not much good if all the work that we collaborate on and house upstream is not used downstream and therefore passed on to the user. We instead end up with N different visual identities - where N approximates the number of distributions out there - and a continued identity crisis for the F/OSS desktop.
What The F/OSS Community Is Doing
Unfortunately, in the F/OSS world we like to build little fences around our plots of land and then design the gardens in them like the unique little acres of wonder we feel they are. This is natural and expected: the people creating F/OSS systems take as much pride in their final product as anyone else and wish to mark it as "that thing I've done". Similarly, companies wish to push their own brand for commercial purposes. Neither set of motivations is wrong or unnatural, but they are hurting us right now more than they are helping.
The truth is that none of the F/OSS operating systems, not even the Linux ones, have enough individual market share to press out a meaningful visual brand image. Even with the most successful brand creation efforts amongst the distributions with countless millions thrown into it, it's all still just "Red Hat versus Novell versus Canonical versus Mandriva versus FreeBSD versus..." and near-zero real-world brand identifiability.
Which is to say: we have made it hard for people to take notice of what we are doing with the Linux Desktop since none of the brands are identifiable as "belonging to the same thing". Instead we end up with microbrands that nearly no one outside of the server room or the hardcore F/OSS community recognizes.
Many (most?) operating systems bearing KDE packages come with their own logo as the application launcher button, many ship their own icon sets or their own (for branding purposes) customizations of the default icon set, many ship their own wallpapers, many change the default window borders or widget themes.
This is even more unfortunate because there is a scarcity of quality artists in the F/OSS world, and when each distribution or project gobbles up one of them to work exclusively on their own mojo ... we just divide and conquer ourselves.
While this may make their individual believers-in-the-cause users happy and may make corporate management feel they are getting some good corporate marketing out there with that happy little logo in the bottom left hand corner ... this is obviously inspired by the "old way" of doing things that is centered around corporate balkanization of the consumer space: flags or fruits, right? (Microsoft and Apple .. :) We need to rise above that and consider the long term benefits of the entire ecosystem because each of our projects thrives or diminishes in step with it.
Right now, it's almost tragic how we feel ourselves to be so rich and so well established that we can afford N different art teams creating N different visual identities. It's time to wake up from that quaint dream so we can take on reality.
What Can We Do?
So how do we remove barriers that stand in the way of improving the situation? Whatever we do (if we do anything), it will be a one-step-a-time process, surely. Thankfully we are usually a patient and hard working lot in F/OSS. We're also a group made up mostly of people who understand the concept of "meeting people half-way".
John F. Kennedy famously said, "Ask not what your country can do for you, but what you can for your country." So starting with 4.3, KDE is putting together a small service for KDE distributors (that hopefully one day could turn into a big service, maybe even one that is eventually funded by benevolent forces out there) where we will help others customize the default elements of the KDE visual appearance to suit their needs. We are starting with something simple and achievable: wallpapers.
Why wallpapers? It's a single set of images (so relatively low overhead for us) and it's also what takes up a huge portion of the screen upon log-in and dominates screenshots in review articles.
Eventually it would be great if we could come up with a shared logo for the launcher menu button, manageable customizations in the desktop widget theme, commitment to a standard window border and further usage of branding.svg. We need to start somewhere, however, and to build a working art relationship.
How Will This Service Work?
If you provide a KDE distribution (defined as "a set of KDE binary packages or means to distribute them that includes at least kdelibs and kdebase”) and would like to collaborate with us on this, we will work with you to bring your logo and/or color scheme into our default wallpaper(s).
The quid-pro-quo is this: you commit to setting that wallpaper as the default in your KDE 4.3 (or whatever version is next at that time) packages. The logo and colour scheme work will be done in coordination with your art director(s) (if you have such a person or team) so that it does indeed make sense with your visual identity, but it needs to be based on the upstream defaults. (And yes, the defaults do not include a KDE logo. ;)
We only have so many artists ourselves, so we will operate on a first-come-first-served basis along with some prioritization based on size of user base for the "close ties" in request timing. If you, as a KDE distribution, would like to donate some of your art team's time to helping customize our wallpapers for your look, that'd be great too. (We don't expect your artists to work on images for other distributions; we're looking and hoping for enlightened, not purely altruistic, gestures here. :)
If this works out, then we can extend and expand the program together over time to include other visual elements that we can all agree on.
This is indeed a simple plan with open questions remaining, but it starts to address the issue. We are open to and desire feedback from distributors regarding how this could work right now and how it could evolve over time: the better we understand the needs and patterns of others, the better we can make this program work out together.
... and what's the goal again?
The desired result is the ability to build a visually identifiable F/OSS desktop brand together, one that fits nicely with your brand as well. This way people can continue to say, "Oh hey, that's $COMPANY $NAME Linux" while giving the human population half a chance to build a relationship with F/OSS itself as a visually identifiable thing.
In short: the goal is to increase our net effect in the market by working together.
It's Big Picture thinking, and I hope you will invite us to join your efforts.
So What Can I do?
Remember Aesop's words that he wrote with so much wisdom so long ago: together we stand, divided we fall.
If you are an artist, consider getting involved and help us make beautiful art! (kde-artists at kde dot org is the email address you're looking for ;)
If you are a KDE distributor, contact us so we can include you. (kde-artists at kde dot org, or if you want to start out a bit more cautiously/quietly then aseigo at kde dot org wil reach me privately)
If you are a KDE user who feels this is a good idea: spread the word. Blog, microblog, copy pieces of this blog without apology, write to your KDE distributor about this issue so they are aware of it ....
Together we can build a shared and identifiable brand with great value that we all benefit from.
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34 comments:
I'm not so sure it's a good idea for the individual user. Aren't we supposed to choose our own wallpaper any more? Mine are mostly pictures I took, my daughters' range from kittens to rock bands; do you really want us to sacrifice that for branding? I'm a KDE advocate all right, but that goes one step too far for me.
I'd like to see the name KDE changed. After all it is an acronym based on a misspelling (Kool). If anything increment the first letter by one, LDE. Then you have something called the Linux Desktop Environment which heals the divide between OS and desktop. And gives you a name that rolls of the tongue (pronounced "LiDy"). Ok the last point is a stretch
@irinarempt: this is just about the defaults, the end user will be as free as ever to change them. we already have a default setting, so this isn't groundbreaking :)
but instead of everyone having a different default, we'll have a common default that allows them to be identified as "the same".
wallpapers figure big in things like screenshots as well as first log ins, so it's impactful. and it's something pretty easy to agree on, i think, compared to some other things.
wallpapers are often change by the user, though, you are correct.
over time we'll want to expand the art coordination to more than just wallpapers ... but that's a decent starting point.
So would the branding look something like "KDE 4.3, packaged/presented/delivered by OpenSuse" with both of the relevant logos?
I agree that the branding puzzle is a problem for open source in general. But why should be the KDE brand chosen ? Despite I love KDE, I'm not sure it is a unifying brand : many people ( not me...) have several desktop environment o their linux.
The most unifying brand in my opinion is the linux foundation, that have a simple and nice logo.
So why not drop the K menu logo for a L menu logo by default ;-) (I know, I'm being provocative...)
This makes a lot of sense to me. Reading between the lines a bit... wouldn't sharing some branding with Gnome make sense as well?
Actually I've been frustrated that distros often don't include the Oxygen wallpapers by default. But only because they are so beautiful, I wasn't thinking about branding. :)
Branding sucks, GNOME had the good sense to reduce it to just the foot and the "About GNOME" menu entry. Please please please do the same with KDE.
it's sad that often distros modify upstream artwork to something really ugly. opensuse for example. just awful!
it's like all the art on which some artists have worked has been changed by a bunch of programmers who know nothing of art but seem to think they do.
I think that in a way the Plasma itself has become a sort of branding for KDE.
What I mean is that the *richness* of the desktop its self is more recognisable than a logo or a colour-scheme. A meta sort of branding.
I think that there is an opportunity to promote KDE as the desktop that can do what you want. So when people think of KDE they don't think "oh the blue on" but rather "oh the amazingly interactive one.
There is a difference between branding and promoting features but I really mean this. Something less tangible than a logo can still be a brand. It is less obvious what to do about it (to promote it) of course... for that you need an expert.
That said, great post, great initiative.
ps my desktop can have growing cellular automata, an interactive globe, a slide-show, tell me the weather, allow me to navigate through my folders without a single click, I can chat with people, keep an eye on the cricket scores...
...that is what people notice.
Hy.
I think something good for distributors would be to create a simple "logo" plasmoid, displaying the distributor logo on wichever wallpaper comes as default.
It seems a widely used customisation to take a beautifull picture and just add the green lizard, yellow and blue star, brown circle, red spiral or ... and put it as default wallpaper.
There should be some work with other desktops thought in order to get the brand onto Gnome/Xfce/iceWM ...
@irinarempt: That was not the point.
Every time someone makes a review of a linux distro the first thing that you see is a screenshot of the default settings, and the most noticeable thing in there is the default wallpaper. Since each distro has its default wallpaper, at first sight they all look different (even if that's the only difference with the default settings). The idea here is that instead of having a Fedora Desktop, a Ubuntu Dekstop, an OpenSuse Desktop, a Mandriva Desktop..., to have different variations of the same Linux Desktop, i.e., distros will keep their individual identities, but if a casual observer sees this screenshots he should be able to identify them as different variations of the same thing.
@bhzboy: "Despite I love KDE, I'm not sure it is a unifying brand : many people ( not me...) have several desktop environment o their linux."
it's not about KDE being the unifying brand, it's about building a brand _together_ using common visual elements.
i'm not expecting $COMPANY $LINUX to drop their identity, i'm asking for us to coordinate our materials a bit so we can pool our brand efforts.
as for other desktop environments, well .. that's not low hanging fruit; exactly the opposite, in fact. i think it's realistically possible to get KDE distributors on track and that would be a big step forward in and of itself.
other projects can either decide to do the same, join our effort, or continue on as they are. that'll be completely up to them, though.
"The most unifying brand in my opinion is the linux foundation, that have a simple and nice logo."
with all due respect to The Linux Foundation, KDE is more than Linux.
@David: "I'd like to see the name KDE changed."
that's actually a different topic. i'm not suggesting that "KDE" is used by everyone as "the brand" (which is why i talked about maybe one day finding a common logo for the start menu; i doubt it would be the KDE K+gear).
that said, we are changing the meaning of KDE to be just "three letters", not unlike what LG, 3M or numerous other organizations have done in the past when they outgrew their "real" name in scope.
but "KDE" itself has too much value for us to just drop it. any more than Ubuntu, Suse, Fedora or Mandriva (all silly names imho) should be dropped.
@Ian Monroe: "wouldn't sharing some branding with Gnome make sense as well?"
it could, but i don't think that's realistically achievable in the short term. it would cause far too much discussion and i doubt it would result in real results. i base this on years of involvement with freedesktop.org. just defining the _names_ of icons is a mess of a process.
but let's assume we could share some brand building concepts between KDE and GNOME: it doesn't solve the actual problem of downstreams changing defaults per-distributions and therefore destroying the hopes of creating a brand that has enough reach to have _real_ value.
that's why i'm concentrating on KDE downstreams (it's where we can fix things)
@slashdotaccount: "GNOME had the good sense to reduce it to just the foot and the "About GNOME" menu entry."
we want to build brand, and it has nothing to do with "make the KDE logo more visible". it has everything to do with building a recognizable visual identity.
our default wallpapers have nothing related to KDE explicitly on them. they could work on any desktop equally well, really. but they follow a set of visual cues and concepts (e.g. in the case of the "air" images: organic design).
branding is about more than logos, a lot more. it's about messaging and visual identity applied with consistency.
logo usage can be one part of that, but it doesn't need to be. you can identify a porsche from a mile away. you don't need to see the logo.
@maninalift: "A meta sort of branding."
that is EXACTLY the concept in a nutshell :)
to accomplish that, it needs to be consistently applied, however, in what gets delivered to the users.
we have worked hard on the "meta branding" but it's getting lost in translation when it goes through the filters of our downstreams.
this has been happening forever, of course, and it prevents building a brand of significant value for _anyone_.
@david: "I think something good for distributors would be to create a simple "logo" plasmoid, displaying the distributor logo on wichever wallpaper comes as default."
a "watermarking" wallpaper plugin (which applied a watermark type image in a specified location) would be trivial to make. plasma's wallpapers are 100% dynamic, so this would not be hard to achieve.
it could even be added to the existing image plugin, actually, with very little effort.
"There should be some work with other desktops thought in order to get the brand onto Gnome/Xfce/iceWM"
that's the apple at the top of the tree; i'm trying to grasp the low hanging fruit that will have maximum impact.
we can look for a taller ladder after that :)
@Tanya Gomez-Martinez: you hit the nail on the head; that is exactly the idea!
I love branding -- no matter if it's for commercial or community distros.
Actually one of the main reason I use openSUSE is because of its branding. In openSUSE the branding is consistent, starting with the GRUB background image, then boot splash, later KDM and then even the splash screens of OpenOffice and GIMP. All that consistent branding adds a layer of polish that I really appreciate.
Making branding easier is great, especially for smaller community distros that don't have the resources for a big art team.
@David: Your suggestion to change the name of KDE to LDE (with L for Linux) is totally silly. First of all, KDE is not only for Linux. Second, it's not the only DE for Linux or any other X11-based OS. Third, LDE would lead to confusion with LXDE.
"The truth is that none of the F/OSS operating systems, not even the Linux ones, have enough individual market share to press out a meaningful visual brand image."
We actually do have. And it is Linux. It is one of the strongest brands on computer the industry. Even it just means the operating system (linux kernel), it is too many times linked to distributions as they would be different operating systems. And this way distributors brakes the Linux brand because they can not stand behind one brand.
Linux is same as KDE. Same thing as OpenSUSE would call they use different desktop environment than Kubuntu when they both use KDE..
@Ian Monroe: The problem is that those wallpapers are huge. So on CD-sized live images, we don't have many other choices than just shipping only our default.
Aseigo,
You are the yoda of the GNU/linux ecosystem! FTW
You are a visionary, and enrich the community around you.
It's leaders like you that FOSS needed, kind of like Jobs was for apple.
I hope that the response will be massive and that we can quickly expand the initiative so that all branding efforts are coordenated and no-one's work is wasted. So we can finally see FOSS take it's rightfull place on Desktop OS statistics.
I think that once distros start to adhere to this initiative and KDE starts to be recognized by OS layman, gnome will follow suit, both by own initiative and by distro pressure, once they get used to working right!
go aseigo, go KDE, go FOSS!
Hi
Perhaps you can use kiosktool as the base for a software package for KDE branding. Call it "kbrand" or something KDE4'ish.
See: http://www.kdedevelopers.org/node/3907 for more details. No need to reinvent the wheel here.
Great to read some serious thinking about Linux desktop branding. I think the mobile area has the most immediate potential for Linux right now so it was also good to read about KDE efforts in mobile form factors in a recent blog.
I think Moblin is very pertinent to both topics. It seems likely supporting distributions will incorporate the name e.g. Suse Moblin, Ubuntu Moblin. In which case I think it will be Moblin that gains the “mind space" of a successful brand rather than a particular distribution (so long as they all maintain a relatively consistent look and feel along the lines you discuss). And whilst a great name does not automatically make a great brand, I think Moblin is a name with great potential – it just rolls off the tongue in the right way (hey is that a Moblin phone!) .
I know Moblin is not built on Qt but it seems to me a lot of its ideas are consistent with KDE, especially Plasma. Rather than compete with Moblin, I would hope there is a path to bring both KDE technology and KDE applications to this new platform. Given the similarity between Maemo and Moblin perhaps this could be a vehicle for such a technical convergence. Indeed, there are signs of increasing Intel/Nokia collaboration (e.g. oPhono telephony framework). If both these companies fully backed Mobin as a truly open project supported by the leading desktop distributions (all under the Linux Foundation) then I think it would address many of the factors holding back widespread adoption of mobile/desktop Linux.
Anyway, I would interested in your thoughts and I hope to see a debate within the KDE community on what its strategy should be towards Moblin.
@Fri13: "We actually do have. And it is Linux. It is one of the strongest brands on computer the industry."
... on the server.
"Even it just means the operating system (linux kernel), it is too many times linked to distributions as they would be different operating systems. And this way distributors brakes the Linux brand because they can not stand behind one brand."
yes and no; on the server side it is still perceived as "Linux" as a whole.
"Linux is same as KDE. Same thing as OpenSUSE would call they use different desktop environment than Kubuntu when they both use KDE.."
it's ok to call it something a little different (Suse Linux, Kubuntu Linux, whatever). on the server it doesn't matter so much what it _looks_ like because you don't see it and we are dealing with a much more technology aware/educated audience (e.g. sys admins).
the desktop and consumer markets (as similar but distinct entities) are very different in that way. building a brand with value means visual consistency to some extent.
i really don't care if they call it Kubuntu or Suse, it should be visually consistent and we should be building a unified brand.
Linux is a valuable brand because this is precisely what happened on the server side in ways that were appropriate to the server market.
it's time to do something sane for the desktop side.
@Kevin Kofler: "The problem is that those wallpapers are huge. So on CD-sized live images, we don't have many other choices than just shipping only our default."
if you shipped just one Oxygen wallpaper as you do with your one default it would be no different space wise.
@Trevor: a name is not a brand, at least not in the consumer market. any brand name of value in that market (and other highly visual, low-to-moderate expertise markets) has a look, feel and expectations that are crafted by using a name, visuals and consistency in design.
tacking "moblin" on to the end of every distribution will not make anything magically better unless each of those moblin devices looks similar enough to be identifiable.
when was the last time you heard someone say "oh man, want an Symbian based phone!" who wasn't a techy vs how often you hear people say "i want an iPhone or iPod Touch". interestingly, people put it together in their head that the iPhone and iPod Touch are the same technology and is a brand with value (e.g. the same store, the same interface expectations).
that's a brand with value.
Symbian is a technology with value.
i'd like a technology with value that has a brand with value. :)
as for what KDE ought to do with Moblin, i'd say scrape off the UI and provide a better one.
"branding is about more than logos, a lot more. it's about messaging and visual identity applied with consistency."
Yes, you are right - branding is more than logo, it's our (Fedora) identity - it's (nearly) everything we have! If we lost our identity then why we should have more than one distribution? We're not in Windows/Apple world... I understand your point of view but it's not easy for us. I'm trying (together with Fedora design team) to prepare consistent user experience - from the very first time of boot (GRUB theme), Plymouth theme, KDM, splash to desktop (wallpaper). With KMS it's finally possible! I think in F10 we did awesome work (measured from users responses) but still I'm trying to keep KDE visual features so everyone can identify it as "hey it's KDE on Fedora"!
Another thing is that we're trying to match theme/branding with codename to show our values.
And the last comment - I thought that KDE is prepared this themeable way to support and encourage distribution to do something more, to take raw KDE and prepare star!
Conclusion is not easy: you gain your identity if we lost our and vice versa... And we are back to downstream can't live without upstream, upstream can't live without downstream.
PS: this my own opinion (jreznik on IRC), I'm not talking for Fedora KDE SIG...
@Aaron Seigo "it's time to do something sane for the desktop side."
I have now past 5-10 years heard normal (non-technical oriented) people mention about Linux OS than any distributions name of it. Ubuntu in example is bretty heavy now and it is getting over the others, even as Linux.
Why we could not do sane choise and unite the desktop and servers so people would really knowledge the freedom and openess of open source community?
KDE is doing bretty big part on that because it is the visible part of the community (like Gnome or other DE or WM's are as well).
Many companies wants to achieve the brand for their product, like Apple use a lot of iName style. Nike and others does as well have own trademarkings etc.
And you all are going to right direction if you get distributions to show that they are all using same desktop environment when using KDE. So people would understand the community easier and learn how it work.
The bad side for gaining a brand for own trademark, product etc. Is that then it can be ruined by some people by those who use same product (KDE) on own products (Kubuntu). This is not such problem on closed source world, where only one company owns the product and controls it, so if it gains a brand from it's customers, it is easier to control. But on Linux world, the different distributions can ruin the KDE brand (if we get such more widely builded) if they fails to meet customers demand about the quality by the way what KDE developers can not control it.
As far the KDE has got some level brand, but really need to be got "out" behind the distribution own name. It is already sad to hear some people to say that Kubuntu does not use KDE but other desktop environment and they actually speak about KDE. Problems comes usually from different theme and especially default wallpaper what are differents to the default ones. So we really need somekind "joining".
Hopefully we get great step towards with this wallpaper idea etc.
Great idea!
I think another simple thing to do - when the design for the wallpapers is finished - is to define a default screensaver showing a picture with this same design.
I often see PCs which are easily recognizable as running the redmond sw because their default screensaver is showing their logo.
A normal user often does not change defaults, therefore the chance to see the KDE/LINUX-default design is high.
@Rezza:
To me, as long as Fedora is recognizable (ie, I can tell I'm running a Fedora desktop), I don't need a pervasive boot-to-login Fedora-specific visual style that has to be reimagined and recreated for every six-month release.
I'd be perfectly happy with a common, well-thought-out upstream visual style (even if it was the same one that Kubuntu or OpenSUSE used), but branded by Fedora.
I appreciate Fedora's visual style, I really do. Solar was fantastic. But it's almost a tragedy that Fedora has to do this *over and over* with limited manpower for *every* release.
Not to mention that they can't all be golden; Infinity and Solar are amazing, but Waves was "so-so", and I find the default Leonidas style to be a little generic. KDE, on the other hand, has been developing their visual metaphors around a central theme for two or three years now. They don't have to come up with a new theme for every release.
While I think Fedora's efforts are pretty awesome, it is unrealistic to expect it to consistently create a new and completely original visual style from top-to-bottom every half year. (It may be possible, but it might be too much work for the [decent] payback they get from it.) Imagine if, instead of having to reimagine their visual theme every couple of months, the Fedora artists could work with upstream on refining a consistent visual style for a three to four year period.
(I think the same, of course, for any other distro, though I think Fedora has gotten way better at it than any of them, personally.)
(And since there's nothing really KDE-specific about pretty pictures of mountains, or water, or plants, you could probably reuse a lot of this stuff in the GNOME desktop as well. I think the KDE pictures of plants are a little better than the GNOME ones, myself :) Maybe GNOME and KDE artists should work together instead of doing their own separate plant snapshots collections).
Maybe the unified-style art effort could eventually be pushed as an independent entity, that any distribution could draw from. (Pipe dream.) It would require distro-cooperation instead of distro-specialization, and some distros would put it in more than other distros. There's no doubt the exchange wouldn't be even, since I could then make my own distro and immediately be able to give it the distinctive "Free Desktop Linux" visual aesthetic. The idea is kinda neat though.
Now happening in openSUSE: https://features.opensuse.org/306473
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