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Ubuntu has seen a tremendous amount of growth and change since it was conceived in 2004. Back then it was a small project with strong ambitions and a handful of developers passionate about delivering a world class Linux Operating System that can compete on every level with Microsoft and Apple. We adopted a style based on the tagline “Linux for Human Beings”, and called it “Human”. Six years on we have made incredible progress. Ubuntu is a global phenomenon: we have carved out a pervasive culture of quality and design, thoughtful usability and great technology all fused together in a project that maintains the same commitment to community and collaborative development that we embraced back in 2004. In 2009, a small team lead by Mark Shuttleworth, conducted a review of our key brand values and identity. Based on that work, a set of visual treatments were produced, and shared with key members of the Ubuntu Art community, spanning the core distributions, derivatives, and aligned efforts li