The new style of Ubuntu is driven by the theme "Light". We've developed a comprehensive set of visual guidelines and treatments that reflect that style, and are updating key assets like the logo accordingly. The new theme takes effect in 10.04 LTS and will define our look and feel for several years.
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 like the Forums. Representatives from Ubuntu, Kubuntu, Edubuntu, Xubuntu, Mythbuntu, SpreadUbuntu and more came to London and worked with the Canonical design team to refine the designs and work together. The results of that work are presented here.
Brand - Ubuntu Wiki