[David Kelly]

After staring at the logo for the whole afternoon and after reading the Q & A and the document, I think that this is an excellent move on FIRST's part. Everybody talks about how FIRST needs to do a better job of promoting itself. FIRST took that step that we have been pushing them to do to help give FIRST a real identity. This is very similar as to what FedEx did when they decided to "re-brand" themselves from Federal Express to FedEx.

FIRST is a much different program than they were back in 2000 or so when they changed from the flat logo, to the 3-D looking one. I believe that made a positive impact for selling their brand. Right now, I see FIRST in it's 3rd generation. I would separate it out with these time periods of 1989 - 1998/1999, 1999/2000 - 2004, and finally 2005 - future. FIRST is selling a brand, and needs to make itself more widely known or accessible to help create more growth and support. I think FIRST made an excellent decision in putting together the guidelines for the "do and do-not's" of their logo. The FIRST brand needs to have the same look everywhere that they are publicized and seen.

I think that we should all praise FIRST for taking this HUGE step in what we all have been asking them to do, promote itself. This was a business decision and one that I believe will have a huge payoff down the road.

Good work FIRST!