improve front page branding/title/tagline

[dherman]

A number of improvements needed for front page branding, title, and tagline.

Things I like about the tagline:

• "crates" in the tagline -- they're in the domain so we should own the terminology. It should become part of the lingua franca like "gems" are in the Ruby community
• "Rust" in the tagline -- since "rust" isn't in the domain, and the language is new, it should be made immediately clear that's what this is about
• "community" in the tagline -- of course! critical
• "community's" expresses explicit ownership (pun intended) by the community -- 👍

Things I don't like:

• The title takes up too much page real estate.
• The chunky swiss font title is bland.
• Because of the domain name, it's not clear how people should refer to the web site in everyday conversation. People should be able to blur the distinction between cargo the CLI tool, cargo the registry, cargo the web site, and cargo the ecosystem. They should all just be one integrated UX. So we should explicitly brand the page as Cargo. Right now the CARGO heading and logo are separated from the title of the hero unit. They should be brought together so it says: "CARGO: $tagline"
• "hosting service" is unnecessarily internal and verbose; "host" is better (rubygems.org does this too)

I think we could go with "Cargo: the Rust community's crate host". That's not a much shorter tagline but shrinking the font is probably all that's needed.

[huonw]

cc @alexcrichton (not sure if this slipped under the radar or not).

[alexcrichton]

@huonw yeah I haven't totally forgotten about this, I tweaked it a bit before launch, but I think there are still some tweaks to do here (namely in the logo), so I'm leaving this open for now.

[alexcrichton]

Ok, after thinking about this, I'm going to close this for now. Our current tagline is "The Rust community's crate host" with "Cargo" in the logo area, so I think we're covered for now. We may wish to revisit the logo in the future, however.