Mozilla, a software company renowned for the Firefox web browser has modified its digital identity with emphasis on its mission – to advocate for an open, accessible, and supportive internet. Through the new branding system, Mozilla wants to unify its expanded set of services, channels, and resources.
It also wants to spotlight its current vital research advocacy work in the digital world. Mozilla wants to move beyond its image of Firefox and be known for its broader impact. The software company partnered with global branding agency Jones Knowles Ritchie for the rebrand.
Amy Bebbington, Global Head of Brand at Mozilla, said the brand’s new face needed to tell a cohesive story in support of the company’s mission. “We intentionally designed a system, aptly named ‘Grassroots to Government’, that ensures the brand resonates with our breadth of audiences, from builders to advocates, changemakers to activists,” she explained. “It speaks to grassroots coders developing tools to empower users, government officials advocating for better internet safety laws, and everyday consumers looking to reclaim control of their digital lives.”
Mark Surman, President of Mozilla, said their mission has been the same, that is, build and support technology in the public interest, and spark more innovation, more competition, and more choice online along the way. “Even though we’ve been at the forefront of privacy and open source, people weren’t getting the full picture of what we do. We were missing opportunities to connect with both new and existing users.” Surman added that the rebrand is more than a facelift, Mozilla is laying the foundation for the next 25 years.
Mozilla Back with the Dinosaur
Mozilla’s new logo is a lively Tyrannosaurus Rex, which is also the company’s mascot. It has been brought to life in a fun pixel pattern, reflecting the brand’s activist spirit. It cements Mozilla’s role as a beacon of digital rights and innovation.
Lisa Smith, Jones Knowles Ritchie’s Executive Creative Director, shared that Mozilla’s brand felt bifurcated. She said the brand lacked a personality and expression. “Knowing that big tech is our enemy, we don’t want to fall into the digital wind tunnel where everything looks the same.”
Mozilla’s new logo is written in Mozilla Semi Slab with an ASCII dinosaur drawn from its forms. Furthermore, there’s a new color palette – wider color gradients.
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