It was June 2016 when Mozilla announced that it would undergo a rebranding process. Instead of the traditional methodology like hiring a reputable agency and staging a big reveal for their new brand, the nonprofit organization dedicated to making the Web better decided to conduct the process in the open where each each step is shared with the masses.
Every step, feedback and results are available at Mozilla Open Design. The experiment resulted to 3,000 comments during the five-month-long project. The Mozilla and Johnson Banks teams reviewed each feedback which eventually influenced Mozilla’s decision to came up with its new logo design. Let’s take a look at Mozilla’s new logo and identity family (Moz://a) and see for yourself if they really succeed in their rebranding experimental approach.
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Introducing Mozilla’s New Logo
Seven months after initiating to refresh the Mozilla brand experience (and to differentiate itself from Firefox), the new Mozilla logo is now here. The final logo of Mozilla incorporates a fragment of a web address (a historical artifact of the web) as a symbol that the Internet is at the heart of Mozilla. “Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company,” says Tim Murray, Mozilla’s creative director.
The keyboard-friendly logo, “moz://a”, uses a font that came from a light slab serif from an existing font in Typotheque’s library customized for Mozilla. Zilla, as they named it, is made free for anyone to use. “Selected to evoke the Courier font used as the original default in coding, Zilla has a journalistic feel reinforcing our commitment to participate in conversations about key issues of Internet health,” says Tim Murray.
It’s very interesting that this open process that collects thousands of feedback led to the birth of a new brand of one of the historical components of the World Wide Web.
What do you think about the new logo of Mozilla? Are you now going to consider the open approach when it comes to logo rebranding process?