Rebrand Roundup: Mozilla’s Open Source Approach

It’s unusual for a brand to give an open insight into its design development. However, that is exactly what Mozilla, the nonprofit maker’s of the Firefox open-source browser, have done, using their open source principles and belief in being transparent to conduct an open design process.

Mozilla are working with London-based agency Johnson Banks for the rebrand process, which is in four phases as follows:

Ideation – This initial stage is exploring the possible different directions that the rebrand might take

Concepting – This builds on the first stage, by taking a variety of the initial concepts and developing them and then designers and non-designers are invited to give their feedback

Refinement – At this stage concepts are tested to determine which one will work best in all situations to decide what the final option will be.

Guidance – The chosen concept is developed into launch materials and style guides as well as being incorporated into launch campaign for the new look.

The development is currently at the Refinement stage, with seven initial designs for the identity posted. Following feedback and Mozilla’s own strategic direction, those were refined down to just four options.

The four remaining link to these core narratives:

  • The Pioneers
  • Taking a stand
  • The maker spirit
  • The Health of the Internet

Here are four identities which Mozilla are continuing to review and refine:

1) Protocol 2.0 – one of the strongest contenders, this has been developed from the first round. The :// protocol relates directly to Mozilla’s role in shaping the internet. The typography has been strengthened from it’s initial iteration and they have explored how the word mark can be used in different situations.

2) Burst – This option is the result of two different directions: Mozilla’s role advancing the health of the Internet and also data-led ideas. The two routes have combined quite neatly as Mozilla collects data around five key measurements of Internet health and there are five nodes in a capital M.

3) Flame – This direction crosses two narratives, the ‘Pioneer’ and ‘Taking a stand’. The flame symbolism represents Mozilla’s determination to remain a beacon for an open, accessible and equal internet for all. Alongside this, the design incorporates an ‘M’ and works well as an animation.

4) Dino 2.0 – This route has been developed from an earlier route that wasn’t quite working but hinted a ‘zilla. This route is quite simply a red chevron and white type which has been worked to animate. A typeface is being developed to accompany this route along with a red, white and black colour scheme.

The above designs will continue to evolve as Mozilla works through the refinement stage and into the guidelines in November. To stay up to date with the all the latest developments, head to the Mozilla blog.

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