Stuff We Love: Mozilla Rebrands Itself

January 18, 2017 Rachel Steven of Creative Review

Turns out, Mozilla is way more than just Firefox. 

After announcing a rebranding phase last June with johnson banks, the Internet advocacy and software group scratched everything and started fresh. 

The result is a fresh logo (with subtle nods to Internet lingo), a brand new colour palette, language imagery and more. 

While we love the new look (especially the idea of having a bank of ever-evolving graphics and customizable experiences through assets that will adapt to a user's activity), what we love most about this whole update is the process in which it happened. 

One word: transparency. 

Rebranding often happens behind closed doors, where post-it notes get stuck to desks and venn diagrams are drawn on boards. 

The problem is that no one sees this. It's often very much a process that includes the brand in question and the agency that's assisting in the update. 

The result is a lot of "thinks" happening. 

We think the customer will love this logo. 

We think people will recognize this as distinctly us. 

We think these colours pop. 

But how do you really know? You don't. 

Mozilla tracked this entire rebrand online, where people could submit opinions and discuss the things being developed. This network included Mozilla users and insiders of the tech world including designers and coders. 

It was rough to hear the sometimes "brutal" feedback. 

It was also rough trying to keep this process from becoming design-by-committee, where consistency and clarity are too quickly lost in a sea of chatter. 

So how did Mozilla keep things on track? Good 'ol determination. 

By maintaining "single-minded curation" on Mozilla's side while still listening to the users around them, Mozilla created a brand new identity where people new exactly what the Internet company is about. 

It might not work for you, but it's worth reading about in Creative Review, who analyzes each step of the Mozilla rebranding process

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