Undertaking a rebranding, Firefox solicits community input

The organization says it has outgrown its original icon and wants new designs that encompass its broader goals. However, users are skeptical about the proposed new looks.

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Firefox’s parent company Mozilla wants to rebrand its iconic browser—and it’s asking users to point the way.

The internet tools company started as an open-source, collaborative project to make the internet a better place for everyone. As the internet evolves, the organization has increased its offerings and now plans to offer a range of web browsers and apps that make users safer, more efficient and happier overall.

Now it says these new organization goals require a bold new face for the company.

It wrote in a blog post:

As an icon, that fast fox with a flaming tail doesn’t offer enough design tools to represent this entire product family. Recoloring that logo or dissecting the fox could only take us so far. We needed to start from a new place.

A team made up of product and brand designers at Mozilla has begun imagining a new system to embrace all of the Firefox products in the pipeline and those still in the minds of our Emerging Technologies group. Working across traditional silos, we’re designing a system that can guide people smoothly from our marketing to our in-product experiences.

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