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.

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.

The company offered two sets of designs, calling them separate “systems.” It then solicited user feedback on the potential offerings.

TechCrunch reported:

The whole thing might sound a bit up-in-the-air right now, and that’s mostly intentional — it’s still pretty early days in the process. But eventually, Firefox will be getting a new logo; or, more accurately, new logos.

The work was presented in two potential “systems,” each composed of one “Masterbrand” logo and 11 auxiliary logos. The masterbrand would be the primary one used for representing the brand as a whole, while those beneath it could each represent an individual product.

In asking for feedback, the Firefox team asked for users to share their thoughts in comments on the blog post announcing the change.

It wrote:

For those who recall the Open Design process we used to craft our Mozilla brand identity, our approach here will feel familiar:

  • We are not crowdsourcing the answer.
  • There’ll be no voting.
  • No one is being asked to design anything for free.

Living by our open-source values of transparency and participation, we’re reaching out to our community to learn what people think.

On social media, users have remarked that some designs look similar to those of other well-known brands.

Some question why Firefox needs a new logo:

Others slam the new designs:

Still others question why a redesign is necessary:

What do you think of the redesign, PR Daily readers?

(Image via)


PR Daily News Feed

Sign up to receive the latest articles from PR Daily directly in your inbox.