Mozilla is not just another tech company. It’s a global network of activists, technologists, and innovators striving to keep the internet open, free, and accessible for everyone. For over 25 years, Mozilla has stood by its belief that the web should belong to all people, regardless of where they come from. With a refreshed brand identity, the organization is now setting its sights on the next 25 years and beyond, reinforcing its commitment to empowering users and shaping the digital landscape.
A New Chapter in Mozilla’s Journey
“As our personal relationships with the internet continue to evolve, so does Mozilla’s,” said Mark Surman, President of Mozilla. “Since the beginning, when we open-sourced our browser code, our mission has been clear: create and support technology that serves the public interest, while fostering innovation, competition, and choice online. However, many people don’t fully understand the breadth of what we do. This rebrand is more than a visual update—it’s a foundation for the future, helping us better connect with new and existing audiences.”
To bring this vision to life, Mozilla collaborated with the branding experts at Jones Knowles Ritchie (JKR). This partnership aimed to craft a brand that not only highlights Mozilla’s flagship product, Firefox, but also showcases its role as a leader in digital rights, privacy-preserving tools, and open-source development.
The result is a brand strategy that reflects Mozilla’s values and amplifies its commitment to putting people before profits. This transformation represents a rallying cry for anyone looking to regain control of their online presence in an era marked by privacy concerns, misinformation, and the rapid rise of AI.
Empowering People to “Reclaim the Internet”
Mozilla’s refreshed brand is designed to inspire action, encouraging users to reclaim their digital lives. Central to this initiative is the “Reclaim the Internet” promise, developed with the strategic insights of DesignStudio in 2023. The focus is on uniting individuals and communities to create a healthier, more empowering online world.
Amy Bebbington, Mozilla’s global head of brand, explained: “Our new brand strategy, named ‘Grassroots to Government,’ ensures that we resonate with diverse audiences—from developers and activists to everyday internet users and policymakers. This is about bridging the gap between grassroots innovation and systemic change.”
Key Features of Mozilla’s Brand Refresh
The Flag Symbol
A new symbol, derived from Mozilla’s iconic “M” and a playful nod to the beloved Tyrannosaurus rex mascot, embodies the activist spirit of the organization. This flag represents values like unity, pride, and collaboration while acting as a rallying point for its mission.
Custom Typography
The bespoke typefaces combine practicality with creativity, moving beyond traditional tech-brand aesthetics. The semi-slab serif font adds personality, while the sans-serif variations ensure versatility across platforms.
Color Palette
Black and white provide a strong, no-nonsense foundation, complemented by shades of green that echo themes of nature and nonprofit work. This design choice reflects Mozilla’s mission to make the internet a better place for everyone.
Unified Brand Voice
The new voice strikes a balance between expertise and cultural relevance, using relatable humor to engage audiences and inspire action.
Modular Design System
Inspired by the flag symbol, a pixel-based grid system connects various elements of Mozilla’s identity, enabling consistent and meaningful representation across its ecosystem.
A Commitment to Progress
This rebrand signals more than just a visual overhaul. Mozilla is channeling resources into research, advocacy, and product innovation to support its mission. With advancements in artificial intelligence, ongoing product growth, and groundbreaking projects, the organization is positioned to tackle the challenges of the digital age.
Lisa Smith, global executive creative director at JKR, noted, “Mozilla’s new brand presence reflects its unique role as both a tech innovator and an activist organization. This identity system is a bold statement that stands out in today’s crowded market.”
Looking Ahead
While the brand transformation is underway, Mozilla emphasizes that this is an ongoing process. The organization views its refreshed identity as a foundation to build upon, adapting and evolving with the changing tech landscape. Future campaigns will highlight Mozilla’s strides in AI, digital rights, and innovative tools that prioritize user privacy and empowerment.
To explore Mozilla’s new identity and stay updated on its initiatives, visit www.mozilla.org. If you want to learn more about this project, Head over to www.jkrglobal.com
