{"id":77813,"date":"2024-12-04T13:41:14","date_gmt":"2024-12-04T21:41:14","guid":{"rendered":"https:\/\/blog.mozilla.org\/?p=77813"},"modified":"2024-12-10T14:43:17","modified_gmt":"2024-12-10T22:43:17","slug":"mozilla-brand-next-era-of-tech","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/","title":{"rendered":"Reclaim the internet: Mozilla\u2019s rebrand for the next era of tech"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-1024x576.png\" alt=\"A stylized green flag on a black background, with the flag represented by a vertical line and a partial rectangle, and the &quot;3&quot; depicted with angular, geometric shapes.\" class=\"wp-image-77816\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-1024x576.png 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-300x169.png 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-768x432.png 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-1536x864.png 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-1000x563.png 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail-1280x720.png 1280w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Mozilla isn&#8217;t just another tech company \u2014 we\u2019re a global crew of activists, technologists and builders, all working to keep the internet free, open and accessible. For over 25 years, we\u2019ve championed the idea that the web should be for everyone, no matter who you are or where you\u2019re from. Now, with a brand refresh, we\u2019re looking ahead to the next 25 years (and beyond), building on our work and developing new tools to give more people the control to shape their online experiences.\u00a0<\/p>\n\n\n\n<p>&#8220;As our personal relationships with the internet have evolved, so has Mozilla\u2019s, developing a unique ability to meet this moment and help people regain control over their digital lives,&#8221; said Mark Surman, president of Mozilla. &#8220;Since open-sourcing our browser code over 25 years ago, Mozilla\u2019s mission has been the same \u2013 build and support technology in the public interest, and spark more innovation, more competition and more choice online along the way. Even though we&#8217;ve been at the forefront of privacy and open source, people weren&#8217;t getting the full picture of what we do. We were missing opportunities to connect with both new and existing users. This rebrand isn\u2019t just a facelift \u2014 we\u2019re laying the foundation for the next 25 years.&#8221;<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video autoplay loop muted poster=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/logo-lockup-video-poster.png\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/02_MOZILLA_LOCKUP.mp4\"><\/video><\/figure>\n\n\n\n<p>We teamed up with global branding powerhouse Jones Knowles Ritchie (JKR) to revamp our brand and revitalize our intentions across our entire ecosystem. At the heart of this transformation is making sure people know Mozilla for its broader impact, as well as Firefox. Our new brand strategy and expression embody our role as a leader in digital rights and innovation, putting people over profits through privacy-preserving products, open-source developer tools, and community-building efforts.<\/p>\n\n\n\n<p>The Mozilla brand was developed with this in mind, incorporating insights from employees and the wider Mozilla community, involving diverse voices as well as working with specialists to ensure the brand truly represented Mozilla\u2019s values while bringing in fresh, objective perspectives.<\/p>\n\n\n\n<p>We back people and projects that move technology, the internet and AI in the right direction. In a time of privacy breaches, AI challenges and misinformation, this transformation is all about rallying people to take back control of their time, individual expression, privacy, community and sense of wonder. With our &#8220;Reclaim the Internet\u201d promise,&nbsp; a strategy built with DesignStudio in 2023,&nbsp; the new brand empowers people to speak up, come together and build a happier, healthier internet \u2014 one where we can all shape how our lives, online and off, unfold.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-gallery alignwide has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1080\" height=\"1350\" data-id=\"77949\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_1_ROAR.gif\" alt=\"A stylized green flag logo on a black background, featuring bold geometric lines and sharp angles, creating a modern and dynamic visual impression.\" class=\"wp-image-77949\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" data-id=\"77939\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-1024x576.png\" alt=\"A black water bottle with bold white text that reads, &quot;Reclaim the internet with us.&quot; It features a bright green lid and a sticker of the stylized &quot;P3&quot; logo attached to its surface.\" class=\"wp-image-77939\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-1024x576.png 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-300x169.png 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-768x432.png 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-1536x864.png 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-2048x1152.png 2048w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-1000x563.png 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/03_2_BOTTLE-1-1280x720.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-1024x576.png\" alt=\"A close-up of a black hoodie with &quot;Mozilla&quot; printed in vibrant green, showcasing a modern and bold typeface.\" class=\"wp-image-77858\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-1024x576.png 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-300x169.png 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-768x432.png 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-1536x864.png 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-2048x1152.png 2048w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-1000x563.png 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/04_MOZILLA_HOODIE-1280x720.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-1024x576.jpg\" alt=\"A set of three ID badges with minimalist designs, each featuring a stylized black flag logo, a name, title, and Mozilla branding on green, black, or white backgrounds. The lanyards have &quot;Mozilla&quot; printed in bold text.\" class=\"wp-image-77878\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-1024x576.jpg 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-300x169.jpg 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-768x432.jpg 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-1536x864.jpg 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-2048x1152.jpg 2048w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-1000x563.jpg 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/05_MOZILLA_BADGES-1280x720.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>\u201cThe new brand system, crafted in collaboration with JKR\u2019s U.S. and UK studios, now tells a cohesive story that supports Mozilla\u2019s mission,\u201d said Amy Bebbington, global head of brand at Mozilla.<strong> <\/strong>\u201cWe intentionally designed a system, aptly named \u2018Grassroots to Government,\u2019 that ensures the brand resonates with our breadth of audiences, from builders to advocates, changemakers to activists. It speaks to grassroots coders developing tools to empower users, government officials advocating for better internet safety laws, and everyday consumers looking to reclaim control of their digital lives.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-1024x576.png\" alt=\"A large stage presentation with a bold black backdrop featuring oversized white typography and vibrant portraits of diverse individuals set against colorful blocks. The Mozilla flag logo is displayed in the top left, with &quot;\u00a92025 Mozilla Corporation&quot; on the right. A presenter stands on the stage, emphasizing a modern, inclusive, and impactful design aesthetic.\" class=\"wp-image-77898\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-1024x576.png 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-300x169.png 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-768x432.png 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-1536x864.png 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-2048x1152.png 2048w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-1000x562.png 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/06_RISE-1280x719.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-1024x576.jpg\" alt=\"A dynamic collage of Mozilla-branded presentation slides and visuals, showcasing a mix of graphs, headlines, diverse portraits, and key messaging. Themes include &quot;Diversity &amp; Inclusion,&quot; &quot;Trustworthy AI,&quot; and &quot;Sustainability,&quot; with bold typography, a structured grid layout, green accents, and the stylized flag logo prominently featured.\" class=\"wp-image-77888\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-1024x576.jpg 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-300x169.jpg 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-768x432.jpg 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-1536x864.jpg 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-2048x1152.jpg 2048w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-1000x563.jpg 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/07_MOZILLA_GUIDELINES-1280x720.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This brand refresh pulls together our expanding offerings, driving growth and helping us connect with new audiences in meaningful ways. It also funnels resources back into the&nbsp; research and advocacy that fuel our mission.<\/p>\n\n\n\n<ul>\n<li>The flag <strong>symbol<\/strong> highlights our activist spirit, signifying a commitment to \u2018Reclaim the Internet.\u2019 A symbol of belief, peace, unity, pride, celebration and team spirit\u2014built from the \u2018M\u2019 for Mozilla and a pixel that is conveniently displaced to reveal a wink to its iconic Tyrannosaurus rex symbol designed by Shepard Fairey. The flag can transform into a more literal interpretation as its new <strong>mascot<\/strong> in ASCII art style, and serve as a rallying cry for our cause.<\/li>\n\n\n\n<li>The bespoke <strong>wordmark<\/strong> is born of its semi-slab innovative typeface with its own custom characters. It complements its symbol and is completely true to Mozilla.<\/li>\n\n\n\n<li>The<strong> colors<\/strong> start with black and white \u2014 a no-nonsense, sturdy base, with a wider green palette that is quintessential with nature and nonprofits that make it their mission to better the world, this is a nod to making the internet a better place for all.<\/li>\n\n\n\n<li>The custom <strong>typefaces<\/strong> are bespoke and an evolution of its Mozilla slab serif today. It stands out in a sea of tech sans. The new interpretation is more innovative and built for its tech platforms. The sans brings character to something that was once hard working but generic. These fonts are interchangeable and allow for a greater degree of expression across its brand experience, connecting everything together.<\/li>\n\n\n\n<li>Our new unified brand <strong>voice <\/strong>makes its expertise accessible and culturally relevant, using humor to drive action.<\/li>\n\n\n\n<li><strong>Icons<\/strong> inspired by the flag symbol connect to the broader identity system. Simplified layouts use a modular system underpinned by a square pixel grid.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-video\"><video autoplay loop muted src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/08_MOZILLA_TYPOGRAPHY.mp4\"><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-video\"><video autoplay loop muted src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/09_MOZILLA_TYPOGRAPHY.mp4\"><\/video><\/figure>\n\n\n\n<p>\u201cMozilla isn\u2019t your typical tech brand; it\u2019s a trailblazing, activist organization in both its mission and its approach,\u201d said <strong>Lisa Smith, global executive creative director at JKR. <\/strong>\u201cThe new brand presence captures this uniqueness, reflecting Mozilla\u2019s refreshed strategy to \u2018reclaim the internet.\u2019 The modern, digital-first identity system is all about building real brand equity that drives innovation, acquisition and stands out in a crowded market.\u201d<\/p>\n\n\n\n<p>Our transition to the new brand is already underway, but we\u2019re not done yet. We see this brand effort as an evolving process that we will continue to build and iterate on over time, with all our new efforts now aligned to this refreshed identity. This evolution brings advancements in AI, product growth and support for groundbreaking ventures. Stay tuned for upcoming campaigns and find out more at <a href=\"http:\/\/www.mozilla.org\/en-US\">www.mozilla.org\/en-US\/<\/a><\/p>\n\n\n\n<p>Curious to learn more about this project or JKR? Head over to <a href=\"http:\/\/www.jkrglobal.com\">www.jkrglobal.com<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-1024x576.png\" alt=\"The word &quot;Mozilla&quot; displayed in bold, modern black typography on a white background, aligned with a precise grid system that emphasizes balance and structure.\" class=\"wp-image-77928\" srcset=\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-1024x576.png 1024w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-300x169.png 300w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-768x432.png 768w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-1536x864.png 1536w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-1000x563.png 1000w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK-1280x720.png 1280w, https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/10_MOZILLA_WORDMARK.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Mozilla isn&#8217;t just another tech company \u2014 we\u2019re a global crew of activists, technologists and builders, all working to keep the internet free, open and accessible. For over 25 years, we\u2019ve championed the idea that the web should be for everyone, no matter who you are or where you\u2019re from. Now, with a brand refresh, [&hellip;]<\/p>\n","protected":false},"author":1825,"featured_media":77816,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[4708],"coauthors":[442564],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reclaim the internet: Mozilla\u2019s rebrand for the next era of tech<\/title>\n<meta name=\"description\" content=\"For over 25 years, we\u2019ve championed the idea that the web should be for everyone. Now, we\u2019re looking ahead to the next 25 years (and beyond).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/\",\"url\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/\",\"name\":\"Reclaim the internet: Mozilla\u2019s rebrand for the next era of tech\",\"isPartOf\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-brand-next-era-of-tech\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2024\/12\/00_thumbnail.png\",\"datePublished\":\"2024-12-04T21:41:14+00:00\",\"dateModified\":\"2024-12-10T22:43:17+00:00\",\"author\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/4c03538a4edd116d5a2cf7db5bdc3dc9\"},\"description\":\"For over 25 years, we\u2019ve championed the idea that the web should be for everyone. 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