Categories: General

Design Route C: The Open Button

Mozilla stands for an Internet that’s open to all on an equal basis – but most people don’t realise that certain forces may divide it and close it off. How could we communicate ‘open’, quickly and simply? Could we find a current symbol or pictogram of ‘open’ and adapt it to our needs? There is one, and it’s around us almost every day…

This design direction stems from the narrative theme called Choose Open.

Choose Open

The future of the Internet can be open, or closed. We choose open. We choose an internet that is equal and accessible by default. Open to ideas, open to collaboration, open to everyone. But it isn’t a choice we can make alone. An open web is something we all have to choose together. And it involves many other choices. e tools we use. e products we support. e way we behave online. Those choices can be complex, but the guiding principle should always be simple. Choose open.

Click the image below to see how this logo might animate:


98 comments on “Design Route C: The Open Button”

  1. Lyre Calliope wrote on

    I didn’t even notice that each option had their own posts when I wrote out all my feedback in the ‘Now for the fun part.’ post.

    Seeing more thinking around each logo option, I’m doubling down on this one as the only real option.

    I don’t completely love it yet, but I’m close. Really close.

    A little more iteration, then ship it.

  2. Michael Kaply wrote on

    This one just doesn’t do it for me. I can’t really explain why. It just doesn’t feel like Mozilla.

    The logo itself feels too much like a music player.

    1. bjorn wrote on

      napster…. it was the first thing that came to mind when i saw the logo.
      however, looking at the other options, it’s either this or ‘protocol’

    2. Stefan Pisslinger wrote on

      Totally agree!

  3. Jason Hunt wrote on

    Just confusing.

  4. Milena wrote on

    Between all the given examples, this one is the strongest in my opinion.
    It is easily memorable and adaptable, modern and clean, effective and powerful.

    One thing…
    I would change the colors, and wouldn’t use neon effects on black backgrounds.. unless you want it to look like it comes out of ‘Tron’ This kind of blue with the pink combined together are very striking, slightly trippy , or might be just the effect of too many coffees. ;)

    1. Bem wrote on

      Totally agree.

  5. Emily Campbell wrote on

    While visually this isn’t my favorite, this is the variation that immediately spoke “Mozilla” to me. I can’t pinpoint why, but the rest of the directions didn’t embody the feeling of Mozilla – technical, cutting edge, a little different, a bit of a throw back… The character abstractions are very fun, too, without seeming kitschy or too On Trend. On the other hand, “The Impossible M” is the variation I prefer the most as strictly a visual exercise, but doesn’t at all relate back to what Mozilla means to me.

  6. Bel Cassinelli wrote on

    This one is my favorite. Simple, strong, fun.

  7. Carlos El Halabi wrote on

    This one is confusing. I didn’t quite get the Mozilla reference.

  8. Halleh Tidaback wrote on

    I appreciate how this concept leans into the people/human side of the brand while keeping a technical look/feel. It conveys subject matter expertise with a sense of approachability. It feels unique and funky, fresh, a little odd– but in an endearing way. (The faces remind me a bit of Wilson in the Tom Hanks movie, Cast Away)

    I think the simpler versions are working best . The versions with the outer glows and more intricate renderings fall short and dilute effectiveness overall (Maker Party and Brazil mark).

    A few things that bother me… the logo is based of an existing symbol and the word I think of when seeing this symbol is Power, not open. It also feels limited in terms of scalability compared to some of the other concepts. I’d like to see it pushed further and how it plays with type, texture, etc. Right now, all I’m seeing are a bunch of silly face shapes vs. a brand language.

  9. Olaoluwa Jesubanjo wrote on

    I’m bothered about the colours. Doesn’t work.

    1. Anant wrote on

      I agree 100%. The design itself isn’t too bad but the colors are what throw me off. Also I’m not sure I understand how this connects with Mozilla and how it could be an entire brand identity. The possibilities feel limited.

    2. Davide wrote on

      Yes, definitely. Design is ok, but colors are definitely off-putting.

      1. Alexandre Abraham wrote on

        I am totally not into this one, feel like a music player, but if it is chosen one, yes, the colors are definitely a show-stopper.

  10. nicolas wrote on

    Without more thinking, I can’t explain why, but this isn’t Mozilla to me. The shapes are very technological, the colours not human enough. It also feels like the heads fun will grow old too quickly.

    I’m not talking about details in the execution, because it’s probably not very relevant at this point in the project.

  11. Sychedelix wrote on

    The colors seem strange and flashy in bad way. Also the logo is not that unique.

    Beside my feeling is I hate it sorry! Still I like the idea of adapting to countries.

  12. Eloi wrote on

    It feels like a music-related brand. Reminds me of Napster for some reason..

  13. Gerardo wrote on

    Esté diseño me gusta. Hace sentir un aspecto empresarial muy sólido. Aportando creatividad e innovación en la tecnología.

    1. Raül wrote on

      Totalment d’acord. És el que més m’agrada.

  14. Russell wrote on

    My first thought upon seeing this logo was “Baskin Robbins Ice Cream!” The color scheme is already the core of a well know national chain, and along with the softer corners and round shape immediately takes me to food rather than technology. Perhaps sharpening the corners and moving away from these specific colors for the core logo and you could have a contender.

  15. Shae wrote on

    Very simple and boring. It doesn’t feel unique or original. Feel like a music-related company, the symbol looks too similar to the classic play, rewind, pause buttons of any music player. The colors don’t feel right either.

  16. Jon Moorman wrote on

    I love the simplicity. It would prove to be a memorable and timeless logo, however I’m not sure it speaks properly to the Mozilla brand. The color choices are not doing it at all for me. The animations and possibilities that come with that will prove to be a great for UI elements within the branding. Also, I think the type choices need to be researched and explored a lot further, as I’m finding the existing one to be a bit stale. Maybe stay with the modern sans, but one that has the same (or similar) slightly rounded corners represented within the icon to marry the two.

  17. Zoraida wrote on

    I actually love this system, but I don’t believe it aligns well with Mozilla… It feels like it would be perfect for a music company.

  18. Bea wrote on

    Maybe a bit “deja-vu”?

  19. Michael Cordover wrote on

    I really like the way the variants work together, but the main logo unavoidably to me brings to mind an oncoming train.

  20. Emanuel E. Bravo wrote on

    I like this design, is the best of the seven others…

  21. W. Zhang wrote on

    Looks similar, visually, to the Open Source Initiative logo and conceptually to the Linux Foundation logo. I’m not feeling any connection to Mozilla.

  22. NJB wrote on

    The colors are a bit too gaudy. Also, I didn’t see the “elevator button” metaphor immediately as our open buttons don’t have that vertical line in between, and I really thought the logo is an electrical socket.

  23. Sergio Schaart wrote on

    I like this the most. KISS (keep it simple stupid). I like the colors and the modern look.

    1. jgreenspan wrote on

      Thanks for your input, Sergio.

  24. Victoria Black wrote on

    It’s a very plain logo, some of the “options” look like a train from the front (with the circles) some look like a open button in the lift , music player, and Allianz bank logo (that’s just me). Just not suitable at all.


  25. NOne wrote on

    I’m starting to realize I really don’t understand this branding/marketing thing. Why would you want to replace the Mozilla identity with something that looks like the fusion of an elevator button (open doors) and an exotic electrical plug profile from some distant nation.

    You’ve got that iconic Shepard Fairey logo, you’ve got the dinosaur mascot from the “waiting to load” game… Mozilla has long branded itself around the dinosaur (it’s in the name “zilla”)… why start over with something so– I don’t want to be insulting– but so confusing???

  26. M wrote on

    It’s not clear to me what this logo represents. I certainly wouldn’t guess ‘open’. I like that idea of ‘open’ being the central theme, but this branding doesn’t convey that theme to me. I don’t like that it kind of looks like a face. The pink blue colours are distinctive but do they have any significance?

  27. Albert Freeman wrote on

    If I have to pick one, it’s this one. Least worst logo of the bunch.

    It doesn’t particularly say “browser” (or anything else, for that matter). It’s the IKEA of symbology – saying nothing, but probably works OK with most things.

  28. Manu Poletti wrote on

    After reading the back story I get why this is proposed and like the concept, however the logo does not associate well with me. I think it’s supposed to be a derivative of a lift button symbol but I did not get it immediately. Maybe some other ‘open’ icon would work better like something based on a physical item; book, lock, box, door. Or maybe this concept is over subscribed.

    1. Jürgen A. Erhard wrote on

      I didn’t read the rationale. I still don’t. And won’t.

      Because a logo has to work on its own. So that’s what I’m looking at.

  29. Erika wrote on

    The color scheme feels cold and does not at all seem to fit Mozilla. The logo reminds me of the on/off buttons on appliances. I think this is among the worst of the options.

  30. Chris wrote on

    Of the choices given, this is the only logo/design I can even come close to liking. This looks professional. The others look like something I might have doodled in my notebook in junior high school.

  31. christina wrote on

    Ugh. Looks like a sign in a public transit station.

  32. Walter Milliken wrote on

    I like the visual simplicity, but that’s about the only part of this I like. My first thought seeing it was: “It looks a VCR remote and the old Apple hockey puck mouse had kids”. I’d also want to simplify the base logo by taking out the two arrows, except then it probably looks too much like the logo for Mopar, the auto parts company. It also strikes me as the most “stodgy US corporate” of the seven options.

  33. Dominik wrote on

    Nice idea. But as a someone specialized on brand identities, I feel like this is too flexible. The symbols in the logos just change the logo as a whole too much. I feel like it would take away all the personality that Mozilla has.

  34. Sysau wrote on

    Convey no meaning, could be anything.

  35. Jeremiah Lee wrote on

    This is my second least favorite. The base design is not strong enough for the variations to be strong associations.

  36. Rabi Khan wrote on

    I very much enjoy this logo. It’s not frightening, and it’s not too complicated. It has nice color and a straightforward, memorable feel. And more importantly, I feel your dedication to open-source and transparency is the heart of what makes Mozilla one of the best browsers.

  37. Justas wrote on

    To me Open logo is most vibrant and easily memorable. Plus simple lines and shapes makes it easily recognizable from the first glance

  38. Simon Kenyon wrote on

    i like this one because it is the only one that realistically could be an icon.

  39. kz wrote on

    this logo would work well for Otis Elevator, but it just doesn’t scream “Mozilla” to me. OTOH, it is clean and relatively uncomplicated. Of the designs presented, this one would win the Bronze.

  40. Redmess wrote on

    The design is nice and simple, and colorful. It is however a bit generic, it could be used for any electronic or digital product really. It would take a lot of work to make this distinctly Mozilla.

  41. Robert Kaiser wrote on

    I’m not 100% with it yet but the idea of this logo is very interesting. I don’t like the color set, I think we should get “back” to more traditional Mozilla colors, but this idea is worth exploring.

  42. bithakr wrote on

    I like this concept in general, especially the glowing black T-shirt logo, but the magenta and blue are *really* harsh against a while background. While its a nice look, it seems a little too generic.

  43. Naylan wrote on

    When I look at this logo I see a media player icon, a robot’s head, or a discount store’s logo. I don’t see Mozilla, a company enabling people to use the web. It so generic that it means nothing.

  44. Jarrod wrote on

    The first thing I thought of was that this looked more like a logo for a gas station or a button on a remote.

    The design isn’t very strong. It is versatile only because is very generic. Among all the images that may appear on a page this one fades into obscurity.

    I would take the Japan version and use that in place of the “o” in Mozilla for the main logo, keeping it all one color, then use the Japan version with a M knocked out of the solid circle for icons. Then you can adjust color for each application of the icon and add text as in the examples for each country.

  45. Mike Thompson wrote on


    Unclear. Not an intuitive tie-in. Not visually appealing.

  46. James wrote on

    This design is really bad. What is it supposed to be? An elevator button? An on button on a microwave? What part of this has anything to do with Mozilla?

    There’s no pre-established ideogram for “open”, and nobody would look at that logo and think “Oh! Open!”

  47. Andrew A Tatge wrote on

    Particularly the eyes, but also the blue color, makes many of these characters look like depressed robots. I do like that browser navigation buttons can make up the face and maybe even spell out Mozilla.
    Exceptions to this are the faces that don’t use the ” eyes. Even the “negative” emotion faces that don’t use the triangles pointing left and right look more lively and friendly.

    I associate the blue and pink with Intel Pentium Processors, the faces with depressed Napsters.

  48. rugk wrote on

    I like how you can change this logo for different countries and also different parts of Mozilla, but apart from this the colors are maybe a bit too much.

    I would say this is okay, but not my favourite.

  49. Paco Núñez wrote on

    highly confusing

  50. Namsommut wrote on

    This design is just right to me. Through conservative and plain approach, the logo should be recognisable for another 10-15 years. I still have a fond memory of early phoenix, firebird and firefox. Another angle to look at is more or less similar to “Push” button for the connectivities.

  51. Satrio wrote on

    What are you, a car insurance company? Doesn’t fit Mozilla identity at all.

  52. Enrico wrote on

    The main logo looks like a sad expression to me, even with the smiling lips. I think it’s due partly to the choice of the two colors, partly to the lips being placed far down, where the chin should be, and partly because of the triangulr eyes.

    Moreover the basic design (in blue and fuchsia) looks “cheap” to me and quite retrò. I’d rather choose the glowing version on the t-shirt.

  53. lehasb wrote on

    No. How do people know this is supposed to mean ‘open’? It looks like a logo with random geometric shapes. (Sure, it mimics an elevator button, but those logos are only ever used in elevators, nowhere else, so . . . )

  54. Danilo R wrote on

    Please keep in mind that outside the US/America (as someone else already pointed out) this is not the usual icon for an elevator open button. This was made with good intentions, but would reflect a US-centric view of the world. (And yes, it looks a bit like some kind of play/pause/reverse button…)

    1. jgreenspan wrote on

      Thanks, Danilo, we agree, this needs to be universally understood regardless of cultural norms. Great point.

  55. Greg Searle wrote on

    This seems very cliche. Everybody does round logos. Based upon the “power button” symbol. That looks roughly like a smiley face. As cliche as writing a bunch of sentence fragments. This creative company needs a more creative logo.

  56. Blake Gonzales wrote on

    I just don’t see how this design even represents Mozilla. maybe it’s there but I don’t see it at first glance. I don’t like it.

  57. brendan wrote on

    logo triggers nostalgic remembrance of slow computers and slow internet.

  58. The Watson wrote on

    My number 1 pick! It kinda has past, present & future about it. Something Ancient feeling, something modern, yet something totally futuristic feeling about it. Could relate worldwide & go far. I would at least darken the backdrops a bit. Could totally see the Mozilla Spinner brought back with this! Would make a nice icon too. This is more in line with Apple & Googles fumble on new/old guidelines…. Its pleasing to look at too. I got flashes of the future & even some Star Trek when I first saw it… Designer did well here.

  59. Pacifica wrote on

    So this does sound like the US election. Which of the bad choices do you at least want to live with (even if you cannot stand any of them). Frankly I am going for the one I can at least read and can easy distinguish. It’s definitely not this one. At a glance the variations all look like the same power button you press when X has crashed again and you need to do a restart. Or with those colours bring to mind a sexuality reference that has way to much blue and only a wee pink. Yes this logo looks like a Y bang up and really looks inadequate for the job.

  60. Christophe wrote on

    Hi !
    When i first look at “open button” and “Protocol”, i had a reject.
    When i watch again and finally i love theese 2 designs : simple, clear, graphical.
    I just asked me : “Do you want to see this button on your browser…” and “Do you find they’re are understable”. Then, it was obvious to me :
    First choice : Open button (btw i want this t-shirt !)
    2nd choice : Protocol (love the mug and the cap !)

    Good luck guys for the choice : i can tell you there are big talks about the design here in France !

  61. Brit wrote on

    I’m not sure why you are rebranding, but this is the best of the available choices. It’s not as busy as the others, and more elegant.

    I’d choose a different accent color than fuchsia. If you are looking for contrast, orange is the classic complimentary color for blue, but a light or less saturated blue in the same family would work well. Again, I think solidity, simplicity and elegance are essential, particularly as you’ve lost browser share due to stability issues. It would only hurt your brand to seem scattered.

    But I’m fond of the Firefox and the old Phoenix logos.

    1. Tim Murray wrote on

      Hi Brit, this design exercise is for Mozilla, the nonprofit that champions the Internet as a global public resource for all. It’s not meant to suggest a replacement for the logo of Firefox, the open-source web browser made by Mozilla. We’re seeking a brand identity that can tell the Mozilla story beyond Firefox. If you have the time to read more, we suggest reviewing some of the earlier posts on this blog or checking out Thanks for being a part of this design review process.

  62. Endyl wrote on

    Until I saw the animations I thought this was one of the most boring versions but then it struck me as fun, “colorful”, youthful, modern and has a moderate amout of Mozilla vibe to it. Not my favourite but I could get to like it, should this be the final one.

  63. Leo wrote on

    This logo doesn’t really communicate anything to me

  64. Ross wrote on

    Please, no. While friendly, this looks like a series of animal faces for a music player, if that music player was making fun of people. Your brand isn’t visible in this at all.


  65. Eric Shepherd wrote on

    This doesn’t seem to have much to do with Mozilla; I think it’s a stretch between the “open button” iconography and the openness of Mozilla. They’re totally different meanings of the word “open” and it just doesn’t work. I also don’t particularly like the mockup of the MDN logo based on this imagery. It just doesn’t make sense for what is primarily a documentation resource (the word “Network” remains confusing in this name, but that’s another issue).

    I also feel these colors are too far removed from traditional Mozilla black and orange and blue coloring. The weird bright blue and… fuschia? magenta? Not sure what that color is… don’t seem to go together well and just look out of place for Mozilla, to my eye.

  66. David wrote on

    Ugly. Ugly face. Ugly elevator ‘open’ button. Nowheresville. Fails to get across anything positive or actually anything at all.

  67. Rick Colby wrote on

    Pros: Clean, flat, simple mark. Feels like “tech”. Flexible — forms many “faces” yet remains consistent.

    Cons: It looks like the logo of a consumer electronics company. The power button idea reminds me of hardware. The color palette reminds me of Baskin-Robbins turned up to 11.

  68. Uy Le wrote on

    It’s definitely a quirky idea. Yet somehow I feel something Apple Music about it. The executions come across as a bit childish. And the cryptic symbols appears more ‘tribal’ than ‘tech’ to me. Not really a big fan of this route.

  69. Juribiyan wrote on

    This is a logo of a mobile phone company. It looks very much like HTC and when I see «Mozilla» I can’t help but read «Motorola»

  70. Jason wrote on

    The colors are very 8 bit, the symbol is very “oh look, we’re a tech company so we use a symbol from computers,” (really, it’s well past the mid-90s, so we can safely assume EVERY company is a tech company) and the whole thing does really give a guiding vision/mission/purpose to the company. Basically a uselessly bland logo. It would be a mistake to use.

    1. Jason wrote on

      Edit: I meant DOESN’T give a guiding vision/mission/purpose to the company.

      Shouldn’t make typos when you’re being snarky. Sorry.

  71. Victoria wrote on

    I see no reference to Mozilla here at all. And the colors are really make an awkward feeling. For me it would not do at all.

  72. Sherry Moore wrote on

    May I suggest that you would increase the size a bit, of the triangles (arrows) in the center and then bring them closer together to “effect” an M! A contrasting color would also be helpful in this edit. Thank you for including me in your project.

  73. André Jaenisch wrote on

    Why is Maker Party yellow?

    Web Literacy vs. Privacy & Encryption resp. Speaking Out vs. Open Systems look too close to each other.

    I dislike the pink. It’s too bright (“neon-like”). The blue is okay.

    The attached image is from Telegram group. Nice pun :-)


  74. Vanessa Rusu wrote on

    This design is my favourite in regards to rebranding Mozilla. Though some other concepts are really great design, I feel that this one has the most potential, and steers towards classic rather than trendy. I do agree that it draws similarities to napster/music logos, but I think that could be worked out during the refinement stage. The flexibility of the icon is great, it’s got a slight retro feel, and can be evolved to stand through a long period of time.

    I’m not 100% sold on the colours, I find them too primary and unrefined. I understand what they are trying to accomplish, but I think they could be evolved a bit via creating a bit of depth, softening the shades ever so slightly, or adding a bit of realism through lighting effects.

  75. Rackskop wrote on

    This is a very generic design approach for a logo. There’s a ton of media related icons known to the majority of people that this could relate to but well, it wouldn’t. You cannot argue about uniqueness in context speaking about how the pictogram is a metaphor of freedom when standing alone it cannot communicate the subject at all. I find it to be a very enthusiastic thought to visualize freedom of choice. Even more so when after looking at it again and again it looks actually more closed than open, the highlighted part being some sort of gate or door. If you’re about to merchandise it like it’s showcased here the logo got to speak for itself. You cannot just throw something into peoples heads and “hope” that it works. This would need gradual disconnection from the logo type over quite some time in my opinion.
    The color choice feels poor and not really thought about (Is blue open because it is the color of the sky? Why is the accented part pink then? Is it the wonder of freedom?). People might think colors are only personal choice but in fact there’s a whole lot more to them.

  76. Graham Swartzell wrote on

    This is definitely a step up from Protocol by being clear AND distinctive. The variations also add some character to the whole thing.
    But ultimately it doesn’t feel like a Mozilla thing, I feel like this would be printing my ticket at a trendier metro station.

  77. Smeikx wrote on

    – The colours are trendy = not timeless.
    – The colours are aggressive.
    – The colours seem cold and technical, I’d rather be reminded of a friendly, open-hearted Mozilla.
    – Behind that logo I’d expect an elevator company.
    – The faces look weird and a bit frightening, like somewhere from Uncanny Valley.

  78. Pedro Phillipe wrote on

    A ideia é boa, mantem um pouco da essência da logo atual, não perdendo sua fidelização com os clientes. O intuito de colocar características de cada país é fantástica, porém as cores utilizadas foge um pouco do padrão. Dá impressão de algo antigo! Para uma empresa de internet não fica legal! Usaria cores mais moderas e manteria essa conectividade de pessoas e países! A ideia é ótima, Parabéns aos Designers!

    Pedro Phillipe

  79. Pedro Phillipe wrote on

    Com cores mais claras e modernas! Para visão é mais agradável!


  80. John wrote on

    Mozila fire kiss. Logo

  81. ayesha wrote on

    Lets try these. I get the concept of a human face. the colors are not right, pink is definitely a color that shouldn’t be in a corporate logo unless your running a spa or nail Salon. A look has to be given to Jung – man and his symbols –
    See if the logo changes shown below is a better way forward.




  82. Teradyne Ezeri wrote on

    When I first saw this, all I could think is “Open button? It looks like a Power/Sleep logo.” This would definitely look nice on something like a Foxbook, or as the power emblem for Firefox OS/B2GOS. Then I realized it was a stylized face, after thinking about it rather hard and seeing the other brand logos below the initial one. As a branding that wants to encompass the values of Mozilla, it falls short on first sight, and that’s not good.

    The project-specific logos look amazing, and out of the choices, this is my favorite in that regard. The base logo doesn’t say “Mozilla” to me at all. Maybe if the eyes and nose were shifted to form an M, and could animate into the look of a person, I could see it. However, it still doesn’t feel like “Mozilla”, even with that. I’m not sure why though, and that bug me.

  83. J. White wrote on

    I vote No.

    This feels too much like an Intel logo. An Intel logo from the 90’s.

  84. Seburo wrote on


    This concept feels a bit weak to me, a collection of shapes without a sense of purpose. The variations almost feel like a codemoji puzzle. Perhaps this a a bit harsh, but I struggle to identify with this one.

  85. Ana Paula wrote on

    The premise behind this one is really good and some of the variations are also very much spot-on. My favorite part would definitely be the countries.
    However, it doesn’t quite cut it for me. Perhaps it’s the pink and blue color scheme? Not sure, though.
    Love the idea, but don’t love it as a whole.

  86. Wesley wrote on

    This one looks nice. It’s simple. It’s appealing. It represents the Mozilla brand. The only thing I don’t like about this concept is the current color scheme. Perhaps if we changed up the colors to something else than it would look a bit better.