This is a completely new direction. Whilst rooted in the ethos of the ‘Pioneer’ thinking it also crosses over into the ‘Taking a stand’ narratives. We started to think that a flame could be a powerful symbol of Mozilla’s determination to remain the beacon for an open, accessible and equal internet for all, and something that a community gathers around for warmth.
As we started to experiment with flame symbolism, one simple design won through which simply merges an ‘M’ and a flame. After some experimentation, we think a dot/pixellated form for this idea work nicely. It animates nicely, and might even be dynamically generated with lightweight code.
Here are some key slides showing applications out to sub-brands, community designs and merchandise.