{"id":95,"date":"2016-06-24T14:04:26","date_gmt":"2016-06-24T21:04:26","guid":{"rendered":"https:\/\/blog.mozilla.org\/opendesign\/?p=95"},"modified":"2016-06-27T09:44:02","modified_gmt":"2016-06-27T16:44:02","slug":"what-weve-learned-so-farand-why-we-deserve-a-dope-slap","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/","title":{"rendered":"What we\u2019ve learned so far\u2026and why we deserve a dope-slap"},"content":{"rendered":"<p>By now, we hope that you are familiar with how Mozilla is applying its open-source ethos to designing a new brand look (<a href=\"https:\/\/blog.mozilla.org\/opendesign\/designing-in-the-open\/\">Designing in the Open<\/a>). Will this quixotic quest land or flame out?<\/p>\n<p>So far, so good. We held an open house at a Mozilla all-hands meeting last week, and 150 Mozillians showed up to offer passionate (and contradictory) feedback. We shared some background on why brand matters and put up seven possible themes we could follow to craft initial concepts.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/xb8diasam0w\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Next, we spun up this blog and a <a href=\"https:\/\/medium.com\/mozilla-branding\">Medium channel<\/a> to engage designers. The story got picked up by <a href=\"https:\/\/www.google.com\/url?q=http:\/\/www.fastcodesign.com\/3060836\/uh-oh-mozilla-is-open-sourcing-the-design-of-its-new-logo&amp;sa=D&amp;ust=1466798218231000&amp;usg=AFQjCNHo8PqNEUjS6XylKHi2Cdbbvqd55w\">FastCo<\/a> and <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.engadget.com\/2016\/06\/21\/mozilla-open-design\/&amp;sa=D&amp;ust=1466798587644000&amp;usg=AFQjCNEGZxGG5Ze5suVKjPoXhxI8TTq_Jw\">Engadget<\/a>, who covered it fairly. We\u2019re getting a steady flow of comments from folks interested in vetting the seven themes, contributing their ideas, or critiquing this never-been-tried process. A few have mistaken what we\u2019re up to (more on that below), but it\u2019s net positive.<\/p>\n<p><b>What we\u2019ve learned.<\/b><\/p>\n<p>Overall, Mozillians are hungry for a strong, distinct brand. They want us to be better known and understood\u2014and recognize how a brand refresh can help. Their feedback pointed to two minor refinements and a pretty sizeable one.<\/p>\n<p>One minor miss was the insufficient reference to \u201cOpen\u201d as a belief system. Mozilla talks about the Internet being more open, meaning that everyone can participate easily and safely without having to sacrifice their data identity or their freedom to roam. We stand for transparency not only in how we conduct our operations but in other realms\u2014from open government to open patents. It\u2019s a thing with us, and we didn\u2019t do it justice.<\/p>\n<p>The other small miss was our suggestion that Mozilla \u201cdoes\u201d stuff on its own. What we really care about is enabling people to take action. Like understand their value online. Encrypt their own web properties. Choose to go to the source for news instead of view it within a closed social media platform that\u2019s selling their clicks without consent.<\/p>\n<p>If we were to start fresh, we\u2019d make \u201cOpen\u201d more obvious and make it clear that Mozilla empowers people by giving them the know-how to take action on their own behalf.<\/p>\n<p>&nbsp;<\/p>\n<p><b><img decoding=\"async\" loading=\"lazy\" class=\"alignleft wp-image-102 size-medium\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-300x300.jpg\" alt=\"download copy\" width=\"300\" height=\"300\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-300x300.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-150x150.jpg 150w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-600x600.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-1000x1000.jpg 1000w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-32x32.jpg 32w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-50x50.jpg 50w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-64x64.jpg 64w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-96x96.jpg 96w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-128x128.jpg 128w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy-45x45.jpg 45w, https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/download-copy.jpg 1957w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Now for the dope-slap. <\/b><\/p>\n<p>We spread the work out in front of one of our senior leaders, who stared at the posters for many long and increasingly uncomfortable minutes before clearing her throat. \u201cYou missed optimism,\u201d she said flatly. \u201cLook, the Internet is one of humankind\u2019s greatest inventions and it\u2019s not over. Where\u2019s the joy? This is really exciting and everything I see here sounds like we\u2019re moping and playing defense.\u201d<\/p>\n<p>Preach it. Another colleague chimed in that the Internet is more amazing now than ever, growing faster, and driving greater change in the world. We can choose to focus on what\u2019s broken or on what\u2019s awesome.<\/p>\n<p>They were right, it was a big miss. The seven thematic pathways were built from the brand personality we\u2019d shaped for Mozilla, including these key attributes: Gutsy, Independent, Open-minded, For Good. We were so focused on making sure people realized the threats from increasing corporate control that we left off the optimism and positive energy Mozilla represents.<\/p>\n<p>So we\u2019re taking the feedback into consideration and will likely revise our brand personality in the days ahead. It\u2019s unlikely we\u2019ll create an 8th theme focused solely on this idea of optimism about the Internet. Rather we&#8217;ll bake it into our next round of work.<\/p>\n<p>No single theme is meant to be the answer. All are jumping off points for further creative exploration. So don\u2019t look for Mozilla\u2019s logo to be a big thumbs up. Do look for our brand to bring some kick-ass confidence and surprise to the fore in our initial three or so concepts. That\u2019s the next phase of our work once we\u2019ve gathered more feedback from designers in the wild (nudge).<\/p>\n<p>Now, back to the confusion around what we\u2019re up to. <a href=\"https:\/\/www.engadget.com\/2016\/06\/21\/mozilla-open-design\/\">Engadget\u2019s<\/a> \u201cBrowsy McBrowserface\u201d headline, referencing a famous <a href=\"https:\/\/www.google.com\/url?q=http:\/\/www.nytimes.com\/2016\/03\/22\/world\/europe\/boaty-mcboatface-what-you-get-when-you-let-the-internet-decide.html?_r%3D0&amp;sa=D&amp;ust=1466798218225000&amp;usg=AFQjCNHG3hii4z9oqnAHOhnEkzqYHgt9dQ\">wisdom-of-the-crowd fail<\/a>, implied we would let the Internet vote. They also conflated Mozilla and Firefox (Mozilla isn&#8217;t a browser), making us doubly glad to be engaged in this brand work.<\/p>\n<p>Here\u2019s what we\u2019re doing. We\u2019re asking for ideas and feedback while pulling back the curtain on how brand identity is done. We\u2019re listening, panning for gold in the comments. We\u2019re not crowd-sourcing. No voting, hijacked or otherwise, will take place. We\u2019re open-minded, not naive.<\/p>\n<p>So come join us. This Creative Strategy phase will be open until June 30.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By now, we hope that you are familiar with how Mozilla is applying its open-source ethos to designing a new brand look (Designing in the Open). Will this quixotic quest &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/\">Read more<\/a><\/p>\n","protected":false},"author":1302,"featured_media":103,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[323],"tags":[],"coauthors":[287279],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What we\u2019ve learned so far\u2026and why we deserve a dope-slap - Mozilla Open Design<\/title>\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\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tim Murray\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/\",\"url\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/\",\"name\":\"What we\u2019ve learned so far\u2026and why we deserve a dope-slap - Mozilla Open Design\",\"isPartOf\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/header.jpg\",\"datePublished\":\"2016-06-24T21:04:26+00:00\",\"dateModified\":\"2016-06-27T16:44:02+00:00\",\"author\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#\/schema\/person\/70d26c3cc5645b525299dd11f03f31b6\"},\"breadcrumb\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/#primaryimage\",\"url\":\"https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/header.jpg\",\"contentUrl\":\"https:\/\/blog.mozilla.org\/opendesign\/files\/2016\/06\/header.jpg\",\"width\":1280,\"height\":640},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/what-weve-learned-so-farand-why-we-deserve-a-dope-slap\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blog.mozilla.org\/opendesign\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What we\u2019ve learned so far\u2026and why we deserve a dope-slap\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#website\",\"url\":\"https:\/\/blog.mozilla.org\/opendesign\/\",\"name\":\"Mozilla Open Design\",\"description\":\"branding without walls\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.mozilla.org\/opendesign\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#\/schema\/person\/70d26c3cc5645b525299dd11f03f31b6\",\"name\":\"Tim Murray\",\"description\":\"I lead the multi-talented Creative Team at Mozilla. 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