Mozilla reclaims the Internet in new rebrand

Mozilla has unveiled a brand refresh that aims to bolster its role in digital rights and innovation, stepping away from its sole emphasis on the Firefox browser. The organisation, known for over two decades as a proponent of an open internet, intends to reconnect with its users and broaden its influence beyond Firefox. 

Mark Surman, president of Mozilla, said that the redesign aligns with evolving internet usage and relationships, describing it as foundational for the company's future. 

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The extensive brand overhaul was crafted with global branding firm Jones Knowles Ritchie (JKR) making sure people know Mozilla for its broader impact as well as Firefox at the heart of it. In addition, the new brand strategy and expression will embody the company's 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.

The rebrand includes a new brand promise - "Reclaim the internet", empowering people to speak up, come together and build a happier and healthier internet. Meanwhile, the aesthetic changes feature a new wordmark and a refreshed colour scheme, which incorporates black, white, and green tones symbolising nature and nonprofit missions. Custom typefaces have been introduced to enhance Mozilla’s distinctiveness and align with its innovative image.

“Since open-sourcing our browser code over 25 years ago, Mozilla’s mission has been the same – build and support technology in the public interest, and spark more innovation, more competition and more choice online along the way. Even though we’ve been at the forefront of privacy and open source, people weren’t getting the full picture of what we do. We were missing opportunities to connect with both new and existing users. This rebrand isn’t just a facelift — we’re laying the foundation for the next 25 years," said Surman. 

“The new brand system, crafted in collaboration with JKR’s U.S. and UK studios, now tells a cohesive story that supports Mozilla’s mission,” said Amy Bebbington, global head of brand at Mozilla.

“We intentionally designed a system, aptly named ‘Grassroots to Government,’ 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," added Bebbington. 

Lisa Smith, JKR's global executive creative director, stated that the new digital-first identity system aims to build brand equity and distinguish Mozilla in a competitive tech landscape. “The new brand presence captures this uniqueness, reflecting Mozilla’s refreshed strategy to ‘reclaim the internet.’ The modern, digital-first identity system is all about building real brand equity that drives innovation, acquisition and stands out in a crowded market," said Smith. 

Mozilla is not the only brand to go on a major refresh. Recently, luxury car brand Jagaur unveiled an all-new brand identity that establishes its unique character, through a dramatic new visual language. Meaning is embedded in each of the four symbols of change, reflecting brand values and providing clues for what is to come.

The rebrand is a celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony. In addition, exuberant use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its values and its association with art.

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