Mozilla shortlists four designs in open-source rebrand project

Software company Mozilla is working with design consultancy Johnson Banks – and gathering opinions from the general public – to create its new brand identity.


Four designs have been shortlisted in the search to find a new brand identity for software company Mozilla.

Mozilla is best known for its web browser Firefox, though its latest rebrand project is an attempt at dispelling the myth that this is the only thing the company does.

It is working with design consultancy Johnson Banks on its open-source rebrand project, which has seen it seeking feedback from the Mozilla community and general public through the comments section on the Mozilla blog, social media and live events over the last few months.

Involving the community in its rebrand aims to show the company’s “transparent” and “open” philosophy, Mozilla says. However, the company has made it clear that this is not a crowd-sourcing project, which would involve public voting, but instead a way of harbouring thoughts and opinions.

In August, seven designs were revealed, and now these designs have been swapped, amended and whittled down to a final four. Only one idea has been retained from the original seven.

Johnson Banks’ four shortlisted ideas are:

Protocol 2.0


This visual identity has been adapted from the first round of ideas, and includes the internet url signifier – :// – as part of the logotype. Mozilla says incorporating this symbolic lettering of the internet into the logo itself “creates a type-able word mark” and “alludes to Mozilla’s role at the core of the internet”.

The blue has been changed since the original version to a darker navy shade, which aims to reflect the palette of the early internet says Mozilla, and the designers are currently looking at various applications which could mean characters swapped out for emojis or other letters.




This is an entirely new identity and is a pixelated flame symbol, which creates an “M” shape within it. Mozilla says the flame could be a symbol of Mozilla as “the beacon for an open, accessible and equal internet for all” and “something that a community gathers around for warmth”. Variations have been considered where the pixelated dots could be replaced by code.




This draws inspiration from a previous identity, which depicted a “wireframe” of the internet.

Burst aims to depict data and use “classic internet imagery”, says Mozilla, and centres around the number five, which has significance for the company. It is currently collecting data around five areas of “internet health”, and there are also five points created within the letter “M”. The final image has five interlocking spherical shapes, which create the letter “M” when joined.


Dino 2.0


This is an adaptation of a previous identity, The Eye, which saw a reptile eye shape created out of the “O” in Mozilla.

The new version uses a more obvious image of a dinosaur’s head, created out of a red chevron and white type. The “O” of Mozilla is filled in black, creating an “eye” for the dinosaur. Moving gif applications of the logo will see the dinosaur head “chomp”, while different coloured chevrons will be used to indicate that Mozilla is “for everyone”.


Mozilla invites the public to talk about the designs in the comments section of its blog here.

A final brand identity is expected to be revealed in October.

Hide Comments (4)Show Comments (4)
  • Hannah Stephens September 21, 2016 at 10:56 am

    It’s got to be the first option ‘Protocol 2.0’
    It’s bold, meaningful and memorable – the others for me are too complex and therefore don’t have the impact of the first. Being able to recreate the essence of the brand by creating it yourself plain type (Moz://a) beautifully reflects the nature of the products. Not so keen on the blue, its very harsh.

  • Graham Burrows September 21, 2016 at 11:21 am

    Definitely the first option! It’s a true reflection of it’s core by function. The other options feel laboured and off brand – they need explaining! Moz://a is so very obvious and straight forward. Keep it simple!

  • Matthew Rose September 21, 2016 at 11:51 am

    I think the first option of “Protocol 2.0” too. Honestly, I think it’s the best of a bad bunch – the other three options already look outdated. Although the colours need looking at, far too harsh and bright – a lot going on! For me, they’ve concentrated far too much on the “meaning” of the brand, rather than creating a brand is memorable and recognisable.

    There were better options from the previous seven concepts that were shown, mainly ‘The Open Button’ and ‘The Impossible’. Simple, bold, memorable and also seem to have meaning.

  • Tim Riches October 5, 2016 at 4:55 pm

    Dino 2.0 for me.
    Although any relationship to dinosaurs is a tad dangerous in this instance.
    Maybe it should be a croc, gator cayman etc?
    Character, engagement, flexibility and something …‘for everyone’ works for
    the luddite in me.
    Really like the simple gif and typography especially compared to option 1.
    Agree with Matthew about the colours though, too many options and some arguably inappropriate/childish?

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