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Mozilla takes open source way to launch new branding

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Mozilla's new logo

Mozilla has updated its logo for the first time since 1998. The new logo and brand identity were a seven-month process that the company outsourced to the open source community.

The new logo has replaced “ill” within the “Mozilla” name with “://” of a URL. Through this innovative development, Mozilla has followed an amazing strategy of involving other people in updating the vital element of the company. The Firefox maker has developed a gated design process called Open Design and also keenly aggregated community’s feedback.

“Our brand identity – our logo, our voice, our design – is an important signal of what we believe in and what we do. And because we are so committed to ensuring the Internet is a healthy global public resource, open and accessible to everyone, we’ve designed the language of the Internet into our brand identity,” says Tim Murray, creative director, Mozilla, in a blog post.

Healthy language of Internet

According to the official post, Mozilla was wanted to embed the healthy language of the internet into its brand identity.

The open source typeface used in the latest branding is a slab serif font called Zilla, developed by Dutch company Typotheque, which came as the first type-foundry to release Web-based fonts.

Mozilla considers that Zilla in the fresh logo gives a “journalistic feel” and help it participate in conversations about key issues of internet health. Furthermore, the black box enclosing the logo seems to be reflecting the “key building block” of the entire design and “echoes” the way of choosing type in toolbars and programs.