A new Mozilla logo appears to be on the way, marking the company’s first major update to its word-mark since 2017.
The existing logo, which incorporates the internet protocol “://” and chosen based on feedback from the community, has become synonymous with the non-profit company.
But German blogger Sören Hentzschel, an avid watcher of all things Mozilla, recently noticed that a different Mozilla word-mark accompanying the (unchanged) Firefox logo on Mozilla’s ‘Nothing Personal’ webpage:
Some digging uncovered a number of recent code commits readying and referencing a refreshed word-mark and symbol for use in the navigation areas of Mozilla websites, landing pages, and so on.
Mozilla’s updated word-mark no longer uses the Zilla Slab typeface, which it adopted for as part of the “moz://a” logo back in 2017.
Thankfully, the company swerves falling into bland Sans Serif trend trap. The new typeface is blocky and angular, and has a distinct personality. The squared spur and terminal (if that’s what called) on the lower case ‘a’ has a monospace-esque quality that yells ‘tech’.
Another interesting note about the new word-mark is that it doesn’t use a background.
Design guidelines for the existing ‘moz://a’ word-mark specify that it must always be used within a rectangle (almost like a label). The replacement appears to have no requirement since the SVG assets on the Mozilla Github are transparent, and box-free.
However, what’s most exciting (to a nerd like me) with this new logo is the ASCII symbol at the end.
It could be viewed as a flag on a pole, almost like Mozilla planting its values in the ground to say “we’re here!”.
But it’s more likely a nod to the original Mozilla mascot (inherited from its Netscape beginnings), which was a red dinosaur (an interesting logo of itself as it was designed by Shepard Fairey who created other seminal design works, and the skate brand OBEY).
Cool, huh!
Between the inclusion on a live webpage, code commits readying new logo for Mozilla websites, and the fact people can buy official Mozilla merchandise emblazoned with the new design, it seems a formal rebrand announcement is fairly imminent…
Redesigned logos, design tweaks, and other ‘superficial’ visual changes don’t always garner strong interest from all quarters of the open-source community (which is fine). Some feel money spent on a rebranding would be better invested in ‘nuts and bolts’ improvements.
To a degree, that’s a reasonable rebuff, however it simplifies the importance of branding.
Brand identity (for any company or project big or small, commercial or non-profit) serves a purpose. It conveys what you’re about, what you stand for, whether you’re professional – which is useful for attracting/reassuring users, supporters, investors, and so on.
Besides, it’s always nice to have something new to gawk at.