In June of 2016 Mozilla, the free-software community, debuted its plan to undergo a rebranding.

Many companies will do this in efforts of refreshing their image and informing the public that they are still relevant. So, what makes this rebrand different?


Mozilla decided to bare all. Throughout the entire process, it displayed the entire process. Mozilla essentially held up a picture on its blog and said ‘Roast Me’...


This concept is referred to as an open design and it encourages consumers to comment on the work-in-progress in hopes of shaping the design for the better.


On January 18th, the rebrand landed.

After a grueling seven months, mozilla debuted its final product. Thousands of people put in their two cents and this is what mozilla got.


The began with seven different creative strategies. Each theme attempts to emulate mozilla’s brand personality. All seven paved the way for designs that were refined based on the feedback of the public and the designers on the project.  


We here at Grand Brand & Co we are torn…


We get it. It is tech savvy. The color scheme alludes to coding and the logo throws a nod to internet URL lingo.


The issue is that not everyone gets it. Why?


The explanation is simple. Mozilla wanted feedback from the public, but it was not asking the entire population that uses internet. Mozilla asked the tech savvy individuals that followed its blog to give design feedback. Perhaps the target audience, people who do not use mozilla, were reached through research studies the company conducted but the core individuals that were contributing opinions were mozilla users.

Personally, we saw this dissatisfied face… :/

Which is the way some people felt when viewing the other markups mozilla shared. I find a particular issue with this one...

This is a design that would appear in a design textbook where students are encouraged to discuss what went wrong. How did this pass so many people and not one of them thought to themselves, “Hmm, this could be construed as something inappropriate.”? It will not be long before this ends up in a Facebook album titled ‘LOL FAIL’.


Other markups are full of color and stacked images that pop. They stand out on the screen but can be viewed as busy and overwhelming.

When it comes down to it, does this rebranding entice users? Does it market to those people who do not see the allure in using mozilla? Do the graphics say something about mozilla that sets them apart from its competitors?


You be the judge. Mozilla’s entire process is on its blog and you can still let them know what you think of the new brand.


If a consumer were to type moz://a into a search bar, the results do not even include mozilla…


Despite its best efforts and its inclusion of the public on this process, mozilla might want to return to the drawing board on this one.


Let us know your thoughts by commenting below.