Mozilla rebrand takes from early internet aesthetics, to “reclaim the web”

Mozilla has unveiled a new brand identity meant to show its broader mission beyond the Firefox browser, which it describes as building and supporting technology in the public interest. The redesign was developed with Jones Knowles Ritchie (JKR) and is built around a "Grassroots to Government" system intended to reach audiences from coders and activists to government officials and everyday consumers. Visual elements draw on early internet aesthetics, including custom typefaces made with Studio Drama, pixel patterns, a classic RGB green palette, and a flag logo that reveals the dinosaur mascot originally designed by Shepard Fairey. Mark Surman, Mozilla's president, said the rebrand is "laying the foundation for the next 25 years."