Mozilla launches new brand identity
I&#x27;m a bit disappointed. Mozilla makes a couple of great things (Firefox, Rust, MDN, ...). But in contrast to their products, I have a quite bad impression of their Foundation and&#x2F;or Corporation. I don&#x27;t know if it is warranted or not, but I have the impression that they mostly exist to burn through the millions they get from Google for setting them as default search engine. Most of the time I hear about them, it is self-referential. Either some dispute at the management level, or they are doing some outreach &#x2F; marketing &#x2F; branding stuff.<p>Now this might just be my prejudice (and please don&#x27;t downvote me for admitting it :-) !) but when it comes to a &quot;brand identity&quot;, prejudices and impressions are important.<p>This new branding doesn&#x27;t help at all with my perception of Mozilla. If anything, it emphasizes the perception that Mozilla is a bloated entity disconnected from the products I care about. That they put a nerdy &quot;:&#x2F;&#x2F;&quot; in there to appeal technical means to me that they are even aware of this.<p>What I would have done is to go back to the early 2000s unapologetically retro dinosaur. This was from a time when Mozilla was the underdog, when it was the Free alternative, when it was getting better and better, and when Firefox was invented.<p>Alternatively, ditch &quot;Mozilla&quot; and &quot;Foundation&quot;, and rebrand as just &quot;Firefox&quot;. Everybody loves Firefox.