Go Dino Go

Mozilla’s rebrand leans into an activist vibe that feels positive and open-minded, instead of just anti-corporate. The look is hacker-inspired with ASCII art, terminal-style black-and-white, and that iconic hacker green, which should resonate with open-source fans. It’s streamlined and polished, but still fun — a nice balance that makes the mission feel approachable. They’ve also made smart choices with custom typography and clean visuals that build on Mozilla’s legacy while keeping it fresh. It’s a solid update with tons of potential, even if it doesn’t fully capture the “reclaim the internet” mission on its own.

The thought of "reclaim the internet" is a fight and larger mission for firm believers in more open-source technology, and less gargantuan corporations controlling big data. As explained by their CMO Lisa Smith, the brand needs to convey this mission in a positive, activist way — not in a mean way. I feel that coming through the brand, it tells a more grounded, fun-loving story, without trying to pounce on others or defensively tackle big subjects.

There's a mix of bitmap visuals, ASCII code in the Mozilla logo icon, and 3D wireframes that I think will resonate well with open-source code enthusiasts, and those activists that believe in the mission. The hacker green and otherwise black & white terminal look works great for the cultural fit — but I wish we'd gotten something more groundbreaking than cliches. I think there's enough power from the ASCII code visuals that'll bring great love for the brand.

We're toning down the colors, making the hues more accessible for web standards, and signifiying the icon and wordmark as separate pieces. I see a clear progression for Mozilla's rebrand, we definitely move into the next step with a well put-together system and dependable rules to guide the brand.

There is now a serious side to the brand, just with how streamlined all the visual standards are, and especially when depicting the documentation mockups. The executions with the bitmapping and 3D wireframes are well executed. The decision to compact the color palette is an intelligent one, and the spontaneity in the previous brand is toned down for this. Overall good polish and good execution. The new typography is also well-made and a great touch to stand out as a brand.

Again, the hacker green, black & white terminal aesthetic, and overall sharp grid work is something we've seen before, in context of code-enthusiast software. I definitely get some a light-hearted version of The Matrix depicted with this brand. There could've been something more beyond that, but I don't I see it here. I like the more positive activistism as an attitude for this branding, and it works great for Mozilla.

The "reclaim the internet" is a strong mission, and one that I don't think can be captured just in the branding. And we don't see enough of the activism here to agree on that term. There is however a very strong alignment, and bringing back the dino motif in an ASCII code format odes back to the 20-year+ heritage of Mozilla.

Going the extra mile of creating a custom typography for this brand is what I think brings it into the next stratosphere. If the type resonates and fits the brand, then every single character exudes the brand essence, and lets the brand live on for a long time. Beyond the hacker green, there isn't much exploration of a color palette, which I think might tie the brand down in the long run. But even without that, the motion graphics and the plethora of imagery that can be made with the bitmapping and 3D wireframes visuals are endless. There's definitely long ways this can go.