Mozilla pledges to 'Reclaim the Internet' with new identity by JKR

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2024-09-29 04:00:06

A new protest-inspired brand symbol was designed to compliment Mozilla's custom wordmark and typeface family, helping the brand to stand out in a sea of sameness.

The free software community Mozilla has set out to reclaim the internet as a global public resource with a new "Grassroots to Government" design system developed by Jones Knowles Ritchie (JKR).

The collaboration began 12 months ago at Frontify's Paradigms event in Lisbon after the Mozilla team saw JKR on stage presenting its latest work with Coca-Cola. The company had already formulated a new strategy based on the "Reclaim the Internet" idea with DesignStudio in 2023 and brought JKR on board to translate this into a unified brand representative of all of its initiatives and programs.

This includes new AI advancements, product offerings, and advocacy efforts, which aim to significantly increase awareness and impact. Another driver for the rebrand was a desire to empower people to "reclaim the internet from Big Tech's growing control and ethical challenges", says Mozilla's global head of brand, Amy Bebbington.