Mozilla, the nonprofit behind the Firefox browser, has a new brand. Its first job is to remind you that it’s more than Firefox.
Today, the organization founded in 1998 from the ashes of the early browser company Netscape creates guides to privacy, publishes open-source standards, organizes the community event Mozfest, and operates its own ventures arm. Earlier this year, in an eyebrow-raising twist, Mozilla even acquired Anonym, an advertising platform founded by ex-Meta executives, “a solution for the ads ecosystem to help people have ads be efficient and nonexploitative,” says Lindsey Shepard OBrien, CMO at Mozilla.
Mozilla is a brand of activism navigating and offering products in a world of capitalism. It’s a hard concept to grok, which is why Mozilla met with stakeholders inside and partners outside the organization to think through its own purpose and write its own brand brief as the anchor behind an entirely new logo and brand system.
“We landed on a boilerplate, a playbook, with a positioning statement that this is a people’s platform,” says Amy Bebbington, Mozilla global head of brand. “But what we feel we can talk about externally is [the mantra] ‘reclaim the internet,’ and everything we do is in service of reclaiming the internet.”
