Is Mozilla important to you? You can participate in building its new Brand Identity

**Mozilla** is taking the open source principles that forms its bedrock to the next level by opening up the Mozilla Brand Identity to users. Mozilla has outlined a four step process for coming up with an updated brand identity with participation from users. The creative strategy phase was done last month, and this month users are invited to choose between 7 concepts, which will be refined further in the next phase.  The seven concepts are categorised under 5 themes. One concept is based around an eye, which is a little ominous, if only for its resemblance to Sauron’s Eye. The Eye concept is under the theme “The Good Fight”. The Connector logo spells out “Mozilla” in a highly abstract and stylised form. Colourful zig zag lines are used to signify connectivity, and there are examples given where the style can be adapted for country flags. Then there is the “Open Button” concept, which is reminiscent of controls for old audiovisual hardware.  The next round are more techy. There is the protocol concept, which is spelt out as Moz://a. While it is technological, the use of colon and slashes might not make the brand easily readable by everyone. There is a wireframe Mozilla, which shows Mozilla as an adaptable multi-purpose box. Both of these concepts are around the theme “With you from the start”, which brings to mind the very beginnings of technology. The final two concepts are “The Impossible M” and “Flik Flak” under the theme “Mavericks, United”. The former is an optical illusion based concept, while the latter uses stacks of folded material to spell out Mozilla. There is no voting, and coming up with the final versions of the branding is still reserved for Mozilla designers. Users are encouraged to comment on the blog post with feedback, but the feedback can be in any form. Mozilla will be evaluating the feedback, and churning the discussion over the next two weeks, to take the project into the next phase.