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The Browser, Rebranded: The need for a new direction in branding the Mozilla project was outlined near the end of last year by Steven Garrity of silverorange:
As the Mozilla project moves towards an end-user focus from a developer and platform focus, the branding and visual identity of the organization and its software will need to be revisited. With the recent separation from Netscape and AOL, the need for the Mozilla project to have a brand of its own is all the more necessary.
Now, the open source Mozilla Foundation has renamed its Firebird browser and released Firefox 0.8. "Take Back the Web" is the mantra of Firefox. It's interesting, and appropriate, that this open source project shares the renaming process with its community as part of the rebranding strategy. Ben Goodger explains:
I wanted to explain this in some detail in the hopes that it might impress upon people how non-trivial the process of picking a name for a high profile project is. Many companies end up buying their names from others. Mozilla as a small non-profit organization can't afford such luxuries. We needed to be smart and cost effective. While I'm sure many people will consider this a misstep or otherwise take issue with the decisions we've made, we think we've done the best we could, and I challenge anyone to reach a better outcome on the same resources.
Garrity, the Visual Design Coordinator for the rebranding project, describes the process of integrating the Firefox name with a new visual identity. Mozilla's new marketing initiative includes a new tagline: Firefox - The Browser, Reloaded.
Posted by abnu on Monday, February 09, 2004 @ 10:35 PM [ + ]

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