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As Mozilla we turned 15 years old 
last year.

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Now, is a great time to think about how 
we can make sure our brand

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is as bold and dynamic as we are.

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So, one of the things that

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we are looking into

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is how we can create

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a living brand.

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We are exploring ways of trying to make
a new logo and identity for Mozilla,

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that is based off Mozilla data.

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How we can create our brand mark, 
so it's a reflection,

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not only of the power of the web, 
but the power of all the people

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who are using the web.

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What we are trying to do is,

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we are looking at different

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types of data sets,

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like different log files of communities,
their activity and people's activity

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or bugs being fixed in Bugzilla and 
how long it takes them to be fixed and

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we are looking at all these

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different kinds of data sets

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to help drive the visual aspects

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of the identity.

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Here on my screen, each of these different
graphs represent actual community activity

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and the space in between each one of

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these pink dots here,

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is one week's worth of time.

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So, this first green one here is 
Bugzilla activity, and

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this next one is SUMO contributions
to our support team.

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This kind of up-and-down curvy one
is contributions to Firefox,

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the browser itself.

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And, then lastly, this darker red one, 
is the same thing, but for Firefox OS.

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So, each on their own, they look like
your basic graphs,

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but when I click this 'transform button'
up here at the top of the screen

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you'll see how they come together into
a different kind of shape.

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It's not really in any way reflective
of how the final logo is going to look,

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but it does start to really show
how we can take real community data

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that reflects actual activity on the world
and bring it together in a way

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that looks nice, and a visual 
representation of what Mozilla

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really is all about.

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We're using the web, the resource that
we believe, not only belongs to everybody,

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but that we believe, that we need to 
protect, so everyone can use it,

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as it should be.

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We can use the web to actually express
who Mozilla is

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and how we show up in the world.