Designing in the Open: Creating a Living Brand

As Mozilla we turned 15 years old
last year.

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

is as bold and dynamic as we are.

So, one of the things that

we are looking into

is how we can create

a living brand.

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

that is based off Mozilla data.

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

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

who are using the web.

What we are trying to do is,

we are looking at different

types of data sets,

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

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

we are looking at all these

different kinds of data sets

to help drive the visual aspects

of the identity.

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

and the space in between each one of

these pink dots here,

is one week's worth of time.

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

this next one is SUMO contributions
to our support team.

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

the browser itself.

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

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

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

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

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

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

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

that looks nice, and a visual
representation of what Mozilla

really is all about.

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

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

as it should be.

We can use the web to actually express
who Mozilla is

and how we show up in the world.