Computer Arts - - Special Report - by John­son Banks www.john­son­

Although widely as­so­ci­ated with its most fa­mous prod­uct, Fire­fox, Mozilla’s sta­tus as a not-for-profit or­gan­i­sa­tion in its own right barely reg­is­tered – that is, un­til John­son Banks was brought on board.

As an open-source soft­ware com­pany, it made sense for Mozilla’s re­brand to be fully trans­par­ent – a chal­lenge that the agency em­braced. Five ini­tial ap­proaches were de­vel­oped and re­leased for dis­cus­sion.

Two of the five – one an in­ter­pre­ta­tion of the ‘http://’ in­ter­net pro­to­col, the other a de­vel­op­ment of the brand’s legacy di­nosaur sym­bol – were taken for­ward, and two new routes added, be­fore an ex­ten­sive round of test­ing, re­search and pub­lic cri­tique. The in­ter­net pro­to­col con­cept ul­ti­mately won.

More than 3,000 blog com­ments were taken into con­sid­er­a­tion, the first time such a ma­jor re­brand has ever been con­ducted ‘in the open’ – a brave, truly global col­lab­o­ra­tion.

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