[chridal]

But why does Mozilla really need a new identity? To me their identity feels really solid and strong. It's been exposed to developers and technically minded people for years and years, but also to regular users through Firefox.

[matthewmacleod]

Despite being a web developer for some time, I have no idea what Mozilla's brand is. I'm obviously aware of Firefox, but I'm also conscious that Mozilla do lots of other things, but without looking I don't have any idea what the collective visual style is.

I know it doesn't really seem important, but a good visual identity can help make it clearer who is supporting particular projects – and for a positive community organisation like Mozilla that's probably a good thing.

[smoyer]

Because their constant launching (and often subsequent closing) of products confuses their users. It seems to me that they want to be a research organization that helps advance technology and set standards, but they also produce products, etc.

[melling]

https://en.m.wikipedia.org/wiki/Usage_share_of_web_browsers#...

[coldtea]

I try Firefox from time to time because I'd really like to be using it. But as long as it remains less snappy and has worse text rendering than Chrome, while not offering much else in return, I delete it.

This has nothing to do with "brand identity".

[rockdoe]

What? Whenever I try it, Chrome's font rendering is outright atrocious compared to Firefox...of all the reasons that one might prefer Chrome this has got to be the worst possible, by miles.

Is it possible you got used to the incorrect rendering or something? How do Edge and Safari look in comparison to you?

[coldtea]

>What? Whenever I try it, Chrome's font rendering is outright atrocious compared to Firefox...

First of all, we're talking on the Mac, and with Retina display.

Second, "used to the incorrect rendering"? What's to be used? Firefox consistently has had not only less smooth font rendering, but also botched layouts and worse zoom behavior.

(Safari is pretty much close to Chrome. Edge, I don't use).

[melling]

Did you ever consider that maybe the branding isn't targeting you? Perhaps a different market?

[coldtea]

What market? Branding enthusiasts?

[RodericDay]

People who care about ethics in software?

edit: Though I agree with the vague collective sentiment that they're slipping. Still, I would never feed Google.

[melling]

People buy brands every day. Ford, Apple, Burberry, etc. Do you understand how marketing works?

[coldtea]

>Do you understand how marketing works?

Yes, in the exact inverse way I'd want a non-profit like Mozilla to work.

By the way, do you understand how marketing works? Mozilla is not a lifestyle or luxury brand, and nobody cares about those things in browsers.

Firefox got a huge market share back in early 2000-2010 because it had a good product -- not because of branding. Heck, it wasn't even an official Mozilla branded effort at the start, just a project by some community members.