Introducing the Mozilla Visual Identity Team

Saturday February 14th, 2004

One of the most striking aspects of Monday's Mozilla Firefox 0.8 release was the new logo. This graphic is the work of the Mozilla Visual Identity Team, part of the Mozilla Marketing Project. The Visual Identity Team is headed by Steven Garrity of silverorange, who was contacted by Mozilla Marketing lead Bart Decrem after writing document of Mozilla branding suggestions last year. Steven began to assemble a group of designers, including his coworkers Daniel Burka and Stephen DesRoches, to improve quality and consistency of the visual elements of the Mozilla products. The creators of Firefox's default Mac OS X theme, Kevin Gerich and Stephen Horlander, are also part of the team.

The actual Firefox logo itself was created by Jon Hicks of hicksdesign, who was recruited by Steven Garrity when he saw a set of Camino icons Jon had designed. The concept for the Firefox logo came from Daniel Burka and the final image is based on a sketch by Stephen DesRoches.

On their respective weblogs, Bart Decrem describes the reasons for starting the Visual Identity Team and Steven Garrity talks about how he put the group together and what they have done so far. More information about the design itself can be found in Jon Hicks's weblog post showing how the logo evolved, while Daniel Burka shares his views on the process and Stephen Desroches outlines his role. There's also a silverorange news item about the company's involvement with the Visual Identity Team.

#6 Bring Firefox to the people

by pkb351 <>

Sunday February 15th, 2004 5:07 PM

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"Bring Firefox to the people, and don't wait for people to notice Firefox! ;)"

I couldn't agree with you more. I wonder if the marketing team will be making deals with companies to have FireFox and Thunderbird (when they reach 1.0 of course) be included on software disks for distribution.

A deal could be made with Apple to include FireFox and Thunderbird on the OS X instilation disks, and deals made with computer manufactures such as Dell, IBM, Compaq, etc.) to pre-install Mozilla products. This would certianly bring Firefox/Thunderbird to the peoplem. Many users would give Mozilla products a try if they do not have to first search them out and struggle with the instalation. A good number would stay with Mozilla once they try it (and see thow much better it is than IE ;) ). Though with pre-installation comes the thorny issue of who will offer the support of the Mozilla products. OEMs may not want to have to support (i.e. by telephone, web, or email) any more software than they have to since it drives their costs up.

I like what I have seen so far from the marketing/branding team so far. The main issue as I see it, and as I stated in the above paragraph, is getting the browser to the people. Here is one more example about how important getting the browser to the people is. During the early days of the internet Apple (before the MS deal to use IE) provided both IE and Netscape on the instalation disks enven though Apple could have supplied one with the understanding if you wanted another browser you could get it off the internet. When Apple began to only supply IE on the instalation disks suddenly Netscape usage dropped from being the most used browser on the Mac to second place behind IE. I am speaking of the days when Netscape was by far the best Mac browser with loyal users. Netscape began loosing user share primarily by being dropped from the instalation disks. All this occured before Netscape shot itself in the foot by taking so long to update to version 6.02 (the first semi usable version). Get the browser to the people easily (preferably pre-installed) and many will use it and a large number will find that they prefer it to IE.

Just my 2-1/3cnd cents!