Case Study: Mozilla Foundation clarifies its mission and strengthens its brand with Pentagram

Mozilla Foundation launches a refreshed brand system across 2 sub-brands with Pentagram

The Mozilla Foundation, the non-profit arm behind the open-source Mozilla movement, faced a challenge of being frequently mistaken for the for-profit Mozilla Corporation. This obscured its vital advocacy and accountability work. The Foundation engaged the design firm Pentagram to develop a comprehensive brand refresh that would establish a distinct identity while preserving its connection to the broader Mozilla family.

Pentagram's solution was a brand strategy built around the organizing idea of "Lift," which included a new "Make Good" brand line and a unique visual identity. This visual system used modular shapes extracted from the negative spaces of the shared Mozilla typeface, paired with a vibrant orange color palette to distinguish it from the Corporation. The result was a flexible and extensible identity that brought clarity to the Foundation's mission. Pentagram's work allowed the organization to produce consistent materials across all its initiatives, from major campaigns to the MozFest event, successfully reclaiming its narrative as a mobilizing force for a healthier internet.

Mozilla Foundation