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Branding Mozilla: Towards Mozilla 2.0
sgarrity writes "I've written some recommendations for the branding and visual identity of the Mozilla Foundation's project and product line. I argue that the Mozilla Project should adopt a simple, strong, consistent visual identity for the Mozilla products including consistent icons across applications that mesh with the host operating system. Read Branding Mozilla: Towards Mozilla 2.0 and let us know what you think."
"Times have not become more violent. They have just become more televised."
-Marilyn Manson
Unfortunately, workalikes are going to make consistency difficult.
:) Make it an option to gently 'replace' IE and Outlook Express. Replace the shortcuts, import favorites, e-mails, and contacts by default. Import Server Settings, proxies, the whole nine yards.
Actually, Camino is really the only workalike left around. By workalike I mean is built from the same source code base, customized. I guess my terminology isn't very good here.
Standarize icons and names. Make them visually appealing. Make the default styles blend in with the OS/Window Manager.
I have to laugh, one example was of the two Mozilla apps placed prominently on the Start Menu right where IE and Outlook Express are by default. Is this an option in a full installer? If not, put it there.
Then people like myself, who run an ISP can standardize on Mozilla and when I send my installers out I can have them install the app. Even better, have a custom installer file so I can add in OUR servers and make them default in the Mail application.
Now no matter what platform my installers run into, they can install my Mozilla package and have the right settings. Minimalistic training required.
Karma: Chameleon (mostly due to the fact that you come and go).
A stack of reasons - mostly relating to adoption within the workplace. As soon as I fire up Mozilla in front of a newbie they comment along the lines of 'playing games huh' or similar.
Im not suggesting the monster gets replaced with some prick with a laptop looking serious while rubbing his chin as his foxy secretary takes notes in their walnut and leather office - but something a little more businessy wouldn't hurt.
Branding gives you things to hang onto. Some people like their jeans more because missy elliot wears then (or says she wears them). I'd like Mozilla more if I didnt look like a dinosaur geek everytime it starts up.
RTFA, Mozilla 2.0 *IS* Firebird 1.0
"If liberty means anything at all, it means the right to tell people what they do not want to hear." --George Orwell
Interestingly, I had requested a press kit or at least press-ready logos for Mozilla awhile back for inclusion in a presentation I'm writing. Got a quick response saying it sounded feasible, but nothing since. I ended up scouring the web and finding a lizard picture but it wasn't the best quality for the resolution I need.
... send out a press release along with a link to the press kit. Heck, if you can get a contribution pool (I think wire releases are something like $100), make a press release each time a major release occurs.
If Mozilla had a full press kit explaining the project and including press-ready logos I think they'd see more coverage (and more serious coverage) of their package in the mainstream press.
Additionally, it is quite inexpensive to send out a press release over the newswires. When the Thunderbird/Firebird products are 1.0'ed (or 2.0'ed)
It won't make front page headlines, but it would be alot better than the current situation.
It is more productive to voice thoughtful opinions (reply) than to judge (moderate) others.
The real problem with browser branding is that currently people fail to see the browser as something which should be branded. It's a utility product that allows you to view sites, and that's about it. Who cares what's beneath?
By establishing IE as a client-run COM control, Microsoft only further implemented that idea. You can hardly brand something that people view as a tool.
For example, what sports cars do you have in your garage? Ferrari or Porsche I'd assume. And what's the brand of your kitchen sink? Eeeh, who cares, some crap made in China and purchased at Home Depot. The same with the browser - when the sites are more or less the same, and it's the sites you care about, who cares what brand the browser is.
Nader-2004
But really, at this point, why bother?
...
I build systems for various people and there are some things that has prevented mozilla from becoming the default browser on these systems. For mozilla to become mainstream, it needs (but not limited to):
1) Favorites - in Win2K or XP, why can't it just use my IE favorites? It isn't like they are hidden... they are there in plain sight in their own folder under %USERPROFILE%\%USERNAME%\FAVORITES. If people are to "migrate" they might have to occasionally use "that other browser". Consolidated favorites helps that along...
2) Feel - face it - mozilla just doesn't "feel" like a Windows program. I can't drag and drop the toolbars around and then lock them down like I can in IE (there might be a way to do it, but I haven't found it). If someone could just make mozilla "feel" like IE, we'd have infinitely more users out there. Not only because it would be one less thing to learn, but because people simply wouldn't notice that they were using "something different" which is generally a no-no for non-techies. Heck, I'm a techie and I've found that I don't like using mozilla for this reason. I just don't have the time anymore.
Bah... I could go on but mozilla is for geeks right now. The DOJ has blessed system builders with the complete ability to hide IE as an internet browser. If someone could just make something similar to IE but without all the monopoly shit, millions of PCs could be deployed with a real browser. Until then, I'll keep letting IE fly on the systems that I build.
PS - a really cool unrelated idea that I have thought of would be a spyware/adware/scumware blocker for non-techies who don't know when to click yes/no. If mozilla implemented such a feature, a flock of elected geeks could vote on which software/applets could get installed and which ones would not (or which ones make it to a user prompt). Non-techie end-users could have the option to turn on this "geek wall" and prevent their systems from being infiltrated by the world's best scum. Until then, I'm happy to charge $50/hr to remove this stuff.
Life is the leading cause of death in America.
Put Mozilla stickers all over San Francisco
Dress people up in Mozilla suits and send them screaming through New York City
Mozilla streakers at sporting events.
A Mozilla based reality show.
Have Mozilla claim their source code is in Linux
Pay companies to give them unrealistic bench marks.
http://www.kubuntu.org/
The problem I have found with Mozilla, is that most people just don't care enough. Personally I use, and love Mozilla. Like you I haven't seen a pop-up in a long time, that I didn't specifically allow. I am also a tyrant when it comes to cookies. I hate them, I see little need for a web site to be able to track me, unless its for user-login or purchasing purposes (and even then, I usually delete the cookie after I am done with the site). So, I have Mozilla ask me whether or not to store a cookie, when a web site attempts to. Most of the time, I will simply check the "Always do this" box and hit Deny.
The problem comes in when my girlfriend sits down at my computer. First off, I had to get her to belive that Mozilla was a web browser, and that IE was not necessary. That out of the way, she hated it. Having to deal with cookies annoyed her, she didn't care and just wanted it to work. She never even tried the tabbed browsing really. About the only thing about it that didn't annoy her was the lack of pop-ups, and even then some of the sites she went to were the kind that used pop-ups in the design of the page, so she didn't even appreciate that feature that much.
Basically, all of this is to say that most people aren't going to switch, no matter how the program is branded. They are used to IE, with all of its security holes. They want a program that just goes when they click on the purple monkey. They are willing to install another program which blocks pop-ups based on the title text, and to train that program. In all, they are afraid of change. And that is what Mozilla needs to overcome, it needs people getting their friends/girlfriends/family to use it and see the advantages. As long as it looks reasonably clean, and functions close to IE, that is enough. And damn well don't go changing the interface between versions, once you have something that works, don't fix it, you'll just scare and alienate people.
Necessity is the mother of invention.
Laziness is the father.
based on past history ;)
as opposed to future history
sorry I couldn't resist.
Well, I'm a professional graphic designer... so here's my take on this.
Good logos are very very simple. Good logos can be boiled down a strong one or two colored silhouette built with simple lines and shapes. Moreover, good logos are clearly recognizable at both small and large sizes.
The human brain reads and interprets simple shapes very quickly. Furthermore, the brain remembers and recalls simple shapes faster then complex graphics. This is, more or less, a psychological fact.
When you take a glance at a good simple logo it gets stuck in your head. Even if you've only seen it once, and you can't quite pin-point the company associated with it, there's a good chance it will seem "familiar" to you. Familiarity is essential to a good brand. People like to use things they feel familiar with... even if their sense of familiarity is coming from a near subconscious level.
It should also be noted that simple logos are easier to slap on everything. They are easier to print, it's easier to use as decoration, etc etc.
Honestly, Tux is not a very good logo. Most people don't know what that orange and black rendered penguin is all about (trust me, I guarantee you they don't). It's only the geeks like us who know what Tux is. Common people remember the RedHat logo, or the Suse logo... but not tux. If Tux's shape was simplified (kind if like what IBM did with it http://www.humanist.de/erik/rza/ibmlinux.jpg ) it would be much more recognizable to the general public.
And as for Mozilla. Well, Mozilla currently has that lizard head and the "M." Both are fairly simple (think the lizard could be simplified some more though), yet Mozilla.org doesn't stick with them. They don't place these logos all aspects of their products, they keep creating new icons and splash screens, etc. Mozilla.org needs to work on their branding. They need to pick one general logo, and they need to boldly place it everywhere.
"Things are more moderner than before- bigger, and yet smaller- it's computers-- San Dimas High School football RULES!"
The AT&T logo is a good example of branding. Show the globe part of the logo to people and most of them will know it's AT&T. The same goes for the Coca-Cola "wave" and the Nike check mark. Those are brands.
The most important part of branding is consistency. When I look at the linux penguin I think of Linux. That doesn't happen when I look at other penguins. It's not going to happen for the averge person either and that's the person you want to target. For people to associate Linux with that penguin, they have to see that pengiun image and hear about Linux at the same time, over and over and over again. The same thing needs to happen with Mozilla. There needs to be an official logo and it needs to be used on everything. The average joe needs to be able to look at that logo and think Mozilla.
Prevent email address forgery. Publish SPF records for y