So Opera has given us a glimpse of how it conceives the future of internet browsing with its so-called concept browser Neon. Not to be outdone, Mozilla also officially announced a revamped logo, which is seen as part of the company's efforts to remain relevant amid the dominance of Google's Chrome browser.

Unfortunately, the effort fell flat.

Mozilla Rebranding

For a redesign that is supposedly undertaken to establish Mozilla's credential as a technology company, the new logo is thoroughly uninspired. True, there is the integration of the :// element, which should indicate that the company is in the internet business, but the overall impression is that the rebranding only entailed the change in the use of font, color palette, and nothing else.

It is no different with saying that no effort has been spent in its design. Even Opera with its simple O logo has devoted some time creating a graphic representation rather than simply typing the letter O. The iconic Mozilla dinosaur used to indicate this, but sadly, it is not making a comeback.

Crowdsourced Mozilla Logo

This is quite unfortunate because the logo itself has been crowdsourced with Mozilla soliciting inputs from the public.

In addition, the Mozilla team touted thousands of emails, numerous meetings, concepts, and research have been devoted to the process, so one is left wondering how — with all those efforts and the submitted feedbacks and sleepless nights — this particular design has been selected as the best.

"Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company," Tim Murray, creative director at Mozilla, proudly explained in a Wired report.

Well, that should be a valid reason, but one that is also so safe it will barely make a ripple in the current state of things wherein Mozilla's Firefox remains a distant third in the world's browser ranking, although it is already ahead of Microsoft's Edge browser.

Missed Opportunity

The logo also drew some flak from other tech pundits, which somehow underscore how the entire affair is a missed opportunity. Rebranding is all about changing perception, and Mozilla could have opted for a bolder statement. It would also have served to punctuate the looming release of Firefox's new rendering engine.

Still, there are those who say that the logo is fine for its simplicity. These echo what Mozilla has called as a nod toward the organization's original intent, which is all about the unfiltered and unmediated internet experience.

"At the core of this project is the need for Mozilla's purpose and brand to be better understood by more people," Mozilla also said. "We want to be known as the champions for a healthy Internet. An Internet where we are all free to explore and discover and create and innovate without barriers or limitations."

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