Mozilla is the only major browser made by a non-profit organization and not by a huge corporate entity. The only problem was that few people were aware of that fact. So as the Mozilla team was beginning to go into a new phase of browser development that required more frequent updates (much like Chrome was doing,) we set out to establish their non-profit perspective on the web as an important differentiator.

We worked closely with the Mozilla team in San Francisco and Toronto to determine how the new brand should present itself to internal and external audiences, across all mediums. Even today, Mozilla emphasizes their .org heart and we're thrilled it's worked well for them.