Even though we’ve been at the forefront of privacy and open source, people weren’t getting the full picture of what we do. We were missing opportunities to connect with both new and existing users.

...so we decided to do a massive rebrand because that will give people the full picture?

“Mozilla isn’t your typical tech brand; it’s a trailblazing, activist organization in both its mission and its approach,” said Lisa Smith, global executive creative director at JKR. “The new brand presence captures this uniqueness, reflecting Mozilla’s refreshed strategy to ‘reclaim the internet.’ The modern, digital-first identity system is all about building real brand equity that drives innovation, acquisition and stands out in a crowded market.

Yuck. All this does is send me the message that Mozilla cares way too much about being a trendy brand and has essentially capitulated in the face of the so-called market.

I really hope this ends up working out for them, I hope that I'll regret being so cynical about this announcement...