The logo itself isn't so bad, but the rest of it is borderline disaster. The spot lacks originality, consistency, the creative quality is quite low.
I respect the notion of trying to mix images and forms that are obviously inconsistent with each other - but that's a hard/risky thing to do and they didn't pull it off. My god they have windows 'webdings' with arbitrary shapes, odd colour effects, smiley faces. The icons are inconsistent with each other.
The sequence from the 13 second mark to the 19 second mark is up there with the worst bits of 'professional' marketing collateral I've ever seen in any domain.
Even the music ... it sounds like the first thing a kid put together the first time he tried to make a rhythm sequence on garage band.
Here is a very similar sounding track (the fun/jungly rhythm line), well produced, which has a modern, fresh feel and would fit the narrative of whatever they were trying to do:
That track without the vocals would have been a good choice.
All of that before we get into the branding issues, and how consistently or poignantly it promotes Mozillas actual identity - there is absolutely nothing in that spot that directs you to what Mozilla is, or is trying to be.
Ask yourself: after you watched that, did you get any idea at all of what they were trying to say? Even from a creative perspective?
It's gibberish.
Even the copy:
"The internet it's at the heart of what we do"
"One idea link what we do"
"Mozilla Festival/Fest"
"Mozilla maker party"
"Mozilla all hands"
"Mozilla emerging technologies"
"And spans the world"
"It works both big and small and welcomes everyone"
"For people over profit"
"Champions for a healthy internet"
"Love the internet"
WTF?
It's almost random copy.
Here's what would have worked better:
Just the logo (which is decent).
A single tag line, like: "For the people" - which hints at the idea of open/non-profit and 'empowerment' without having intellectualize it, and modestly differentiates them from the 'other' browser brands.
A modern audio track, done by producers who know how to create a fresh sound, followed zooms and cuts of actual good apps in a mozilla browser.
Now wouldn't be particularly great, but it would be simple, clean, and at least not confusing.
That said it could have been saved with higher quality creative work.
Ironically, the site where they actually run down their branding effort, is itself, a pretty good branding exercise unto it's own: https://blog.mozilla.org/opendesign/
So that is 'being critical'. I don't like to be so negative, but this spot shouldn't have made it out.
The "Mozilla Festival/Fest", "Mozilla maker party", and "Mozilla all hands" are not copy. They are examples of how to brand your Mozilla-related thing with the new logo. The new logo visually pulls all those events together. You can pretty much copy & paste from one of the examples, just replace the text with your new thing and be done.
The logo is acceptable but not great. The video is awful and tells me nothing about what they do that I should care about beyond what everyone knows - Firefox.
The branding site has some really awesome edgy ideas that I'd have gotten behind. But I guess it's true what they say - you can't put lipstick on a pig.
To be honest I'm not even sure what the point of the video is. There's a lack of context since Mozilla hasn't even announced the new logo yet in written form -- we can expect a blog post later today.
I perceived the video as a semi-official summary from the design team showing off their work, rather than as a Mozilla commercial.
> Ask yourself: after you watched that, did you get any idea at all of what they were trying to say? Even from a creative perspective?
Yes. It was fairly clear. "One idea links what we do" (despite you misspelling the copy in your own comment), it goes on to show how the branding can be used in it's various events and endeavors. The goal is to introduce the new brand, not Mozilla and all that it does.
Your solution doesn't solve that problem. For example, with the new brand, you ignore show how this works with All Hands[1], something you dismiss as "all hands." Already your "solution" fails at showing the branding at work.
