Mozilla's new branding strategy

Mozilla would
appear to have concluded that the solution to its problems is an
extensive rebranding effort:

We teamed up with global branding powerhouse Jones Knowles Ritchie
(JKR) to revamp our brand and revitalize our intentions across our
entire ecosystem. At the heart of this transformation is making
sure people know Mozilla for its broader impact, as well as
Firefox. Our new brand strategy and expression embody our role as a
leader in digital rights and innovation, putting people over
profits through privacy-preserving products, open-source developer
tools, and community-building efforts.