1110331 - Privacy Day logo replace snippet (in addition to other privacy day simple snippets)

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Fabio Rios [:frios]]

>>Project/Request Title:
Privacy Day logo replace snippet (in addition to other privacy day simple snippets)

>>Project Overview:
The goal of privacy day is to help people arrive at their own privacy point of view. People should develop their own personal privacy environment by determining what privacy means to them.

>> Creative Help Needed:
Copy:    No 
Design:  Yes 
Video:   No 
Other:  No

>>Creative Specs:
Will be used in the space above the search bar on about:home. 

Max size: 505x327 px
SVG or PNG, transparent back

>>CTA and Design:
Really like the look of the Thunderclap snippet which touched the search bar (attached).

Can we somehow keep the Firefox logo but tweak it to convey we are focusing on privacy? Should not explicitly say "privacy day" so it has a long life and we can reuse it beyond Jan 28th. 

Our messages will revolve around:
"smart on privacy"
"privacy is important"
"you can take control"



>>Creative Due Date:
2015-01-21

>>Launch Date:
2015-01-28

>>Mozilla Goal:
Firefox Browser

>>Points of Contact:
Not provided

Comment 1

[Fabio Rios [:frios]]

Attachment: thunderclap-snippet.JPG

Here's the Thunderclap image used on snippet. I like the look of the image touching the search bar.

Comment 2

[Jennifer Balaco]

Hi Fabio, 

Just a quick question. Are you looking to use the official Privacy Day logo for this Snippet (http://staysafeonline.org/data-privacy-day/get-involved/promote-dpd)? Or are you looking for an icon to represent the idea of privacy?

Comment 3

[Fabio Rios [:frios]]

> Just a quick question. Are you looking to use the official Privacy Day logo
> for this Snippet
> (http://staysafeonline.org/data-privacy-day/get-involved/promote-dpd)? Or
> are you looking for an icon to represent the idea of privacy?

Hey Jennifer, I'm looking for this one to represent privacy, but not use of the Privacy Day logo. Just confirming this is a logo replacement (above the search bar).

Thanks!

Comment 4

[Gregory Jost]

Hey there, checking in on this. Do you have everything you need to move forward? We can use the campaign's visual identity for this.

Comment 5

[mternoway]

Attachment: aboveSearch_PrivacyShield_snippet.jpg

Thanks for the reminder, Greg. I've attached and example of the above search Privacy Day hero image that is currently being utilized in other creative. One thing to note, this is the full detail version...since this is replacing our Fx logo, we felt that the shield should keep with that detail standard. Other creative utilizes a 'flat' version where appropriate. 

MT

Comment 6

[Fabio Rios [:frios]]

Matt, I really like it.

I think this is what you were referring to in the other bug for the icons. A smaller version of this might work as an icon too.

I'm going to share it with a few people and get back to you. Just want to make sure everyone is comfortable with not having any reference to Firefox. We can probably just accomplish that in the lower area. I'll try to get back to you today.

Comment 7

[Gregory Jost]

Would it be possible to see a version with the correct visual/icon in the lower, snippet, area? I think having the fully picture may help our stakeholders as they review this.

Fabio, were you thinking of having the Firefox logo there?

Comment 8

[Matej Novak [:matej]]

(In reply to Gregory Jost from comment #7)
> Would it be possible to see a version with the correct visual/icon in the
> lower, snippet, area? I think having the fully picture may help our
> stakeholders as they review this.
> 
> Fabio, were you thinking of having the Firefox logo there?

I think it makes sense not to show the Firefox logo here since this is a Mozilla campaign.

Comment 9

[Gregory Jost]

I agree Matej, I would like to see if we can have a mozilla visual in there.

Comment 10

[mternoway]

Attachment: aboveSearch_PrivacyShield_snippet.jpg

Thanks guys.
What if we were to do something as simple as using the Mozilla 'm' along with Mozilla specific copy to accompany it?

Comment 11

[Gregory Jost]

That would work for me.

Comment 12

[Fabio Rios [:frios]]

In reviewing the other assets (landing page, tiles, .org home, social, etc..)I wonder what is the reason for the variation in color scheme? Other assets feature the flat version which is red/white. I definitely like this detailed version for snippet, but wondering why we wouldn't maintain the colors to keep consistent? 

I think it's probably best if we present to Mary Ellen with the red/white color scheme as she'll likely want the complete picture. Does that feel right to you?

Also, regarding the the exclusion of Firefox: I think the proposed 'M' will help, but not sure if it's enough. We've definitely gone sans logo in the past, but the flag here is that this graphic has a "logo" feel, so we may need to be more obvious. Perhaps including Mozilla/Firefox color scheme or subtle M or Fox within shield (just thinking out loud here).

We don't have guidelines for this, so that's an action item for future. Matej, I can work with you and Sean on this and share it with team.

Comment 13

[Fabio Rios [:frios]]

I should add that my comments regarding sans Firefox or Mozilla branding are just a flag. Happy to present to Mary Ellen as is for feedback/approval. 

Main question is whether we should present in red color scheme. Thanks.

Comment 14

[Matej Novak [:matej]]

I think for this execution, the full colour version has more visual impact, but I also see what you mean about consistency.

Matt, did you try the one colour version as well? Can you share more of your thinking here?

As for the logo question, I really think adding the Firefox logo confuses the issue as this is a Mozilla campaign. Let's try to move forward with the "m" and see what the feedback is.

Comment 15

[Sean Martell]

Hey all,

We originally presented the shield in its full color version to Mary Ellen for about:home and she agreed it was right to use full color there. As for red color scheme, we're not tying privacy to one set color scheme, it's just a red header on its site due to it living on the .org site.

The logo is consistent across in its metaphor and shape, just using full color vs 1-color variants which is perfectly fine based on usage.

Comment 16

[mternoway]

Thanks guys, with regards to the colour scheme. I am not completely opposed to the idea of a single colour scheme, but the original idea was more about a focus on the consistent shape of the graphic, ie. the mask within a shield. We felt this was strong and simple and could be used beyond the Privacy Day campaign in various Mozilla palette forms if need be.

Comment 17

[Fabio Rios [:frios]]

Thanks for jumping on a call, Sean and Greg.

We've reviewed the feedback and are comfortable moving forward with the following two snippets.

Snippet 1: Up top will feature the shield recolored to match the landing page (Creative to modify). 

Snippet 2: Standard snippet below the search bar only. Shield graphic re-purposed as icon alongside Privacy Day text.

Comment 18

[Matej Novak [:matej]]

(In reply to Fabio Rios [:frios] from comment #17)
> Thanks for jumping on a call, Sean and Greg.
> 
> We've reviewed the feedback and are comfortable moving forward with the
> following two snippets.
> 
> Snippet 1: Up top will feature the shield recolored to match the landing
> page (Creative to modify). 

Are we keeping the Mozilla "m" next to the snippet text for this one or going with no icon there?

> Snippet 2: Standard snippet below the search bar only. Shield graphic
> re-purposed as icon alongside Privacy Day text.


Matt, let us know if you have any questions. Sean can provide more direction on how to update the graphic above the search bar, if necessary.

Comment 19

[Fabio Rios [:frios]]

Attachment: heart-mozilla.svg

Matej, 

The solo, grey "m" wasn't received well. Also, keeping the area blank leaves an awkward indent on the copy so we need to have an icon.

Greg caught up with me after our meeting on Friday and strongly prefers no Firefox logo on the lower snippet. I'm happy to consider another icon but I realize we only have 2 days. Can you guys have a think about what might work? 

The goal is to be clear that this is our campaign (Mozilla). I came across an icon that has "Mozilla" on it, perhaps we can spell it out as was done here.

Comment 20

[mternoway]

Fabio, I like the heart-mozilla idea...going along the same theme, here is another example we've used showcasing just the 'm' in the heart. 

http://cl.ly/image/1L102h1X0O3I

Comment 21

[Matej Novak [:matej]]

I think the heart distracts here and feels like part of a different campaign. Let's give Matt a chance to think about it and see what he can come up with. Thanks.

Comment 22

[Matej Novak [:matej]]

I've been chatting about this with Matt and we have some ideas, but it will depend on what the copy is. 

For example, if we're talking about four steps, we could use the number 4. If it's about tips, it could be a check mark. If we're telling people to get smart on privacy, it could be something like a light bulb.

Do you have the copy ready that will accompany the takeover snippet? That will help us figure this out.

Comment 23

[Fabio Rios [:frios]]

Matej, see the two strings below. We plan on rotating these. Thanks.

Getting smart about online privacy is easy. Here are a few simple steps from Mozilla to help you get started.

Are you curious about online privacy issues, but not sure why they matter? Here are a few simple things you can do to get smart on privacy.

Comment 24

[mternoway]

Attachment: aboveSearch_PrivacyShield_snippet.jpg

Thanks Fabio. I've updated the layout with both the newest above search shield/mask graphic (provided by Sean) and a below search snippet with newest copy. The idea here is to use a common indicator like a light bulb to highlight 'tips or steps'.

Comment 25

[mternoway]

Attachment: aboveSearch_PrivacyShield_snippet_v2.jpg

Here is an example using the shield/mask as the smaller below search snippet.

Comment 26

[Fabio Rios [:frios]]

Thanks for sending this over Matt. 

Hey Greg, what you think? ^^

Comment 27

[Gregory Jost]

Hi all, I like this! It's simple and not distracting. Whoever animates that bulb with a cool gif gets extra cookie points from me!

Comment 28

[Fabio Rios [:frios]]

Great, sounds like we are good to go. Matt can you share the final files?

Note the small icon is needed in 40x50 as well as 96x96 (mobile).

Thanks all!

Comment 29

[mternoway]

Attachment: general_privacy_snippet_40x50.gif

Comment 30

[mternoway]

Attachment: general_privacy_snippet_96x96.png

Comment 31

[mternoway]

Attachment: general_privacy_snippet_505x327.png

Comment 32

[mternoway]

Attachment: lightbulb_privacy_snippet_40x50.gif

Comment 33

[mternoway]

Attachment: lightbulb_privacy_snippet_96x96.png

Comment 34

[Fabio Rios [:frios]]

Thank you!

Comment 35

[Kohei Yoshino [:kohei]]

It's already 2016 :)