Pentagram design Mozilla’s new internet-savvy editorial platform Nothing Personal

“The dream of a free and open Internet isn't dead – but in 2025, it’s definitely more complicated,” says co-matter strategist Severin Matusek on Mozilla Foundation’s brand new countercultural editorial platform, Nothing Personal. Introducing the “post-naive internet”, Nothing Personal is launching a new space for an era of internet optimists who oppose the age of subscription models, ad schemes and accelerating AI slop – platforming what the co-matter trio (Severin, Nick Houde and Paloma Moniz) describe in writing as “a small but growing crowd of people building structures shaped around the core values of their community”, and Nothing Personal’s design, spearheaded by Pentagram, follows that bright spirit.

“Mozilla approached us with a brief that was both strategic and philosophical: to create an editorial identity that could live inside the Mozilla ecosystem while questioning the internet culture that produced it,” says Pentagram partner and designer Natasha Jen. “In essence, it needed to belong and rebel at the same time.” Using Mozilla’s typographic DNA to create a voice that winks at the system from within, the team approached with tongue-in-cheek humour, as if to literally say “hey, it’s nothing personal”. But for the readers, it is, that’s why Paloma Moniz’s hero image is a mood board of people intertwined in the tangles of the web.

The NP. mark is “deliberately simple”, focusing on a character that comes from its behaviour rather than its look. “It often overlays imagery, not to obscure but to create another layer of meaning. It becomes both a window and a veil, echoing how identity functions online – always present, always mediated,” says Natasha. The colour system is bright and “contrasty”, creating tension and urgency, and feels almost provocative in the way it is stamped over images. Built on Mozilla’s own topographic family, it’s large, direct and “a little awkward” says Natasha, holding the energy of a headline and the immediacy of the editorial.

“The graphic language relies on solid blocks, borders, and framing devices that recall the architecture of the web,” continues the designer. “In composition, these elements act almost editorially: punctuating, containing, commenting. The art direction leans into contrast rather than harmony.” The friction and personality of the mark is what gives the site a ton of its personality, promising an edgier and more awakened point of view on internet culture.

“The visual world moves between lo-fi and hi-fi, between sincerity and irony,” says Natasha. “It borrows from early internet vernacular – pop-ups, chat windows, browser bars – and treats them as contemporary folklore.” It’s a purposeful diversion from “seamless execution”, to embrace interruption as a part of the human mark on the fabric of the internet. Nothing Personal’s editor Bourree Lam sums it up: “Technology in the media can often be portrayed as something intimidating, through illustration we want to re-emphasise that people are the subjects not the objects.” Welcoming the DIY glitchiness of the internet, this editorial platform seeks to cut off the fat and make people laugh at the same time as challenging us to wise up to the tricks of the crooked companies and brands that use the internet to push their agendas.