Therefore, although I accept all your arguments about “refreshing” the logo, I wouldn’t risk it right now. It’s the user interface, not the icon, that catches new users. Bring some useful changes to the default theme as you did in Fx3, and you’ll get many more new users than by redesigning an already established visual identity.

But, if I’ve to think to a refresh, I imagine a less detailed icon, more stylized, smooth and solid.

ps. It’s strange I commented here yesterday, and referred to Ken Saunder’s Firefox Icon comparison document which he now posted here himself, but my comment has disappeared somehow.

Firstly, it would take a massive campaign equal to if not greater than one promoting the release of Firefox 3.5 itself to get the word out about the new(er) logo or else its impact would get lost (and be wasted). Or it would steal the headlines and steer away attention from all of the new features and implementations that are new to Firefox 3.5. That would be counter productive and defeat one of your intended goals of bringing attention to the new features in Firefox 3.5.

There’s no doubt that press and everyone with a blog would post about the new logo but I’d hate to see, “Mozilla Releases Firefox 3.5 With a New logo. Oh, and There’s Some New Features in Firefox As Well”.

Another important thing to consider which strengthens the argument for having an independent campaign for the new logo is the fact that there are hundreds (if not more) of user created alternative Firefox logos that many people use for official representations of Firefox and a new logo (at this time) might be viewed as just another one of those. There is also the issue (that really frustrates me) where major and reputable news and media outlets use the old, original Firefox 1.0 logo whenever posting about Firefox. I’ve written a detailed post about that on Spread Firefox that clearly and definitively illustrates the differences between the old and current logos.
http://www.spreadfirefox.com/node/3556
If after several years of the current Fx logo being out people are still using the old one, it will take an enormous effort to get the World to use an even newer Firefox logo and dump the current one.

There simply isn’t enough time between now and the release of Firefox 3.5 to plan, organize, and implement an effective enough campaign to address these issues and give the new logo the proper attention that it warrants.

For now, I’d focus on the firstrun page and really hype up and design it so that users are well aware of how Firefox 3.5 is better and different then any previous versions. Don’t just add a link to the release notes page, present it in an enticing and exciting way like you would if you were redesigning the front page of Mozilla.com. Any other way would be insulting to the tens of thousands (if not more) people who have contributed to Firefox 3.5.

I’d also hook up with Mary Colvig about creating a Firefox 3.5 What’s New workshop as part of the Firefox 3.5 Launch campaign.

Please, save the new logo for Firefox 4. It’s marketing value would be much greater and it would allow for enough time to get a strategic marketing and awareness campaign in place.