Symbian is the world's largest mobile phone operating system, with a 60 per cent market share, and can be found on millions of smart phones. In 2008, the Symbian Foundation was established due to the development and distribution of software becoming opensource, which offers a practical accessibility to a software's source code. Landor Associates developed the new non-corporate identity, appealing to the company's primary audience of developers who would create the new applications for the Symbian-powered smart phones. Hand-drawn illustrations and displays of friendly warm hearts express its openness and humanity, which is at the centre of the Symbian community and its technology.