Categories: General

Firefox: The Evolution Of A Brand

Consider the fox. It’s known for being quick, clever, and untamed — attributes easily applied to its mythical cousin, the “Firefox” of browser fame. Well, Firefox has another trait not found in earthly foxes: stretchiness. (Just look how it circumnavigates the globe.) That fabled flexibility now enables Firefox to adapt once again to a changing environment.

The “Firefox” you’ve always known as a browser is stretching to cover a family of products and services united by putting you and your privacy first. Firefox is a browser AND an encrypted service to send huge files. It’s an easy way to protect your passwords on every device AND an early warning if your email has been part of a data breach. Safe, private, eye-opening. That’s just the beginning of the new Firefox family.

Now Firefox has a new look to support its evolving product line. Today we’re introducing the Firefox parent brand — an icon representing the entire family of products. When you see it, it’s your invitation to join Firefox and gain access to everything we have to offer. That includes the famous Firefox Browser icon  for desktop and mobile, and even that icon is getting an update to be rolled out this fall.

Here’s a peek behind the curtain of how the new brand look was born:

Design beyond identity.

This update is about more than logos. The Firefox design system includes everything we need to make product and web experiences today and long into the future.

  • A new color palette that expands the range of possibilities and makes distinctive gradients possible.

  • A new shape system derived from the geometry of the product logos that makes beautiful background patterns, spot illustrations, motion graphics and pictograms.

  • A modern typeface for product marks with a rounded feel that echoes our icons.

  • An emphasis on accessible color and type standards to make the brand open to everyone. Button colors signal common actions within products and web experiences.

Meaning beyond design.

Privacy is woven into every Firefox brand experience. With each release, our products will continue to add features that protect you and alert you to risks. Unlike Big Tech companies that claim to offer privacy but still use you and your data, with us you know where you stand. Everything Firefox is backed by our Personal Data Promise: Take Less, Keep It Safe, No Secrets.

The brand system is built on four pillars, present in everything we make and do:

Radical. It’s a radical act to be optimistic about the future of the internet. It’s a radical act to serve others before ourselves. We disrupt the status quo because it’s the right thing to do.

Kind. We want what’s best for the internet and for the world. So we lead by example. Build better products. Start conversations, Partner, collaborate, educate and inform. Our empathy extends to everybody.

Open. Open-minded. Open-hearted. Open source. An open book. We make transparency and a global perspective integral to our brand, speaking many languages and striving to reflect all vantage points.

Opinionated. Our products prove that we are driven by strong convictions. Now we’re giving voice to our point of view. While others can speak only to settings, we ground everything in our ethos.

The end of the beginning

The Firefox brand exploration began more than 18 months ago, and along the way we tapped into many talents. Michael Johnson of Johnson Banks provided early inspiration while working on the Mozilla brand identity. Jon Hicks, the designer behind the original Firefox browser logo, was full of breathtaking design and wise advice. Michael Chu of Ramotion was the driving force behind the new parent brand and system icons.

We worked across internal brand, marketing, and product teams to reach a consistent brand system for our users. Three members of our cross-org team have since moved on to new adventures: Madhava Enros, Yuliya Gorlovetsky, and Vince Joy. Along with Mozilla team members Liza Ruzer, Stephen Horlander, Natalie Linden, and Sean Martell, they formed the core working team.

Finally, we’re grateful to everyone who has commented on this blog with your passionate opinions, critiques, words of encouragement, and unique points of view.

Tell us. We can take it.

As a living brand, Firefox will never be done. It will continue to evolve as we change and the world changes around us. We have to stretch our brand guidelines even further in the months ahead, so we’re interested in hearing your reaction to what we’ve done so far. Feel free to let us know in the comments below. Thanks for being with us on this journey, and please stay tuned for more.

109 comments on “Firefox: The Evolution Of A Brand”

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  1. Anonymous wrote on

    Great, finally designers who think about accessible colors (which should be normal but usually is an afterthought, if at all, for those color “blind” people, which is a misnomer).


    I like the new design.

    The only criticism would be that the other logos look quite different from the Firefox one, besides the colors (even if they are recognizable clearly).
    I feel like there would need to be some common shape shared by all (including the round Firefox logo).

    But I assume others have made similar suggestions already.


    1. Milo wrote on

      Yeah, especially those reds are accessible as hell…


  2. Brahim Romdhane wrote on

    As a Designer, I can say the browser logo is dope. it has everything a logo should, really fresh and looking modern, the Firefox logo (not the one with the fox) is also good not as good as the browser’s logo but it feels much closer to the identity than the other logos. I don’t really like the other logos perhaps the firefox logo had a much better look because the orange color palette isn’t really on the same shape and it shows the globe and the firefox separately. Meanwhile, the other logos have the purple/orange on the same object as if they were really just mixed by stepping on each other. maybe a shadow between the colors will fix it or maybe a new playfulness on the colors will.

    Anyways great step ahead. keep being creative would love to join the creative team :P !


  3. Tanja wrote on

    How about a wallpaper with the new logo on top? Would love it!


  4. dc_coder_84 wrote on

    When I first saw the firefox logo I wondered about the “strange” ending of the fox tail. It looked cropped. Then I realized that is not the ending. Some of the tail is behind the earth and the top point is the end of the tail. Maybe this should be more clear…


  5. Nevralgeek wrote on

    The new main Mozilla logo looks really great.
    Good job.

    But colors in the other logos (especially Send, Monitor, Lockwise) don’t fit at all.
    When I look at the zoomed in version I can understand what you tried to do, but in the small version, the gradient seems to be looped, so the blue is next to orange. That is unpleasant.


  6. Steve wrote on

    I’m sure my views are not going to be popular. The colors seem a bit bland to me. Improvements that allow gradients sound like a nice step in the right direction. But for me, I want to see a GUI where I can right-click on any GUI element and set the Font (style, size, etc.), and can set foreground and background colors. If it is in the system, I should be able to set to it.

    I have a vision impediment. I am finding that I have to set fonts to bold most of the time on everything. Cutesey low-resolution pictures (Icons) just don’t cut it for me. That being said, I would like to see the GUI adopt an LCARS standard, myself, but I realize that is asking too much. Just like asking you to abandon RUST would probably be too much, though it is highly desirable, too.


    1. Milo wrote on

      Exactly! Plus, there’s a ton of LGBT+ propaganda in it…


      1. Tim Murray wrote on

        Thanks for contributing, Milo. Mozilla proudly supports freedom for all and is a far stronger, smarter organization thanks to the diversity of our workforce and volunteer community.


  7. Zero_83 wrote on

    In all honesty I like and dislike it.

    Let’s start off with the dislike first. The fox, even though it’s just a tail, makes it seem like it’s running away. As you can no longer see the fox’s body. In that HUGE negative space in the center, you could of easily put a fox’s head or partial head with a black tipped ear or something. To at least show the fox is still there. The other thing is it just feels so weird and alone without the globe. The thing that marked you are everywhere in the world for all user’s. Now it just seems that you’re being recluse.

    As for the like. I do like the colors used. I’ve always been very fond of hard blocking that fades off into a base color with soft shading of different colors to give it some character and life. The purple plays very well with the orange. Though the red seems a bit out of place even though I know it’s meant to represent the “fire” and shading. But it’s just kind of…well it’s very harsh and a very sharp red.

    That’s my opinion. I really hope you take everything said by everyone, maybe think about the logo as a whole, and not be like everyone else. I know everyone is doing simplicity in their logos…but out of everyone…your’s stood out the most and it’s easily recognizable. Now it’s just…a tail…in a spin. Like it cannot make up it’s mind. *sighs* Good luck Firefox!


  8. Spandan Sinha (spandan888) wrote on

    the old logo feels outdated now, and with firefox fenix on android, we need the new variants of the logo on all channels – beta, developer and nightly for all platforms.


  9. Nikki wrote on

    You asked for feedback, and I have some.
    While I personally do not really feel for the abstractiness of the new logotypes, I am quite happy over the new choice of colour palette and fluid design. The introduction of gradients is very pleasing to the eye and very fitting of the new message you want to send as a part of the Firefox family.
    I believe bringing such new palettes and gradients to the current Firefox Browser Logo would be a very new albeit recognizable logo.
    I look forward to any new updates to the brand design!

    Best of luck!


  10. Youkounkoun wrote on

    Ugly, sorry.


  11. jen wrote on

    I love the colour palette! two feedback items:

    – i miss the fox on the firefox logo
    – the lock logo is really unclear and unidentifiable to me. I have no idea what it is I’m looking at.

    Overall I think it’s a smart looking change, well done. :)


  12. João Munhoz wrote on

    I like it! Though I’ll miss the firefox hugging the globe… it was cute. Great work from the design team!


  13. Praveen Kumar wrote on

    I really loved the previous one without any modifications. Have to accept it with heavy heart. Atleast please change the shape to look like a fox. That’s the identifier


  14. Vitor Ferreira wrote on

    I really like it the the new design,is modern and matches almost everything.
    Any idea when the browser icon will change?


    1. Tim Murray wrote on

      The updated browser icon will be tied to a product release in the fourth quarter of the year, fall in the northern hemisphere. Thanks for the comment!


  15. John wrote on

    I find the “general” Firefox logo quite pleasing to the eye. It makes me think “speed”, much more so than the browser logo – which, on the other hand, mainly evokes “safety” (even though this effect is slightly weakened by the missing paw).

    There seems to be a strong discrepancy between the “solid” general and browser logos and the “fragile” non-browser product logos. Maybe that’s not really a bad thing, as I would expect the browser to remain the central product.

    I agree with James’ comment that the Lockwise logo “looks more like a profile silhouette than a lock”. In fact, if it wasn’t for that comment, I wouldn’t even have realized that this logo might be intended to symbolize a lock – even though “lock” is right in the product name.


    1. Tim Murray wrote on

      Thanks for taking the time to write, John. Since Lockwise protects your passwords – a individual part of your online identity – the logo is deliberately intended to suggest a lock and a human profile. Meaning is in the eye of the beholder. Rorshach FTW!


      1. John wrote on

        I see, thank you Tim! I still cannot quite make my brain “see” the lock – but then again, that blue dress (“the dress”) always looked white to me. :)


  16. Miles Clennell wrote on

    In general I’m liking the redesign. Personally I like the brand logo more than the browser logo and would use the brand logo in place of the browser one.
    My main issue is the Firefox Send logo, seriously it’s upside down. It’s not sending it’s downloading!


  17. Tom wrote on

    I love Firefox, and I’ve used it for such a long time, since I was a child. I’ve been using it on both my PC and my Android smartphone. A few of my family members have also had Firefox on their various devices, mostly thanks to me. I’m very proud of that, because I think that having an alternative is always important, especially when the alternative seems to care about their user’s privacy and freedom. I’m really glad that you’ve been trying to do your own thing, that you keep your own browser engine, and simply that you’re there. I feel that you’re greatly underrated and hope that it’s about to change in the future.

    I generally think that the new logos look pretty nice, but I have a few suggestions concerning the browser logo, and I’ve also seen some of them in other comments. I love the new tail, but I’d like to see the little paw back. Maybe you could also try making the Earth look more like the Earth again, with some subtle outline of the land? Something a bit like in the previous Firefox logos. I know that simplicity is modern and trendy, but I believe that it could still look modern even with the suggestions. And if not, then maybe at least you could make the planet bigger, along with making it bluer again, instead of the almost all purple and pink look. You’ve probably tried at least some of the stuff that I’ve mentioned, but well, I think that it might still be worth mentioning. To be clear, I truly do appreciate that you want to evolve, change some stuff, grow, but maybe you could still incorporate some of the elements, make some changes, at least try them out and see.

    We love Firefox, we love you all, and we care, so please, consider our opinions and show us that we really are a part of Firefox.


  18. Jonas Tkacz wrote on

    Quick question, why?

    I’ve been an extremely passionate Firefox user since The day I started using the Internet. I’ve always associated the fox with free and open Internet. I’ve loved when you’ve changed the logo in the past because it always stayed true to it self, it was just a bit of anew look. This just reminds me of apple, making things minimalistic, and simple for no reason. Either way, you guys do you, I’ll always be pushing Firefox on people, and even if I end up compiling the browser from scratch just to change all the logos, I’ll always love the fox.


  19. Sunny Joshi wrote on

    Loved the logo and omg the colors! So good!
    Great branding exercise! Only feedback would be the icons, Firefox send looks like receive, monitor looks like search and lockwise looks like profile or user.


  20. MuchachoCaracio wrote on

    Wow, i really like the video. Really honest an open. The new Icon is cool to, its more minimal. The fox is a bit lost, but if you know the logo before you can still recognize the evolution. Great job, the video made it better!


  21. Carl wrote on

    I’m not a fan of the new logo. But was I dislike even more is the erosion of the Firefox brand. It’s really hard to build a brand and then the brand is build, and changing a brand is even harder. Look at the OpenOffice vs LibreOffice case, where today OpenOffice is more searched across the web than LibreOffice or the OwnCloud vs NextCould case. It would have been better to strengthen the Mozilla brand, which is already recognized by a lot of web developers for the amazing documention.

    Sorry for my bad english ;)


    1. Eric Nicholls wrote on

      I was wondering about that as well. where is Mozilla left in all of this?
      Why aren’t the new services under Mozilla like Mozilla Monitor, Mozilla Send, etc?


  22. Gonzalo Campos wrote on

    The branding would make more sense as Mozilla Send for example, more recognition to Mozilla and maybe it would help to get more donations.

    Also the planet of the Firefox Browser new logo is small and makes it look like Chrome. The actual logo is perfect don’t change it!!


  23. Fanasi Kerim wrote on

    I like the design in terms of the simplicity and the colors but what I really don’t like is the transparency in the middle of the logo. I can not imagine how ugly this might look with different backgrounds. A logo should be closed in design and the very center of a logo should never be exposed to the background.


  24. Eric Nicholls wrote on

    I like the new Logo. Thank you.


  25. Mike wrote on

    Every logo redesign iteration makes the “fox” part more and more abstract.
    Guess next time it will be something like “spirit of the fox is still there, it’s just you cannot see it” just like Earth had already been abstracted down to some blue… um.. circle? sphere?

    Stepping back from logo itself, it looks like you guys take wrong way trying to put every related service under ‘Firefox’ brand and then comes this attempt to stretch browser brand to ‘browser and bunch of services’ brand and sure it’s going hard – just because it shouldn’t be done at all. All of those should be ‘Mozilla’ whatever, not ‘Firefox’.

    Look, Chrome is one of Google most used products but Google doesn’t try to every slightly Chrome-related service under ‘Chrome’ brand. I think you shouldn’t be trying too.


  26. M wrote on

    The new firefox logo looks beautiful! However I liked the old browser logo more due to the stronger/clearer blue. I think it fits better than the lila/violet.


  27. Milo wrote on

    Well, it looks like you folks at Mozilla don’t need to change the avatars to the LGBT+ ones once in a while. Now you have it like forever in the rainbow colors…


  28. bring back foxy wrote on

    tbh, when I was a kid that fox was the reason download and start using firefox back then when on version 1.something. it’s a bit sad that foxy is gone. forever.


  29. Sean O’Reilly wrote on

    I miss the fox.

    Browser logo with ‘foxhead’ shape is so easy to understand, so simple and so neat, it will sit anywhere and you know it’s Firefox.
    Colours have a lovely modern feel.
    Well done.


  30. Finway wrote on

    Main logo is good !
    others are Instagram color/gradient…

    And I do not like the railway-style on send/monitor/lock/… ; maybe without empty center would be better

    Thanks o/
    Keep going on


  31. A firefox user wrote on

    I really like Firefox. I use it everyday. Also, the new design is really nice.

    *But*, I don’t like at all the name “Opinionated” for a pillar of Firefox. For me, Opinionated refers to somebody that blindly/religiously follows an arbitrary principle and won’t change its opinions even if he understand that they are wrong. This is in total contradiction with the message you wan’t to deliver! I’m not sure about which world to replace it but Ethical could be a fit!


    1. Tim Murray wrote on

      Thanks for writing. The way we’re defining it, “Opinionated” means that we’ll be clear about our point of view around topics like the privacy of the people who use our products. Take our Personal Data Promise, which defines how Firefox treats your personal information differently than the tech giants. What holds “Opinionated” back from sliding into an argumentative stance is our commitment to also being “Open.” Open to new ideas, different points of view, and the opinions of others. Firefox in fact stands at the balance point of all four of these characteristics – Radical, Opinionated, Open and Kind – and if we do our jobs right as communicators, all four will be evident in everything we make, in proportions right for the situation and audience. Some situations may call for us to be more opinionated and radical, for instance, but we should never forget to be kind and open as well.


  32. aiman amine. wrote on

    Although I’m finding the rounded lines style to be a bit boring on the solutions icons, I salute the whole “open-source” approach, and the spirit of “participation and transparency” the creative team had to remain accountable to; And it’s what makes it a good example of user centered design done beautifully and.. carefully!

    As for keeping the brand options open.. I guess that only the willingness to embrace continuity and change can answer the question asked at the beginning : “When do we know when it’s done?”


  33. Alexey wrote on

    I’ve just realised that there is one more great closely related product, which was not mentioned here: Pockets!

    It would be great to update Pockets to the new brand design as well.

    The website says that it is “An award-winning app from Firefox”, but currently, it feels a bit isolated from the Firefox product family.


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