{"id":770,"date":"2019-06-11T09:23:07","date_gmt":"2019-06-11T16:23:07","guid":{"rendered":"https:\/\/blog.mozilla.org\/opendesign\/?p=770"},"modified":"2019-06-11T21:02:24","modified_gmt":"2019-06-12T04:02:24","slug":"firefox-the-evolution-of-a-brand","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/","title":{"rendered":"Firefox: The Evolution Of A Brand"},"content":{"rendered":"<p>Consider the fox. It\u2019s known for being quick, clever, and untamed \u2014\u00a0attributes easily applied to its mythical cousin, the \u201cFirefox\u201d 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.<\/p>\n<p>The \u201cFirefox\u201d you\u2019ve 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\u2019s 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\u2019s just the beginning of the new Firefox family.<\/p>\n<p>Now Firefox has a new look to support its evolving product line. Today we\u2019re introducing the Firefox parent brand \u2014 an icon representing the entire family of products. When you see it, it\u2019s your invitation to join Firefox and gain access to everything we have to offer. That includes the famous Firefox Browser icon \u00a0for desktop and mobile, and even that icon is getting an update to be rolled out this fall.<\/p>\n<p>Here\u2019s a peek behind the curtain of how the new brand look was born:<\/p>\n<div class=\"video-container\">\n<iframe loading=\"lazy\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/eYvsIenveTY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div>\n<p><b>Design beyond identity. <\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-784 aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Logos_Family.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Logos_Family.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Logos_Family-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Logos_Family-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Logos_Family-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p>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.<\/p>\n<ul>\n<li>A new color palette that expands the range of possibilities and makes distinctive gradients possible.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-798 size-full\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Color1.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Color1.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Color1-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Color1-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Color1-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<ul>\n<li>A new shape system derived from the geometry of the product logos that makes beautiful background patterns, spot illustrations, motion graphics and pictograms.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-799 size-full aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Shapes.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Shapes.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Shapes-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Shapes-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Shapes-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-788 aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Join_20Firefox_20more_20than_20just_20a_20browser.gif\" alt=\"\" width=\"587\" height=\"331\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-802 size-large aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Screen-Shot-2019-06-10-at-7.46.16-PM-600x452.png\" alt=\"\" width=\"600\" height=\"452\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Screen-Shot-2019-06-10-at-7.46.16-PM-600x452.png 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Screen-Shot-2019-06-10-at-7.46.16-PM-300x226.png 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Screen-Shot-2019-06-10-at-7.46.16-PM-1000x753.png 1000w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/Screen-Shot-2019-06-10-at-7.46.16-PM.png 1148w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-803 size-full aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Illustration.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Illustration.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Illustration-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Illustration-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Illustration-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<ul>\n<li>A modern typeface for product marks with a rounded feel that echoes our icons.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-797 size-full aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Typeface2.jpg\" alt=\"\" width=\"1400\" height=\"588\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Typeface2.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Typeface2-300x126.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Typeface2-600x252.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Typeface2-1000x420.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<ul>\n<li>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.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-796 size-full\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Accessibility2.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Accessibility2.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Accessibility2-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Accessibility2-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Accessibility2-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p><b>Meaning beyond design. <\/b><\/p>\n<p>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.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-775 aligncenter\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/PDP-sticker-RGB.png\" alt=\"\" width=\"245\" height=\"308\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/PDP-sticker-RGB.png 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/PDP-sticker-RGB-300x378.png 300w\" sizes=\"(max-width: 245px) 100vw, 245px\" \/><\/p>\n<p>The brand system is built on four pillars, present in everything we make and do:<\/p>\n<p><b><span style=\"color: #ff00ff;\">Radical.<\/span> <\/b>It\u2019s a radical act to be optimistic about the future of the internet. It\u2019s a radical act to serve others before ourselves. We disrupt the status quo because it\u2019s the right thing to do.<\/p>\n<p><span style=\"color: #ff00ff;\"><b>Kind. <\/b><\/span>We want what\u2019s 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.<\/p>\n<p><span style=\"color: #ff00ff;\"><b>Open. <\/b><\/span>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.<\/p>\n<p><span style=\"color: #ff00ff;\"><b>Opinionated. <\/b><\/span>Our products prove that we are driven by strong convictions. Now we\u2019re giving voice to our point of view. While others can speak only to settings, we ground everything in our ethos.<\/p>\n<p><b>The end of the beginning <\/b><\/p>\n<p>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.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-800 size-full\" src=\"http:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_People.jpg\" alt=\"\" width=\"1400\" height=\"770\" srcset=\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_People.jpg 1400w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_People-300x165.jpg 300w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_People-600x330.jpg 600w, https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_People-1000x550.jpg 1000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p>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.<\/p>\n<p>Finally, we\u2019re grateful to everyone who has commented on this blog with your passionate opinions, critiques, words of encouragement, and unique points of view.<\/p>\n<p><b>Tell us. We can take it.<\/b><\/p>\n<p>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\u2019re interested in hearing your reaction to what we\u2019ve done so far. <b>Feel free to let us know in the comments below. <\/b>Thanks for being with us on this journey, and please stay tuned for more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consider the fox. It\u2019s known for being quick, clever, and untamed \u2014\u00a0attributes easily applied to its mythical cousin, the \u201cFirefox\u201d of browser fame. Well, Firefox has another trait not found &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/\">Read more<\/a><\/p>\n","protected":false},"author":1302,"featured_media":776,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"coauthors":[287279],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Firefox: The Evolution Of A Brand - Mozilla Open Design<\/title>\n<meta name=\"description\" content=\"Branding and brand design for Firefox. Brand identity and brand expression. Firefox web browser brand evolution. Masterbrand and product brand system.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tim Murray\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/\",\"url\":\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/\",\"name\":\"Firefox: The Evolution Of A Brand - Mozilla Open Design\",\"isPartOf\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/firefox-the-evolution-of-a-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.mozilla.org\/opendesign\/files\/2019\/06\/FX_Design_Blog_Header_1400x770.jpg\",\"datePublished\":\"2019-06-11T16:23:07+00:00\",\"dateModified\":\"2019-06-12T04:02:24+00:00\",\"author\":{\"@id\":\"https:\/\/blog.mozilla.org\/opendesign\/#\/schema\/person\/70d26c3cc5645b525299dd11f03f31b6\"},\"description\":\"Branding and brand design for Firefox. 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