Mozilla’s Firefox is getting a new logo that is meant to reflect that the brand now stands for more than a browser.
“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,” Mozilla explained. “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.”
The first icon is the Firefox masterbrand icon, an umbrella under which all the product lines will live. Mozilla hopes this is what users will think of when they hear the word “Firefox.” The next lines, in order, are as follows: general purpose browser icons including Developer Edition and Nightly colors, singularly focused browser icons Firefox Focus and Firefox Reality, and new applications and services.
But the new brand look “is about more than logos,” the company insists. There’s a new color palette, a new shape system, and a modern typeface. The rebranding is apparently built on four pillars:
• 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.
Mozilla has more logos coming. “We have to stretch our brand guidelines even further in the months ahead.
