“What Does the Fox Say?”
"Mozilla Firefox, or simply Firefox, is a free and open-source web browser developed by the Mozilla Foundation and its subsidiary, Mozilla Corporation."
Mozilla blog post
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.
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.
Images (opinion after)
Through another open design exercise Mozilla has introduced a new family of logos around the “Firefox” brand. Most of us (and the world) recognize the browser logo with the fox enveloping the globe and while that has received its own evolution, the biggest shake-up here is the introduction of a new master brand icon that is a sort of abstraction of the browser icon. On its own it’s interesting enough — perhaps too reliant on gradients — but as an extension of the the ethereal picture we have of the browser icon in our minds I think it’s a great representation. To be honest, I’m not exactly sure why the new master brand is needed — I think we, as humanity — had finally understood that Firefox is part of Mozilla and now we have to understand that Firefox Browser is part of Firefox is part of Mozilla. But I guess we’ll survive. For the browser logo, I think that I should be upset but I’m not passionate about the change either positively or negatively. Maybe I mourn the loss of the fox’s front paw but I sort of like the evolution. The new product icons I don’t like at all. I mean, they are fine and well executed within that realm, I just don’t like the overly ribbon-esque aesthetic and there are simply too many gradients. All of the logos are unified by, yup, a clean geometric-esque sans serif. This one drawn by Sharp Type. It’s nice for sure but… yeah, more of the same. The visual language seems promising, with the bold particle things coming together in interesting compositions — time will tell how those play out. Overall, I feel like a layer of organizational and graphic confusion has been added but it’s all generally fine and engaging.