Mozilla's Redesigned Firefox Logo: More Fire, Less Fox, More Diverse

Using web browser is probably the most popular way to browse the web.

While many services have tried to re-create online experiences with apps, web browsers are still the de facto way of the web. Mozilla is one of the big players. It's web browser Firefox, is one of the most popular in the market, competing alongside Google Chrome, Opera, and others.

But with the web that continues growing, Mozilla must be more than just a web browser, and here, it has proven that.

In order to carve out a unique identity, the company has unveiled a redesigned logo which aims to brand its Firefox family of products.

According to a Mozilla's blog post announcing the logo:

"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."
Firefox redeigned logo
Firefox main parent logo, and the logo for Firefox's entire family of products

The first logo, is the main logo is for Firefox's main parent brand.

The second is where the rest comes in: an array of logos to represent the entire family of Firefox products. This include components like Firefox Send, Firefox Monitor, Firefox Lockwise, and of course, the Firefox web browser.

In Mozilla's words, "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."

In common, all the logos share a common color palette that expands the range of possibilities and makes distinctive gradients possible.

For example, they have new shape system that derived from the geometry of the product logos to highlight background patterns, spot illustrations, motion graphics and pictograms. They also incorporate a more modern typeface for product marks.

According to Mozilla, this is "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."

Mozilla has gone way beyond just a browser maker. And with the redesigned logo, the company is showing that it's ready to embrace the future where things can be unpredicted and more diverse.

To do that, the company is building its brand system on four pillars. These pillars present everything Mozilla makes, and also everything it does:

  1. Radical: Mozilla said that it's optimistic about the future of the internet.
  2. Kind: "We want what’s best for the internet and for the world," said Mozilla. This is why the company wants to build better products, start conversations, partner, collaborate, educate and inform. "Our empathy extends to everybody," Mozilla continues.
  3. Open: "We make transparency and a global perspective integral to our brand, speaking many languages and striving to reflect all vantage points," said Mozilla.
  4. Opinionated: Mozilla is certain that it's products can stand against time, and "driven by strong convictions, we’re giving voice to our point of view."

The Firefox brand exploration began since the late 2017 to early 2018.

Mozilla said that it tapped into many talents, including Michael Johnson of Johnson Banks who provided early inspiration while working on the Mozilla brand identity; Jon Hicks, the designer behind the original Firefox browser logo; and Michael Chu of Ramotion who was the driving force behind the new parent brand and system icons.

"As a living brand, Firefox will never be done," said Mozilla. "It will continue to evolve as we change and the world changes around us."

Going even way beyond, Mozilla is also preparing to offer a premium subscription inside of Firefox that could offer users access to VPN and cloud storage services.

Here, the company is looking forward to diversifying its revenue stream, and becoming less reliant on search companies.