We speak to the Conscious Chooser, which we define as people who make an effort to purchase brands and support the organizations that align with their personal values and beliefs.

Within that group, we prioritize two user segments which we believe are more likely to be engaged by our brand.

Our brand personality helps us cultivate a shared vision for our brand, so we can achieve consistency in everything we put into the world. These four words, when taken together, describe how we come across in our tone, design and spirit. You’ll see these words repeated several times throughout the guidelines, as we define them for design, tone of voice, and specific communication channels.

As with all aspects of our brand expression, our tone of voice is guided by our brand personality – translating those traits into actionable writing direction.

We assert an informed point of view, grounding that POV in proof and truth. We speak with confidence and authority, guided by our convictions and focused on solutions. We don’t qualify or hedge. We choose strong verbs over adverbs, and clarity over comprehensiveness. And it’s always in service of the user. We never go so far as to feel bossy, accusatory or know-it-all.

We think about and write for everyone, challenging ourselves to find warmth, humor and brevity that translates – across cultures, generations and languages. We consider accessibility and inclusion in every sentence we write. We strive to be ungendered – speaking in the second person “you” most often, but choosing “they” when we speak about users either singular or plural. We practice transparency, sharing the why and how behind what we do – not just the what. And we are always open to and inviting of other perspectives.

We are radically optimistic. We foresee a vibrant future ahead, and we paint the picture of how we can build it together. We don’t “float above” what we’re describing – we use language to evoke feeling, memory, connection, optimism. Energy. We take calculated risks, looking for moments to push the conversation further than we’ve been before. But we don’t get Pollyanna about the future, and we never shock for shock’s sake.

We approach every conversation in the spirit of collaboration. We speak to you with warmth, empathy and understanding – like a person, not an algorithm. We respect, inform and empower users. But we don’t get too familiar or chummy. And we never deliver a dissertation when a single line will do. We stay focused on you and what will serve you best in each moment.

Parent brand logo and usage

We use the Firefox parent brand logo to represent the entire Firefox ecosystem including browsers, products and services. It appears in places where people encounter all of our offerings, such as web pages covering setting up or signing in to an account with Firefox or events hosted by the Firefox brand.

Brand Palette

Our new brand palette consists of eight core hues — one more than the standard rainbow — used as solids and gradients.

Accessibility

We’ve also defined comprehensive accessibility standards with regard to color, in the hope that our experiences can be used by everyone everywhere. Here’s an example:

Signal Colors

We use specific colors to signal particular actions and confirmation in our products.

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

Type Scale

Metropolis Bold for Headings and Inter Regular for body copy: