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FIREFOX OS BRAND IDENTITY GUIDELINES Version 1.5 July 09, 2013


Foreword

The Firefox OS brand

We’re a phenomenal organization. An Internet pioneer, driven by conviction in a brighter future for the Web, supported by a global developer community and beloved by millions the world over. So what’s next for Firefox? The world’s gone mobile. And to further our mission we need to create new Web experiences that can reach everyone’s pocket. This is where Firefox OS comes in, giving us a new opportunity to change the game for the next 2 billion. This document lays out the building blocks of the Firefox OS brand. Use this as the strategic and visual foundation to inspire and create new communications and experiences for the Firefox OS brand.

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Contents

4 BRAND STRATEGY 5 Brand purpose 7 Brand principles 9 BRAND USAGE 10 Brand usage overview 11 Overview of licensing agreements 12 Brand licensing framework 14 White Label license overview 15 Powered By: Firefox Inside license overview 16 Powered By: Firefox Inside sample executions 17 Licensed partner brand placement 18 Licensees approvals 19 BRAND ELEMENTS 20 Firefox OS identity principles 21 Elements at a glance 22 Wordmark 26 Color and gradients 29 Typeface 33 Tone of voice 36 The Fox 41 Product photography 42 CONTACT

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Brand Strategy

BRAND STRATEGY

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Brand Strategy

Our purpose Our role in the world

FIREFOX OS IS A CATALYST FOR INDIVIDUAL AND COLLECTIVE PROGRESS.

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Brand Strategy

Our purpose Our role in the world

We have always fought to keep the Web open so innovation and creativity can flourish.  Because we believe that each and every one of us has the right to information and inspiration that will expand our perspectives, increase our abilities and maximize our impact. We believe life is too short to live inside someone else’s walls. And we believe the more we’re connected, the further we can go.   But for the Internet to live up to its potential, everyone needs access. Now with Firefox OS, we’re making it possible for more people to take advantage of the full power of the Web—giving you the freedom to blaze your own trail, amplify your voice, control your destiny, transform the future.    Join us—and stake your claim in shaping tomorrow.

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Brand Strategy

Our principles Ideas we live by

EMPOWERING DISRUPTIVE DYNAMIC OPTIMISTIC INCLUSIVE

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Brand Strategy

Our principles Ideas we live by

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Empowering

We give more people the freedom to access the Web and exercise personal choice and control over the information and inspiration that makes a real difference in their lives.

Disruptive

We are catalysts for progress and innovate for the public good through the contribution of many.

Dynamic

We are fun, confident, spirited and always on the move, creating experiences that bring smiles to people’s faces.

Optimistic

We believe the open Web will enable a better future and create mobile experiences that can transform the lives of people everywhere.

Inclusive

We value creativity and diversity, and invite people to join the global playing field while providing the best local content.


Brand Usage

BRAND USAGE

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Brand Usage

Brand usage overview

Mozilla has worked tirelessly to develop the trust and respect of its many end users around the world and protecting the integrity of the Firefox OS brand is of paramount importance to Mozilla. Each partner must enter into an agreement with Mozilla before using any tiers of branding aside from “White Label� devices. That agreement describes the requirements for each tier of branding. Upon fulfilling those requirements, partners may use the branding in the manner described by the following guidelines. Any questions regarding these branding guidelines should be addressed to your program manager at Mozilla.

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Brand Usage

Overview of licensing agreements Firefox OS is offered in two configurations that strive to balance delivering a consistent experience and meeting user expectations of what Firefox OS is all about with flexibility.

Phone

Operating system (Code)

Type of endorsement

Criteria met by partner, e.g.,

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White Label

Branded

Name chosen by OEM

Name chosen by OEM

White Label

Firefox OS (product)

based on mozilla technology

Powered By: Firefox Inside

Product, technical and commercial

Product, technical and commercial

requirements are detailed in the

requirements are detailed in the

Firefox OS Distribution Agreement.

Firefox OS Distribution Agreement.

Mozilla Technology badge at 10%

– Firefox OS wordmark, Unleashed Fox asset, Firefox OS typeface, brand colors, people/product photography at 50%

Marketing support available, e.g.,

Firefox OS share of voice allowed

– Partnerships, community and event support

Up to 10%

Up to 50%


Brand Usage

Brand licensing framework Operators and OEMs with a Firefox OS licensing agreement may use brand elements when creating executions such as packaging and other communications. The level of licensing agreement determines the set of brand elements available for use.

White Label A partner may choose to simply take an unbranded version of the B2G build available on GitHub at: https://github.com/ mozilla-b2g/B2G and modify it as needed, without any Firefox OS branding. A partner creating white label devices may (but is not required to) use the “based on mozilla technology” brand asset but only in the way described in this document. Powered by: Firefox Inside A partner that wishes to employ any Firefox OS branding must comply with the requirements detailed in the Firefox OS Distribution Agreement for the “Powered by: Firefox Inside” branding tier.

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Brand Usage

“based on mozilla technology” Badge

Firefox OS wordmark

Typeface

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Messaging

White Label

Powered By: Firefox Inside

Open Sans

Brand messaging

Aa Aa 123 123 POWER UP Aa Aa 123 123 Product messaging LIBERATINGLY Aa Aa 123 123 LOCAL

Color palette & gradients

Fox illustrations

People photography

Product photography


Brand Usage

White Label

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Brand elements

“White label” devices may not use any Firefox OS branding, but can use the “based on mozilla technology” mark for only up to 10% of total messaging. Any questions regarding these branding guidelines should be directed to your program manager at Mozilla.

Badges

Sample executions

OEM-led packaging IMPORTANT: Sample execution imagery is NOT for use. These photographs are provided as examples to help illustrate the style.

Start-up screen


Brand Usage

Powered By: Firefox Inside Partners creating devices to meet the “Powered By: Firefox Inside” branding specifications must meet the additional requirements for such branding detailed in the Firefox OS Distribution Agreement. Once Partner has met such requirements, Partner may use the full set of brand assets associated with the “Powered By: Firefox Inside” branding tier outlined in on this page. The Firefox OS wordmark and Unleashed Fox visual identity assets available for marketing communications at no more than 50% of total messaging

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Brand elements

Wordmark

Firefox orange

Firefox light orange

Orange gradient Firefox blue

Firefox light blue

Blue gradient Firefox OS brown

Mozilla charcoal

Open Sans

Aa Aa 123 123 Aa Aa 123 123 Aa Aa 123 123

Color & gradients

Typeface

The Fox

People photography

Product photography


Brand Usage

Powered By: Firefox Inside sample executions

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Firefox Inside applications

Packaging The full range of Firefox OS brand elements may be used when creating Powered By: Firefox Inside packaging. The Firefox OS wordmark, color and gradients, typeface, and Fox illustrations can all be applied in different combinations, as seen in the examples shown here.

Device manufacturer led packaging

IMPORTANT: Sample execution imagery is NOT for use. These photographs are provided as examples to help illustrate the style.

Operator-led packaging

Available for use by Powered By: Firefox Inside licensees only


Brand Usage

Licensed partner brand placement

Scale

In co-branding relationships, scale partner brands to be visually equal.

The examples on this page show how to create the graphic relationship between the Firefox OS and licensed partner brands. Scale Base the size of the Firefox OS wordmark on the licensed partner brand. Create a visually equal size relationship between the brands. Alignment Always make sure the brands are aligned. The brands should be left or right aligned, or aligned along the bottom margin.

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To help maintain visual balance, align brands to the center horizontal axis.

Alignment


Brand Usage

Firefox OS Marketing Material Approval Process

We’d like to work with your team to ensure that your Firefox OS communication can be as exciting and effective as possible. To that end, we’re proposing the following process: Firefox OS Marketing Review 1. Initial review of adherence to Firefox OS brand guidelines should happen between your team’s marketing department, and any external partners you are engaging to develop materials on your behalf (advertising agencies, design firms, etc.). 2. Once your initial review is complete, it’s ready for the Firefox OS Marketing team. Please upload your materials to a shared server system (BOX, Google Drive, or whatever your organization employs) and send a notice to firefoxosmarketing@mozilla.com. 3. We will acknowledge receipt within 48 hours, and will review your materials within 10 working days of acknowledging receipt. Please note that 10 days is an average engagement, and we will make every attempt to provide feedback sooner. Please note that: • adjustments to your marketing materials may be needed in order to comply with the Firefox OS brand guidelines. If adjustments are required, the approval process would begin again (hopefully on an expedited timeline). • for the Powered by: Firefox Inside tier of branding, you will also need to provide builds of devices under a separate process for review by Mozilla per your license agreement. • per your licensing agreement, Mozilla’s prior written consent must be obtained before publishing any material containing Mozilla’s marks. If you have any questions about the approval process for your Firefox OS materials, please contact firefoxosmarketing@mozilla.com.

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Brand Elements

BRAND ELEMENTS

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Brand Elements

Firefox OS identity principles Use the following principles as the filter when creating visual and verbal brand expressions.

Bold Be confident and modern. Embrace bright, vibrant colors and spirited statements. Dynamic Project a sense of progress, mobility and elevated performance. Show people engaged with each other, with technology and with life. Human Be friendly, real and supportive. Recognize the diversity of our global audience. Use everyday language and situations. Simple Cut through the clutter by being clear, straightforward and not overly complicated. Express ideas succinctly. Reinforce our easy-to-use experience.

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Brand Elements

Elements at a glance

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Wordmark

Elements are the building blocks of the identity system. Our elements include: wordmark, color palette, gradients, typeface, the Fox illustrations and photography.

Color & gradients Firefox orange

Firefox light orange

Orange gradient Firefox blue

Firefox light blue

Blue gradient Firefox OS brown

The Fox

IMPORTANT: Imagery is NOT for use These photographs are provided as examples to help illustrate the style.

Typeface

Messaging

Open Sans

Brand messaging

Aa Aa 123 123 Aa Aa 123 123 Aa Aa 123 123

LOOK AHEAD

People photography

Product photography

Product messaging

LIBERATINGLY LOCAL

Mozilla charcoal


Brand Elements

Wordmark

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Wordmark

The primary visual representation of the Firefox OS brand is the wordmark shown on this page (please note that the full-color logo is not to be used under the terms of this licensing agreement). Please refer to page 25 for details on co-sponsored wordmark placement, and to pages 10-18 for use in brand licensing.

Clearspace

Wordmark assets for download as well as additional usage guidelines can be found at www.firefoxosbrand.com.

0.2"

Clearspace and minimum size Maintain minimum clearspace surrounding the wordmark at all times. The minimum clearspace is equal to the height of the “O” in the Firefox OS wordmark. Minimum size is the smallest size the logo may be used in print, and is based on the height of the Firefox OS wordmark.

DON’T use the one color logo in any color other than Mozilla charcoal or white

DON’T change the size or placement relationship of the wordmark elements


Brand Elements

Background color variations To ensure legibility and contrast, use the Firefox OS wordmark in charcoal on white or light backgrounds, and the Firefox OS wordmark in white on color backgrounds. Wordmark assets for download as well as additional usage guidelines can be found at www.firefoxosbrand.com.

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Brand Elements

Wordmark placement

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Communications

Limited space communications

In most instances keep the primary wordmark usage to no more than 1/4 of the width of the format.

In narrow formats or limited space, center the wordmark. Keep the wordmark size to no more than 1/2 the width of the format.

When placing the Firefox OS wordmark in graphic communications, such as billboards, print, newspapers, retail web pages, or web advertising and banners, align the wordmark to one of the four corners of the application. Always maintain sufficient clearspace on all sides of the wordmark. When placing the Firefox OS wordmark in limited space communications, or usage on small UI screens, center the wordmark.


Brand Elements

Co-sponsored wordmark placement

Wordmark in group co-sponsorship

Create a visually equal size relationship between the brands. When the logo will be grouped with 4 or more logos, visually center-align the logo with the others. If the logo will be placed with 1–3 logos, another option is to separate the Firefox OS logo from others with a vertical dotted line. For information regarding licensed partner logo placement, page 17.

Wordmark in co-sponsorship option

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Brand Elements

Color palette and gradient use The Firefox OS color palette consists of the colors shown on this page. Gradients may be used only as shown. The orange gradient is created from the Firefox orange/light orange and the blue gradient is created from the Firefox blue/light blue. The light grey gradient is for backgrounds only.

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Color specifications

Vertical gradients

Firefox orange

Firefox light orange

Blue gradient

Orange gradient

Light grey gradient

#EE6600

#FF9500

Firefox blue

Firefox orange

#EAEFF2 to #D4DDE4

Pantone 166 C

Pantone 144 C

(#00539F) to

(#EE6600) to

Firefox light blue

Firefox light orange

(#0095DD)

(#FF9500)

H 25

S 100

B 90

C 5

M 76

Y 100

R 230 G 96

K1

B 0

H 35

S 100

B 100

C 0

M 50

Y 100

R 255

G 149

B 0

K0

Vertical gradients are linear gradients with an angle of 90Ëš. In vertical applications, always place the gradient from light top to dark bottom. Horizontal gradients are linear gradients with an angle of 0Ëš. In horizontal applications, always place the gradient from dark left to light right.

Firefox light blue

Firefox blue

#0095DD

#00539F

Pantone 2925 C

Pantone 2945 C

H 199

S 100

B 87

C 76

M 20

Y 0

R 0

G 150

B 221

K0

H 209 S 100

B 62

C 100

M 75

Y 5

R 0

G 83

B 159

K0

Horizontal gradients Blue gradient Firefox blue (#00539F) to Firefox light blue (#0095DD) Firefox OS brown

Mozilla charcoal

#330000

#4D4E53

Pantone 4975 C

Pantone Cool Grey 11 C

Orange gradient

H 0

S 100 B 20

H 230 S 7

Firefox orange (#EE6600) to Firefox light orange (#FF9500)

C 0

M 73

Y 100

R 51

G 0

B 0

K 80

B 33

C 67

M 59 Y 53

R 77

G 78

K 34

B 83 Light grey gradient #EAEFF2 to #D4DDE4


Brand Elements

Type and color combinations Never use more than two colors between type and the background. Limit one gradient per composition, whether applied to the type or the background. For maximum contrast, use white type on a color or gradient background. Use these recommended combinations, and please refer to page 26 for the approved color and gradient specifications.

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Color background or type

Gradient backgrounds

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

UNLEASH

Vertical gradient type

UNLEASH UNLEASH


Brand Elements

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Color and gradient don’ts

GET MOBILIZED

DON’T use two gradients on an application

FREEDOM IN YOUR HANDS DON’T use the Firefox OS colors as tints

GET MOBILIZED

DON’T choose a color background that renders the wordmark or type illegible

GO BOLD DON’T use colors outside of the color palette

BLAZE YOUR OWN PATH DON’T use or create gradients other than specified

DON’T place colored text on top of an image


Brand Elements

Typeface An open font with 897 characters (and therefore enormous localization potential), Open Sans is our default typeface for websites, print and other materials. The Open Sans type family is used in the four weights shown here for all our communications. Open Sans Extrabold Italic in all caps is used as our display type to capture our bold voice and the spirit of the Firefox OS brand.

Open Sans Extrabold and Italic

Open Sans Bold and Italic

Open Sans Regular and Italic

Open Sans Light and Italic

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Aa Aa 123 123 Aa Aa 123 123 Aa Aa 123 123 Aa Aa 123 123


Brand Elements

Typography basics Headlines Headline copy should be succinct, 1–3 lines, and be sized according to the application. Headline copy is always set in Open Sans Extrabold Italic, all caps. Line spacing is set at 90% of the type size, and tracking set at -25.

Headlines All Caps Open Sans Extrabold Italic Size: 80pt Line spacing: 90% at 72pt Tracking: -25

Subheads should be sized according to the application. Subhead copy is typically set in Open Sans Bold. Use common design sense and/or default settings for line spacing and tracking. Body copy should be sized according to the application. Body copy is typically set in Open Sans Regular. Open Sans Bold may also be used for subheadings within body copy to create proper hierarchy. Use common design sense and/or default settings for line spacing and tracking.

Subheads Open Sans Bold Size: 20pt Line spacing: 120% at 30pt Tracking: default

Body copy Open Sans Regular Size: 15pt Line spacing: 120% at 18pt Tracking: default

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BLAZE YOUR OWN PATH Now you have fast, affordable access to the Web, in your pocket, on your terms, with nothing holding you back.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Vivamus malesuada libero sit amet ligula Nulla facilisi. Sed tincidunt porta magna varius tempus. Nulla lobortis magna a nulla feugiat non tincidunt odio dictum.


Brand Elements

International typography Diacritics To accommodate diacritical marks in international languages, headlines should use one of two choices of line spacing. Headlines with diacritics above letters should set line spacing at 100%. Headlines with diacritics both above and below letters should set line spacing at 120%.

Headlines with diacritics above Open Sans Extrabold Italic Size: 80pt Line spacing: 100% at 80pt Tracking: -25

Always follow common design sense when adjusting the leading on headlines. Diacritical marks should never interfere with one another.

Headlines with diacritics above and below Open Sans Extrabold Italic Size: 80pt Line spacing: 120% at 96pt Tracking: -25

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ÉL TIENE VENTISÉIS AÑOS MÓVEL VOÇÊ SAÕ

120%

100%


Brand Elements

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Typography don’ts

Get mobilized

Don’t use upper and lowercase text for headlines

TRULY, TOTALLY CONNECTED Don’t condense or scale the type disproportionately

FREEDOM IN YOUR HANDS Don’t extrude the type

Don’t use excessive tracking or leading

EFFORTLESSLY ACCESSIBLE Don’t use Meta Black Roman for headlines

GLOBAL, LOCAL, MOBILE Don’t use the wrong font

IT’S IN YOUR HANDS Don’t make headlines longer than 3 lines

Don’t blur or add a drop shadow to the text


Brand Elements

Tone of voice Messaging is an essential element of the identity system and should reinforce the spirit of the Firefox OS brand. Keep the identity principles in mind when developing copy.

Bold Use confident and modern language. For brand or headline messaging, keep the statements short— ideally no more than four words. Dynamic Reinforce the ideas of progress, mobility and performance, and the ways that Firefox OS is constantly innovating to keep the Web open, safe and useful. Human Be friendly, real and supportive. Be respectful of our global audience. Use everyday language and avoid technology jargon. Simple Cut through the clutter by being clear, straightforward and not overly complicated. Express ideas succinctly.

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Brand Elements

Messaging Brand messaging should reinforce the key emotional benefits of the brand, and be used to hook and engage the audience in the user experience, e.g., marketing or web headlines, start-up screens, event titles. Product messaging should explain the functional benefits of the brand and product to simplify the purchase decision, e.g., packaging, point-ofsale, retail.

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Sample brand messaging

Freedom

Progress & Mobility

FREE TO DO FREEDOM IN YOUR HANDS LIVE UNBOUND

PROGRESS IN YOUR POCKET LOOK AHEAD BLAZE YOUR OWN PATH

Connected

Fun

GET MOBILIZED WEB WIDE OPEN

GO BOLD POWER UP

Choice

Local

IT’S IN YOUR HANDS AN EXCESS OF ACCESS UNLOCK YOUR LIFE

GLOBAL, LOCAL, MOBILE MADE GLOBALLY, USED LOCALLY POWER TO THE PEOPLE

Sample product messaging

Now you have fast, affordable access to the web, in your pocket, on your terms, with nothing holding you back.

EFFORTLESSLY ACCESSIBLE OPTIMISTICALLY AFFORDABLE LIBERATINGLY LOCAL FULLY FUN TRULY, TOTALLY CONNECTED


Brand Elements

Elevator pitch When describing the Firefox OS product, use the approved product description as shown on this page.

The world is changing. There are new opportunities and new ways to connect emerging every day. People are looking for ways to adapt to that world, to take advantage of those opportunities as they arise and to participate in a better future for themselves and those around them. That’s exactly what Firefox OS offers. With an innovative Adaptive App Search, it gives you instant access to information on just about any subject. From the fleeting instants of everyday life to the most important of experiences, Firefox OS lets anyone live every moment to its fullest. It’s so quick and easy to use, it feels like the phone knows what you want before you do. Featuring the world’s best-known apps as well as unique, local content, Firefox OS is packed with the features that made you want a smartphone in the first place. It lets you make plans with friends and family, find your way to where you’re going and take and share photos when you get there. It’s all brought to by a proudly non-profit organization dedicated to keeping the power of the Web in people’s hands and a global community working to innovate on your behalf. When you use choose Firefox OS, you become a part of that community, helping build a brighter future for the Web and users everywhere.

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Brand Elements

The Fox illustration

Illustration is an important element of the overall identity system. Based on the original mark, the Firefox OS Fox is a symbol of how the brand is moving from desktop to mobile, into new spaces and places, where movement, speed and agility are more important than ever. We also wanted to reflect the brand’s personality, so a sense of fun, interactivity and support are also important. We evolved the existing illustration to ensure that it reinforces the brand’s benefits, and works well across many different environments and with more elements around it. Specifically, we’ve added details to highlight the personality of the Fox, emphasized its movements, added feature distinction and created more depth and legibility. It’s important to note that these illustrations are important visual elements, but not stand alone logos and should never be used without the Firefox OS wordmark.

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Brand Elements

The story of the Fox

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Blazingly fast, the Fox doesn’t play by the rules. The Fox is everywhere you need it to be—a force for good that powers your mobile world, ignites your imagination, protects you and your identity, and supercharges your life. Lively, swift, and agile, the Fox puts freedom in your hands.

Available for use by Powered By: Co-branded licensees only


Brand Elements

The role of the Fox

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01 The Swoop

02 The Pivot

03 The Jump

04 The Leap

05 The Watch

06 The Charge

07 The Look

08 The Stance

09 The Bolt

The Fox, like Firefox OS, is fun and friendly, supportive and protective, and fast and powerful. And while some poses may emphasize certain aspects of its personality, the overall impact of the Fox is a combination of all of these attributes. Remember, the Fox is not a logo and never exists by itself. The Fox is always composed with at least one person, product or messaging. In external communications, the Fox should never appear without the Firefox OS wordmark.


Brand Elements

Composing with the Fox To reinforce the relationship between the Fox and people and products, compositions should aim for one to two points of overlap: — One part of the Fox behind the subject — One part of the Fox in front of the subject The following pages show sample compositions demonstrating how the Fox illustrations interact with messaging, people and/or product.

Fox + person

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Fox + messaging

POWER UP

Note: These examples are not completed pieces of communication, so do not have the Firefox OS wordmark or other supporting copy included. Overlap: Fox + product

Fox in back

Fox in front

IMPORTANT: Imagery is NOT for use These photographs are provided as examples to help illustrate the style.


Brand Elements

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Fox illustration don’ts

DON’T obscure a person’s face with the Fox or by cropping, or use photography where a person’s face is not visible

DON’T compose the Fox upside-down

DON’T obscure the Fox’s face or head, or let him disappear into the background

DON’T obscure messaging or make it illegible in any way

DON’T cut off and continue the Fox out of the composition

DON’T alter the Fox color or form outside of the recommended usage

FPO

DON’T use blurry photography or a busy background

DON’T use more than one Fox at a time


Brand Elements

Product renders Using generic product renders with Firefox OS screens is an additional element that helps bring the brand to life. Do not use an OEM branded product render.

IMPORTANT: Imagery is NOT for use These photographs are provided as examples to help illustrate the style.

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Firefox OS Brand Identity

Section Contact

Heading Contact

If you have any brand questions or suggestions, or are creating new branded communications, email firefoxosmarketing@mozilla.com.

Lorem ipsum

FIREFOX OS, IS A CATALYST FOR INDIVIDUAL AND COLLECTIVE PROGRESS.

Caption

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FirefoxOS Brand Guidelines