Later this year, Mozilla is venturing into the smartphone and tablet computer business by launching its own Linux-based operating system, dubbed Firefox OS. This week at the Mobile World Congress, they showcased the platform, announced some features, and also revealed the new brand expression, created by Wolff Olins.
Taking inspiration from the freedom of mobile devices, Wolff Olins solution "unleashes" the fox in the Firefox logo in a series of vibrant and friendly images of the fox with its fire tail.
The logo for the new operating system is simply the standard Firefox logo with Firefox OS logo-type in the regular typeface.
"Based on the idea that Firefox OS is a catalyst for individual and collective progress, the new identity reinforces that the brand is going to new places and spaces by literally unleashing the Fox, symbolizing the freedom that more people will have to take advantage of the full power of the web.
The visual expression is based on the principles of being bold and dynamic yet simple and straightforward with a friendly, human spirit. These same principles guide the brand and product messaging and reflect the overall experience upon which Firefox OS is built.
With the world gone mobile, Wolff Olins is happy to have played a role in helping Firefox create an operating system brand that isn’t restricted by current technology ecosystems and empowers people everywhere to blaze their own trails, amplify their voices and transform the future." - Wolff Olins blog post