Firefox Brand Matrix

The Firefox product family has recently expanded to include distinct channels for Nightly, Aurora, Beta and Final Release. Each of these channels will effectively be treated as its own product line - all unified by a strong Firefox brand presence, but also with their own unique characteristics and attributes. This matrix is a quick overview as to how it breaks down, with much more detail coming in our brand toolkit later this summer.

Channel

Brand

Visual Identity

Details

Release

Audience:
Mainstream web users (100,000,000's)

Firefox

Tone:
Friendly, accessible, trusted

Visual direction:
Crisp, clean, light blue as primary web color*

*In contexts where the logo will appear on its own without additional Mozilla info in the near vicinity (ex. merch), the version with the Mozilla Firefox wordmark should be used.

Beta

Audience:
Non-technical early adopters (10,000,000's)

Firefox Beta

Tone:
Friendly, accessible, mix of cutting edge and stability

Visual direction:
Crisp, clean, light blue as primary web color*

*In contexts where two Firefox logos can be displayed next to each other (ex. phone desktops), the version with the "Beta" sash should be used for added clarity.

Aurora

Audience:
Technical early adopters (1,000,000's)

Firefox Aurora

Tone:
Exciting, edgier, more attitude

Visual direction:
Branding works best on dark backgrounds, purple as primary web color

Nightly

Audience:
Extremely technical early adopters (100,000's)

Firefox Nightly

Tone:
Developer-focused, not too inviting

Visual direction:
Branding works best on dark backgrounds, dark blue as primary web color