Logo Design Love

For graphic designers and all who love logos.

Firefox sketches

Martijn Rijven of Amsterdam-based Bolt Graphics kindly shared some of his sketches for the new Firefox OS identity. Martijn completed the work under the creative direction of Wolff Olins, who commissioned him for the project.

Here are some early versions.

Firefox sketches

Firefox sketches

Firefox sketches

Firefox sketches

And how the sketches were vectorised for the final outcome.

Firefox
The bolt

Firefox
The leap

Firefox
The charge

Firefox
The swoop

Firefox

Firefox
The pivot

Firefox

You can read more a bit more about the identity on the Wolff Olins blog.

There’s a quote on Co.Design from Mary Ellen Muckerman, head of strategy at Wolff Olins, that says “the Firefox logo boasts nearly 90% awareness in markets worldwide.” I’d love a behind-the-scenes of how that’s measured.

Follow Bolt Graphics on Twitter.

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22 appreciated comments

  1. The sketches are great but not sure I really like the final outcome. “The swoop” seems very messy to me.

  2. I really love it. Feels like it has a mischievous story book quality. Very much about brand character rather than straight selling technology.

  3. Eugen

    The only thing I tend to dislike about the ‘swoosh’ is the fact that the fox is facing away from the viewer.

    The others are very good, though. Not great, but good nonetheless.

  4. It is visually beautiful. Breathtaking even. Sure, from a “professional” viewpoint, it can be picked apart; but, from a general audience viewpoint, I can’t see this not being a big hit.

  5. Rich

    I love the sketches and feel the final version, though not my favorite, will connect with the general audience on a much more personal level than it’s competitor’s logos.

  6. Angel

    Love these, what a unique concept. It’s amazing where people draw inspiration from.

  7. iain

    I find the final executions are quite awkward and over-wrorked and lack much of the fluidity and dynamism of the original sketches, reducing the emotional impact.

    So, while I appreciate the thinking, this is ultimately disappointing.

  8. Tim

    2nd series of images, top line, 2nd image with the black shaded firefox.
    That one is my favorite.

  9. john spiegel

    Talk about “over-worked” & “over-kill”!!

  10. bob

    Looks like he’s lit his fart.

  11. Meech!

    Holy OVERKILL. Should have stopped at the 3rd step and tightened. I’m lost in the flaming mess and have no idea what I’m even looking at.

    However: kudos to the designer for his skill.

  12. I have to agree, the perspective is nice, but it stretches to far out :)

  13. John McK

    Great work, I really like the final look. Sometimes it really helps to see how a starting sketch can turn into the final design.

  14. fjpoblam

    Exhibitionist? Overdone as john spiegel said (Hear, hear!). Sensationalist instead of sensational. I prefer understated and iconic.

  15. Nathan

    I really like the direction of the identity as a whole. It stands alone in its field of competitors and can relate directly to their market, all without a logo in sight. When implemented into the real world; like the last photo, this will be very engaging. Job well done!

  16. Fred Richards

    Sketches are rock solid but so much was lost in translation from the original intent to final execution. What a shame a great idea is “Mac’d” to death!

  17. The artwork is wonderful – you can’t really argue with talent like that. Having said that, I’ve never liked this logo. It’s always struck me as a bit too literal and overdone.

    90% awareness in markets worldwide? I’d also love to see how that figure was arrived at (not saying it isn’t true, I’d just like to see how it was measured).

  18. Breathtaking evolution from sketch to the final concept.

  19. Rene Lopez

    I like the thinking process that the designer used, from the sketches to the final piece. Personally, my favorite would have to be the charge, but I enjoy the different perspectives and how the final piece shows swift movement. In addition, I enjoy how the tail of the fox continues to the ceiling of the building, likely protraying continuous motion.

  20. Tjeerd van Sas

    Funny that they stick to the fox-theme, while “firefox” is a nick for the red panda.

  21. This is like the the tailed fox concept from Japanese animal lore.

  22. Sam

    Final outcomes are good as I think it has high brand recognition by using the tail as the main element. But it is slightly underwhelming for me. I will explain why:

    I like the long tail concept from the viewpoint of brand recognition. But I just find instead of giving the impression of “fast and nimble” – apart from the “bolt” image – some of the other final images could give the opposite impression of looking a bit “slow” and “flowing.” Not ideal for a browser.

    The concept that works best and one that stands out immediately to me is the one in the second page/set of concepts, top row, third from left (also the largest blue logo on the first page is a similar concept).

    The fox’s stance looks fast, nimble and ready to go – just like a browser should be and the tail portrays the “fiery look” giving dynamism and connection to the name.

    But I would have made the fox’s head face the viewer and ensure the ears are pricked in a “listening/attentive” mode. This would then give them best representation of a good browser.


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