652269 - [toolkit] refine wordmarks

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[John Slater]

Goal here is to create a new & improved system of wordmarks we can use for both our main product offerings as well as sub-brands within the org. Should also include info on partner lockups (Sean, I have some info on that from an old brand guide we can probably just update.)

Comment 1

[John Slater]

Due date: May 13 (building in some time for approvals around the org)

Comment 2

[Jonathan Kew [:jfkthame]]

Attachment: examples of suggested wordmark design combining lower- and upper-case text

Just an idea to play with... browsing the examples of possible wordmark designs at http://mozilla.seanmartell.com/font/, I wondered how it would look - for the vertically-stacked marks - to combine an all-lowercase "mozilla" with all-uppercase product name. To my eye, this works quite well, allowing a tight fit between the two elements while retaining the informal character of the lowercase "mozilla" name.

These examples were done using Graublau Web, as I happened to have it on hand (and I quite like the somewhat condensed look), but obviously other fonts could be used in a similar way.

Comment 3

[Alex Faaborg [:faaborg] (Firefox UX)]

I'm concerned about connotations of shouting / user not knowing that they have the caps lock key engaged that are invoked with an all caps title (especially since we are positioned in the center of internet culture).

Comment 4

[John Slater]

Sean has done some work on this and will share here soon. It's looking good so far.

Comment 5

[Sean Martell]

Yes, I've been playing with some ideas.

Current Mockup - Evolution with Meta:
http://mozilla.seanmartell.com/engagement/wordmarks-1page.png

- Meta Bold for "mozilla", Meta Normal for product/service/etc
- this concept would rely on FontShop allowing the creation of a wordmark font similar to what Creative Commons offers (https://creativecommons.org/about/downloads/)
- retain Meta as wordmark font, use open font which compliments Meta for our headlines. In our brand toolkit we could highlight common use open fonts we like to use as alternate fonts allowing openness and choice in designs.
- wordmark font would help with consistency as the kerning and registered symbols would be baked in.

Comment 6

[John Slater]

Thanks Sean. I like where this is going!

Ran this by Chris a few minutes ago and here's his feedback:
* is glad we're sticking with Meta vs looking at a new font.
* main thing is that he's a little concerned that the heaviness of the Mozilla component overpowers the thinner Firefox one. He noted that this isn't really an issue with the Thunderbird versions b/c the word Thunderbird is so much longer, but for a shorter word like Firefox it's more of an issue.
* his thought was to try a thinner version of Mozilla as well, and/or bringing back more color into the Firefox wordmark like we have now. 
* he wasn't a big fan of the fully horizontal lockup for the same reasons that we've discussed...that the Firefox wordmark is disconnected from the logo, and that Mozilla looks particularly overpowering when it's the same size as Firefox.

Am happy to discuss further if you want...

Comment 7

[Kohei Yoshino [:kohei]]

Any ETA for this? We are redesigning our brochure and business cards.

Comment 8

[Sean Martell]

I'll have a link t the EPS files today. Finalizing them now.

Comment 9

[John Slater]

First draft of the toolkit posted at http://www.intothefuzz.com/2011/08/01/firefox-brand-toolkit-first-draft/ for public review, so marking this bug as resolved. We can always open new ones to refine further.

Thanks all!