A new look for an old fox
The Firefox brand is looking to refresh and Mozilla has opened the discussion up to the public. My thoughts, as follows.
It is unfortunate here that we have a distinct choice between legibility and character.
System 2 has a cleanliness in its use of shape and linework that conveys meaning more readily at the sizes often found in the digital space. However, as the prevailing design language of the internet, is also suffers from a familiarity and blandness – gradient and dimensioning on generic icons conjure a fusion of Material Design and Microsoft Office from years past.
System 1 houses a playfulness from the illustration-inspired design trends of modern SaaS startups. But it comes as a cost, especially in this iteration, of a bloat and chunkiness that renders the visuals into blurred gradient shapes at sizes where icons are most useful. Out of context, even the most digital savvy would be guessing.
The Fox Head of System 1 rings the bell of nostalgia for those who saw the demise of Netscape and wished for an alternative to Explorer. But to the Chrome generation, could they have deduced the cunning animal from such abstracted geometry?
In short, System 1 for its potential but not its execution.