02

Personality

Because every brand needs words to live by

Opinion-
ated

Mozilla acts on its values and bucks convention

Optimistic

Mozilla is optimistic about the future Internet.

Human

Mozilla is in it for people, not profit.

Open

Mozilla practices transparency and participation.

What Brand Personality Means for Design

Our brand personality guides the creative process for design so that we may effectively and consistently represent Mozilla everywhere we work.

Human

We are about the human experience first and foremost. Design should lead with empathy; sound and feel human; and connect to the greater goals and emotions we strive for.

Open

Experiences and designs should invite users to learn, participate and act. Keep things open, iterative and identify clear actions.

Opinionated

Create experiences and designs that get to the heart of the problem. Put the core content front and center. Give the user a clear and concrete experience.

Optimistic

Create experiences and designs that help users imagine the creative future of the internet. Be playful, be weird, appeal to the imagination.