Voice and tone

Firefox is a challenger brand, not the default. When someone chooses Firefox, it’s intentional. They are choosing Firefox.

And they choose us because we can be their trusted guide to a better, more inclusive internet. That’s our vision, that’s how we want to show up for our users. A major way we signal that is through our voice. Our voice is our calling card. For product content, it’s the way we sound to our users.

As the Firefox product strategy has evolved, how we write copy evolves, too. The content design team has crafted the following voice pillars to pay off our strategy to become the trusted guide to the joyful web.