Guia de design
Conceitos e normas de design basedos na identidade visual da Mozilla
Igor Gonçalves
- Mozillian e líder do Miau Campus club;
- Bacharelando em Sistemas de informação (UFS);
- Grupo de estudos em discurso de ódio nas redes sociais;
- Desenvolvedor desde 2014 e WebDesigner freelancer desde 2016;
- Ex-Ceconsud, ex-Fasitec e ex-IPTI;
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4781387/photo5062470715231545318-q.jpg)
/igorgoncalves
@_igorgoncalves
Visão geral
Para quem
Essas especificações vão ajudar qualquer um que use a marca da Mozilla em materiais de divulgação, marketing ou comunicação em geral.
Porquê
O uso consistente da linguagem da marca cria experiências facilmente identificáveis que fortalecem o valor da marca da Mozilla, ao mesmo tempo em que protegem ela e os valores da empresa.
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c47472edaed83ba4d7b219/1506047104330/light-saber.gif?format=750w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c4748af14aa1740dc031b0/1506047124866/dino-pool%25281%2529.gif?format=750w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c474b4b1ffb67e1140d9b0/1506047162116/human.gif?format=750w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c474ccbce176a8087de098/1506047186587/open.gif?format=750w)
Brava: a Mozilla age de acordo com seus valores e convenções.
Flutuante: a Mozilla é otimista em relação ao futuro da Internet.
Humana: a Mozilla age para pessoas, não para o lucro.
Aberta: a Mozilla pratica a transparência e a participação
Valores da marca
Marca
Principios de aplicação
Logo da Mozilla
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c54cd8f6576e1ce7583fa1/1506102495702/Logo_One_Color_White.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/588a5d2bd1758e397b436865/1506101896581/Squarespace_Logos_Logo_One_Color_Black.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59c9792651a584c476f2c493/1506375985669/Mozilla_Logo_Logo_Primary2.png?format=500w)
Regras de aplicação
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/58879595b8a79ba6db75afe0/59c55054be42d68575cdec2b/1506103538056/clearspace.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/58879595b8a79ba6db75afe0/59c55ba232601e05d4431ce0/1506106301565/minimum.png?format=500w)
Tamanho mínimo
Espaço de borda
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/59cab1139f7456cec487dd0f/59cab53380bd5e4d23fa24f4/1506456919753/IconDo_2_square.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/59cab1139f7456cec487dd0f/59cab66612abd9ae2e26d89b/1506457217963/IconDo_3_square.png?format=500w)
O que não fazer
Qualquer modificação de marca
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4971813/Screenshot-2018-5-30_Mozilla_logo.png)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/59c9797b4c326dc160996f83/59c98a604c0dbf45c95a8e35/1523382093251/DoNot_4.png?format=500w)
Aplicar a marca em fundos que dificultem a leitura
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59cae048914e6b1221029c32/1506467934351/Lockup-2Box.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59cae0644c0dbf0c39c21fe6/1506467950666/Lockup-2B-Box.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59caeb7cb07869adbe008fa9/1506470780297/Lockup-3Box.png?format=500w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59caeb63be42d680f33cf0ea/1506470762274/Lockup-3B-Box.png?format=500w)
Zilla Semi-bold
Logo menor que texto
Titulos e projetos
Sobre uso em textos
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59caf140197aeafa5576c9aa/1506472263330/DoNot_Square.png?format=750w)
![](https://static1.squarespace.com/static/58879499725e2572b9c4e0ec/t/59caf12d197aeafa5576c904/1506472245285/DoSquare.png?format=750w)
Sobre as cores
Teoria e paletas
Teoria das cores
O que é cor?
cores são faixas de ondas que são possíveis de serem vistas pelo olho humano. E o comprimento das ondas é o que define as cores, ou seja, é o que a define, o verde, o amarelo, o azul que enxergamos.
(www.chiefofdesign.com.br)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972033/espectro-visivel.jpg)
Primárias
Secundárias
Terciarias
Composição de cores
Aditivas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972061/17.jpg)
RGB
Subtrativas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972066/16.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972068/21.jpg)
CMY(K)
RYB
Propriedades das cores
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972116/12.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972117/15.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972118/11.jpg)
Matiz
Saturação
Brilho
Circulos cromáticos
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972049/29.jpg)
Esquema HSL
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972129/583347ca8f6c7ee058112167_image01.png)
The HSL color scheme. Adapted from “Munsell-system.” Licensed under CC BY-SA 3.0 via Commons.
Harmonia das cores
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972142/13.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972144/08.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972146/02.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972148/01.jpg)
Complementares
Triádicas
Analogas
Monocromia
Contraste
Saturação/cor pura
Temperatura
Complementares
Claro e escuro
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972156/2808474000_4b40258cf1_z.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972157/6105694214_c0071d3cdd_z.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972158/1475026341_0923d54185_z.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972159/2884064145_d7bb0828b0_z.jpg)
Psicologia das cores
A cor é uma linguagem individual. O homem reage a ela subordinados as suas condições físicas e as suas influências culturais.
(Psicodinâmica das Cores Em Comunicação)
Paletas de cores da Mozilla
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972195/WarmRedSquare.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972196/LemonYellowSquare.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972197/NeonBlueSquare.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972198/white.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972199/black.png)
Black
#000000
RGB: 0 / 0 / 0
CMYK: 30 / 20 / 20 / 100
White
#FFFFFF
RGB: 255 / 255 / 255
CMYK: 0 / 0 / 0 / 0
Neon Blue
Pantone: 2197 C/U
CMYK: 0 / 75 / 11/ 0
RGB: 0 / 255 / 255
HEX: #00ffff
Lemon Yellow
Pantone: Yellow C/U
CMYK: 0 / 0 / 81 / 0
RGB: 255 / 244 / 79
HEX: fff44f
Warm Red
Pantone: 178 C/U
CMYK: 0 / 80 / 47 / 0
RGB: 255 / 79 / 94
HEX: ff4f5e
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972210/DarkPurple.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972211/NeonGreenSquare.png)
Dark Purple
Pantone: 2603 C/U
CMYK: 63 / 84 / 0 / 30
RGB: 110 / 0 / 139
HEX: #6e008b
Neon Green
Pantone: 3375 C/U
CMYK: 78 / 0 / 42 / 0
RGB: 84 / 255 / 189
HEX: #54ffbd
Cores principais
Dark Green
Pantone: 7721 C/U
CMYK: 100 / 0 / 41 / 48
RGB: 0 / 94 / 94
HEX: #005e5e
Cores secundárias
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972221/LightGrey.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972222/DarkGreySquare.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972223/DarkBlueSquare.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972224/DarkGreenSquare.png)
Dark Blue
Pantone: 661 C/U
CMYK: 87 / 16 / 0 / 52
RGB: 0 / 69 / 139
HEX: #00458b
Dark Grey
Pantone: Black 0961 C/U
CMYK: 49 / 31 / 33 / 0
RGB: 149 / 149 / 149
HEX: #959595
Light Grey
Pantone: 420 C/U
CMYK: 20 / 12 / 13 / 0
RGB: 231 / 229 / 226
HEX: #e7e5e2
Paletas de fundo branco
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972245/Screenshot-2018-5-30_Visual_elements_1_.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972246/Screenshot-2018-5-30_Visual_elements.png)
Paletas de fundo preto
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972250/Black_2.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972251/Black_1.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972252/Black_3.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972256/Black_6.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972257/Black_5.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4972258/Black_4.png)
Tipografia
Principios
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974812/Evanescence-mapa-2.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974813/783px-Helvetica_Neue_typeface_weights-3.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974814/glifos-2.jpg)
Glifo
Família
Fonte
Anatomia dos tipos
As fontes possuem tipos que são variações de partes dos glifos.
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974844/tipografia-anatomia-01.jpg)
Serifa
Serifas são os pequenos traços, ou prolongamentos, que existem no final das hastes dos glifos. São os mais adequados livros, pois a serifa tem a função de auxiliar a leitura.
Eixo
É a angulação do traço de letras como b, c, e, g, o, p e q.
Eixo humanista: a inclinação da escrita manual.
Eixo racionalista: formas neoclássicas e românticas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974864/tipografia-serifa.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974879/tipografia-eixo.jpg)
Classificação
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974912/anatomia_45.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974914/anatomia_44.jpg)
Humanistas
Transicionais
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974922/anatomia_47.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974923/anatomia_46.jpg)
Modernas
Mecânicas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974935/anatomia_49.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974936/anatomia_48.jpg)
Grotescas
Góticas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974946/anatomia_51.jpg)
Geometricas
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974964/anatomia_57.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974965/anatomia_53.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974966/anatomia_56.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974967/anatomia_55.jpg)
Cursiva
Cursiva
Gótica
Histórica
Serif
San-serif
Artistica
Estilos dos Tipos
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974813/783px-Helvetica_Neue_typeface_weights-3.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976618/anatomia_39.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976620/anatomia_37.jpg)
Largura
Tonalidade, peso ou espessura
Inclinação
Como escolher uma fonte
- Definir o tom que quer transmitir
- Sensibilidade vs força e rigidez
- Seriedade vs diversão
- Jovem vs maduro
- Moderno vs Tradição
- Família tipográfica
- Para ler ou para ver?
- Qual o meio?
É recomendado que...
- ... titulos tenham destaque, uma dica para isso é aumentar o peso da fonte e a sua cor;
- ... texto e fundo sejam cores com auto contraste entre si;
- ... deixe um espaçamento adequado entre linhas pra facilitar a leitura e o texto possa "respirar";
- ... evitar o uso de textos em maiusculo;
- ... não se misture muitas fontes na mesma página;
- ... na dúvida, use o texto alinhado a esquerda;
- ... evite parágrafos com linhas muito grandes ou muito curtas;
E a Mozilla?
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976693/Screenshot-2018-5-31_Google_Fonts.png)
Firefox
Textos
Títulos
Composição e Layout
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4974775/1_lXzT7FsUZ7KmYFwIdrsZHA.jpeg)
Direção de leitura
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976942/Screenshot-2018-5-31_O_novo_e_rápido_navegador_para_Mac__PC_e_Linux_Firefox.png)
Pontos de foco
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976874/fibonacci_spiral.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976874/fibonacci_spiral.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976882/fibonacci_spiral-v.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4976882/fibonacci_spiral-v.png)
Grids
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4977040/0009_gma_grid-kit_8.5x11_02.jpg)
Sistema de referência para disposição dos elementos do layout. Pode ser construido em diversas perspectivas, mas sempre de forma geometrica e previsível
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4977051/grid-2.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/426084/images/4977052/grid-1.jpg)
Aplicação do grid
UX/UI
Referências
Especificações de design
By Igor Gonçalves
Especificações de design
- 243