Since the Middle Ages, the fox has accumulated different images, more or less positive according to the times and cultures.
Even though the brand that was most symbolized by this animal is squeezing it out of its logo, it's time to look into this hairy quadruped.
What message does a fox send in a logo?
Since The Roman de Renart fable, impossible to forget: the fox is an intelligent and cunning animal. Sometimes too much: he would not hesitate to use deceit, to manipulate people ...
Among the Scandinavians, he would even be associated with Loki, god changing and deceptive if any. In short, his behavior would succeed, but would not always be well seen by those around him. At least, in Europe.
Indeed, this vision a little critical of the animal is not shared by all cultures: on the other side of the Atlantic, he is an avenging hero (the famous Zorro).
As for Japanese kitsune, if they also master the art of metamorphosis, their ambivalence is questionable: they can just as well be benevolent as malicious.
This positioning probably explains why, for a long time, the fox was not used too much in the Brands logos in our countries. A decision that is changing.
Would the fox become popular?
For some time, the fox has become more and more present, whether in textile graphics or in decorative objects.
Its orange color conveys a certain dynamism, an energy that is very easy to make cute by accentuating the natural smile of the animal.
Does seeing it appear on washable diapers or children's backpacks mean that it has to be included in a logo? In some cases, it is the choice that some companies make.
In Angers, the regional branch of the French Tech (whose logo is a rooster) has opted for a fox, it even declined in different poles: FoxInTheCity, FarmFox, DoctorFox and RoboFox.
The highly stylized appearance of the fox thus serves their many purposes, while transmitting an idea of a researcher's head.
La brasserie du renard ("Fox brewery", a French company) pushes the game until baptize some of their drink according to the animal (the rogue, in particular). Here, it is the link with nature that is put forward: the fox is more of an animal of the fields than an animal of the cities.
And "la ferme des p’tits renards" ("the farm of the little foxes", also a French company), does not hesitate to play on the animal's appetite for chickens, turning a negative gesture into a positive logo.
Thus, we can say what we want of an animal, as long as we are ready to defend our idea. Do not forget: the fox is versatile!
Why does Firefox put his fox aside?
Since this summer, Firefox users lamented the gradual disappearance of the fox in the brand logo. It is no longer visible, in part, only in the browser logo.
Here's how Mozilla explains it: "The fox is known for its speed, intelligence and indomitable. Firefox has another feature that has not been spotted in real foxes: flexibility. This legendary flexibility now allows Firefox to adapt once again to a environment changing . "
Changing a logo is always a communication operation.
By opting for the fox, you will have to think about what you want to transmit through this animal.
The bet is much less risky now than it was previously. If you're aiming for a young, rather urban audience (and therefore less prejudiced about the mischief of the fox), you will soon be able to say that you too are like the fox.