We present a shape-oriented data assimilation strategy suitable for front-tracking problems through the example of wildfire. The concept of “front” is used to model, at regional scales, the burning area delimitation that moves, undergoes shape and topological changes under heterogeneous orography, biomass fuel and micrometeorology. The simulation-observation discrepancies are represented using a front shape similarity measure deriving from image processing and based on the Chan-Vese contour fitting functional. We show that consistent corrections of the front location and uncertain physical parameters can be obtained using this measure applied on a level-set fire growth model solving for an eikonal equation. This study involves a Luenberger ...