Dropbox evolves logo with cleaner, simpler look and new creative focus


Dropbox steps outside the box with colorful rebrand

"We're excited to share it with you". Dropbox's UI in both its app and web versions will remain mostly the same, with the new colors and logo being more prominently displayed in the company's marketing materials.

Cloud storage company Dropbox has launched an all-encompassing rebrand that injects colour and life into the company, marking 10 years of operation. We're a living workspace where people and ideas come together.

The knew look was conceived and delivered by the Brand Studio at Dropbox and partners from Collins, Instrument, XXIX, Sharp Type, and Animade. The design reflects out passion: "building tools that help teams find focus, stay in the flow and unleash their creative energy".

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Typography - With 259 fonts, the new typeface Sharp Grotesk allows for versatility, allowing Dropbox to "speak" in a variety of tones.

The company has redesigned the logo so that it signifies "a collection of surfaces" demonstrating that Dropbox is an open platform and encourages innovation.

The company announced the change its website outlining its design philosophy. Moreover, the company thinks that the new colors will make its users more creative. According to the company, the new design has been built around the idea that bringing different minds together can yield great results and the new brand image aims to communicate this idea visually by pairing contrasting colors and imagery.

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The system "juxtaposes colours in bold, unexpected ways, and changes based on the situation".

Dropbox's Feinstein stressed that the new revamp is heavily inspired by creativity.

Carolyn Feinstein, the Dropbox CMO stated while explaining about the new updates that, "At Dropbox, we had for a long time had this quite differentiated, thoughtful, authentic perspective on modern work and our optimistic belief that there is a better way".

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