Dropbox rebranding places a focus on creativity

midian182

TechSpot Editor
Staff member

While Dropbox is an excellent product used by over 500 million people, making a storage service look sexy and exciting isn’t easy, no matter how good it is. But the company is attempting to appeal to creative types with a redesign, which adds a myriad of colors, an updated logo, and a new typeface.

Dropbox’s new logo moves away from the previous 10-year-old design, which was easily identifiable as a box, to a more abstract image consisting of five isometric squares. The company calls it “a flatter, simpler” icon. Additionally, the logo will no longer be limited to the blue and white colors favored by the likes of Twitter and Facebook, but will “change based on the situation.”

Dropbox told Adweek it hopes the new colors help set it apart from competitors such as Microsoft OneDrive and iCloud, and that the palette is a “nod to the creativity of our users.”

The revamp also introduces a new typeface called Sharp Grotesk. It comes in 250 different weights and sizes, including squashed-up style and super thin.

Despite the revamp, many users might not even notice the changes. 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. These ad campaigns will be “strategically placed in cities and neighborhoods where creative people tend to live and work.”

Check out the rebranding video below, most of which doesn’t appear related to a cloud storage firm in any way.

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Squid Surprise

TS Evangelist
Dropbox to Consultant: "We are losing sales to MS, Apple and Google. We need something to make it appear like we're making a change to keep our stockholders happy."

Consultant (after numerous focus groups, and a very expensive bill to Dropbox): "It's simple - just change your logo!

Dropbox to Consultant: "I knew it! We're so inherently awesome! Here's your money!"

Skip forward 6 months when nothing changes....

Dropbox to Consultant: "You said this would work?!?!!?"

Consultant to Dropbox: "It should have... give us more money and we'll find another small change for you to make..."
 

H3llion

TechSpot Paladin
Dropbox to Consultant: "We are losing sales to MS, Apple and Google. We need something to make it appear like we're making a change to keep our stockholders happy."

Consultant (after numerous focus groups, and a very expensive bill to Dropbox): "It's simple - just change your logo!

Dropbox to Consultant: "I knew it! We're so inherently awesome! Here's your money!"

Skip forward 6 months when nothing changes....

Dropbox to Consultant: "You said this would work?!?!!?"

Consultant to Dropbox: "It should have... give us more money and we'll find another small change for you to make..."
Dropbox is not terrible, I use it across all my platforms and its great. However for £9.99 or w/e the Office 365 package costs, you get hosted emails, whole Office suit AND 1TB of OneDrive.

Google for instance, same thing but Google Sheets, which are just as great.

Dropbox needs to improve, no denying in that. It's just not being innovative and I might start looking for alternatives such as OneDrive.
 
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JamesSWD

TS Maniac
Geezuz, this is horrible. It's like they hired a first year design grad who was schooled in the silly trend of SJW 'diversity & inclusiveness', instead of solid logo design, who should have been a plumber.