Dropbox Introduces New Brand Design With Bright Colors, Revamped Logo and New Typeface

Discussion in 'iOS Blog Discussion' started by MacRumors, Oct 3, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Dropbox today announced a major brand redesign that focuses on bright, contrasting colors, with a new logo design, new illustration style, and a revamped signature font.

    According to Dropbox, the new design "juxtaposes color pairs in bold, unexpected ways," which will be used for marketing and branding purposes. The new colors will be applied to the redesigned Dropbox logo, which features the same standard box, but with a flatter, simpler design. Dropbox says the color of the logo will "change based on the situation" and will no longer be limited to blue.


    A new illustration style will be used to "bring the creative process to live" with rough sketches of graphite paired with colorful, abstract shapes, and Dropbox is adopting a new typeface called Sharp Grotesk that offers 259 fonts.

    Dropbox says the new brand design was inspired by the creative work of its customers and is meant to reflect the company's passion for building tools to help teams "unleash their creative energy."

    According to Dropbox, the new look will be seen everywhere from its website to its products over the course of the coming weeks, but it's not clear how much the brand redesign will impact Dropbox's web interface or apps. The company says the new design will be dialed down to allow people to concentrate on their work, with the changes mostly aimed at marketing.
    The new design marks the first time Dropbox has made major changes to its branding since it was founded 10 years ago in 2007. In an interview with AdWeek, Dropbox said the new branding will be featured extensively in an upcoming ad campaign that features work from several artists.

    Article Link: Dropbox Introduces New Brand Design With Bright Colors, Revamped Logo and New Typeface
  2. RoobyRoobyRoo, Oct 3, 2017
    Last edited: Oct 4, 2017
  3. dannyyankou macrumors G3


    Mar 2, 2012
    Scarsdale, NY
    Thank god for the files app, I can still use Dropbox with apple’s interface
  4. RTWG macrumors regular


    Sep 12, 2008
    I've read this article twice. I've read their blog post twice. I've checked the date twice to make sure it wasn't April Fools' Day.

    What. The. Hell?
  5. adamjackson macrumors 68000

    Jul 9, 2008
    Don draper did a nice job on the font.
  6. Asarien macrumors 6502

    Sep 24, 2015
    Oakland, CA
  7. PowerBook-G5 macrumors 65816


    Jul 30, 2013
    The United States of America
    That font looks wayyy too cartoony for me to take Dropbox seriously anymore. Good thing I dropped them years ago.
  8. ryanmcv macrumors 6502a


    Aug 12, 2007
    Phoenix, AZ
    This is utterly awful. It's like they turned over the rebranding project to a bunch of preschoolers. o_O
  9. JoEw macrumors 68000


    Nov 29, 2009
  10. BB8 macrumors regular


    Jan 26, 2016
    looks like someone got paid a lot of money to cut a line through their logo and assemble a bunch of awful design porn.
  11. SteveJobzniak macrumors 6502


    Dec 24, 2015
    This young and talented designer:

  12. Raptura Suspended


    Sep 6, 2008
    Toronto, Canada / London, UK
    At least they’re honest about that font, it is rather grotesk (grotesque) and so is the rebrand. Failing at brand identity with so many different colors.
  13. Paradoxally macrumors 68000

    Feb 4, 2011
    Right, that's it, Google Drive it is.

    Were they on meth when they thought of this?
  14. SteveJobzniak macrumors 6502


    Dec 24, 2015
    Oh my god my eyes... Did you see the actual site? https://dropbox.design

    It's like all the 90's Geocities designs had a baby and puked up something even worse. It looks like they've hired an "art student majoring in lesbian dance and philosophy and quirky uses for unshaven armpits". It looks like they've hired... Yoko Ono.
  15. sully54 macrumors regular


    Sep 15, 2012
    That font is horrendous. And the colours complicate brand identity. Dropbox has always been synonymous with a blue box.
  16. Altis macrumors 68030

    Sep 10, 2013

    This is worse than when Mr. Bean painted of Whistler's Mother.
  17. AppleMad98004 macrumors 6502

    Aug 23, 2011
    Cylde Hill, WA
    Yup I will be deleting Dropbox within days...... Childish and ridiculous.
  18. cambookpro macrumors 603


    Feb 3, 2010
    United Kingdom
    Some massive overreactions in this thread considering it's only really a branding and marketing change.

    Will my files still be there? Yes. Will I have to pay anything more? No. So, do I care that instead of blue and white, it might occasionally be magenta and green or peach and purple with a slightly squished typeface? Not a jot.
  19. Paradoxally macrumors 68000

    Feb 4, 2011
    Exactly. It's like if Coke decided to rebrand with rainbow colors and a new font. Just doesn't work.
  20. Bryan Bowler macrumors 68040

    Sep 27, 2008
    That font is fugly! Sorry Dropbox, you just unimpressed me. Your design literally hurts my eyes.
  21. Paradoxally macrumors 68000

    Feb 4, 2011
    Those who don't understand design or functionality and how they depend on one another deserve neither.
  22. scottishwildcat macrumors regular

    Oct 24, 2007
    Good thinking. Because what font a company chooses to use on their website really impacts the usefulness of their existing products.
  23. farewelwilliams macrumors 68020

    Jun 18, 2014
    why does this look like joshua topolsky's awfully designed "the outline"
  24. nutmac macrumors 601

    Mar 30, 2004
    Looks like they let the interns do the redesign and spent all the money on marketing campain.
  25. cambookpro macrumors 603


    Feb 3, 2010
    United Kingdom
    I'd argue against this really being a 'design' change - it's not UI, it's not how the product works, it's not a change to how people use the software. The website and app look pretty much the same as they did yesterday. That's real design, how people interact and use the product, not really the colours used in a logo.

    Is it an odd change? Yes - I don't really see why they want to be some kind of hipster file sharing service, seems to be more of a marketing vanity project (and I write this as someone who has spent many hours in marketing departments). Maybe it will decrease trust in the brand or make it less appealing for business use.

    It might be different if this was a company built around their brand, or if uploading a file now used a bright lime green and hot pink screen. But in my opinion, this is simply a marketing tweak - Dropbox don't rely heavily enough on their brand identity for it to be an integral change in the actual design of the product.

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