Dropbox's Rebrand Is Designed to 'Inspire Creative Energy'

Rebrand Evolves Old Blue Logo With Multiple Surfaces

Published On
Oct 03, 2017

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Storage brand Dropbox redesigned its logo and has unveiled a new branding proposition and global ad campaign promoting the message that it helps to inspire creative energy.

72andSunny oversaw the effort, while Collins also worked on the rebrand. The effort evolves the current blue logo to include more surfaces and alternative colors, as the company explains in a blog post: "Our old logo was a blue box that implied, 'Dropbox is a great place to store stuff.' The new one is cleaner and simpler. And we've evolved it from a literal box, to a collection of surfaces to show that Dropbox is an open platform, and a place for creation."

Dropbox is also using a new typeface, Sharp Grotesk, and is evolving its visual design system, pairing contrasting colors, type and imagery.

"The design reflects our passion: building tools that help teams find focus, stay in their flow, and unleash their creative energy," says CMO Carolyn Feinstein in a statement.

The redesign includes a new brand film, seen here, that reinforces the idea of "creative energy." Dropbox is also partnering with various artists to create visual metaphors for collaboration, and these will roll out in the next few weeks and months.