Dropbox Announces Biggest Rebrand In Ten Year History

Dropbox is announcing the biggest change to the company’s brand in its 10-year history, including a colourful new look and global brand campaign focusing on creative energy. As Dropbox’s mission has evolved from keeping files in sync to helping teams keep in sync, this new brand shows that Dropbox isn’t just a place to store files, but instead a living workspace that brings teams and ideas together. 

New facets of Dropbox’s rebrand include: 

Visual design – The new design system is built on the idea that extraordinary things happen when diverse minds come together, and is communicated visually by pairing contrasting colours, type and imagery. 

Typography – With 259 fonts, the new typeface Sharp Grotesk allows for versatility, allowing Dropbox to “speak” in a variety of tones

The Logo - Cleaner and simpler, the new logo has evolved from a literal box to a collection of surfaces to illustrate Dropbox is an open platform and a place for creation. 

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

Co-creation with artists – Dropbox is partnering with artists to create visual metaphors for collaboration, and these will roll out in the next few weeks and months

Users will begin to see Dropbox’s new look, from the website to products, over the next few weeks. The company will also be sharing its story in a global ad campaign initially from the US to the UK and Australia.