Same for type, photography, and illustration. “Colour can go from a standard Dropbox blue to ‘whoa’. “Our new system lets us pick the right amount of expressiveness for the situation,” the designers explain. According to the team, the homepage redesign aims to tell its “new story in a bold, evocative way”. Together with a braver colour palette that “juxtaposes in unexpected ways”, this allows the brand to “speak in a variety of tones”. Collins chose to revamp the entire brand’s typography, including its core wordmark, using Sharp Grotesk for its “versatility” and sheer range of 259 fonts.
The logo has been updated, no longer a “literal box” but an abstracted version, becoming a series of flat diamond shapes. These split screen images have been made by illustrator David McLeod with photographer Davy Evans and illustrator Lynnie Z with photographer Alexandra Gavillet. In the illustrations, this manifests as a “sketchy”, pencil-drawn style of illustration to maintain a raw feel, that also contrasts the block colours and shapes of the wider branding.Īlong the same vein, one aspect of the launch campaign sees Dropbox invite pairs of artists of differing styles and disciplines to collaborate on “co-creation imagery”, as a “visual metaphor” for the importance of collaboration in the creative process. According to a blog post by the designers, the brand has been repositioned as a place “where in-progress work happens as opposed to old finished project storage”. The illustration commissions represent a change in style for the brand, displaying a shift in focus towards being a “living workspace”, or moving its users “from ‘knowledge workers’ to ‘creative workers’,” explains Dropbox’s creative director Aaron Robbs and vice president of design Nicholas Jitkoff. Collins also worked alongside studios Instrument, XXIX, Sharp Type and Animade on the project. Featuring a “cleaner and simpler” logo, a typography shift to Sharp Grotesk, and a wealth of vivid illustration collaborations, the rebrand injects energy to the brand’s image.
Dropbox has unveiled a complete rebrand by its in-house team in conjunction with design studio Collins, the biggest change to the company’s visual identity in its 10-year history.
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