![]() It’s about the direction of the business, and where it wants to be in the future.įor more from Brian, and how the Internet went from frantic to accepting of the new Dropbox identity, watch the full livestream recap above. This language would take them out of being just a utility, and into a much larger, higher-order conversation about the nature of collaboration and creativity.īy focusing on this key benefit of supporting creative communities, the visual identity of the brand was then reimagined to show this in an engaging way.īrian admits that there are things he and his team could have articulated better with the rollout of this new brand, but in the end, he and Chris remind us that there’s more to a rebrand than a new color palette. To shift from the product to the benefits, a new language needed to be spoken by Dropbox. There was no clear language being spoken that reached out to their target audience. They were tasked with reimagining the Dropbox platform as one for creativity, not just file-sharing.īefore the rebrand, Dropbox was not communicating who they really were as a company. In this video, Brian Collins explains why the Dropbox logo was redesigned in the first place, and why all creatives need to remember it’s not just about the design it’s about the business.īrian Collins and his team were brought on to help Dropbox grow their business beyond “storage". His firm, Collins, has worked with some of the biggest companies to do their rebrands, like Ogilvy and Spotify. He’s been featured in the New York Times, Forbes, Fortune, as well as plenty other publications, and is the recipient of a number of awards such as American Master of Design, among others. That’s why Brian Collins, the CCO and co-founder of Collins is here to talk about how he and his team approach the creative brief, the strategy, and why he embraces all knee-jerk reactions.įor those who don’t know him, Brian Collins is an extremely accomplished design leader. There was plenty of backlash and criticism that came with this rebrand. The last time they updated their logo they posted about a short history of the logo on their company blog.When Dropbox unveiled their new brand identity, the Internet entered into a frenzy. The logo was redesigned in 2008, 2012, and 2013. The original logo was designed in 2007 by co-founder and CEO Drew Houston. The logo would be the fourth redesign of the Dropbox logo. The video is 60 seconds long.ĭropbox’s branding guidelines page also has yet to have any update, and is missing other critical steps on the rebranding checklist. The new Dropbox logo can be seen at the end of their “Dropbox: creative freedom” video posted on Youtube on October 13, 2015. At the end of the beautiful commercial, the tagline hangs too tall to match the cap-height of the logo’s x-height, and too small to be equal. Bring speed and simplicity to your distributed team and faster progress to every project by integrating Dropbox with the apps your team uses every day like Jira, Asana, and Trello. The only awkward part of the new logo is the contrast in size with the tagline itself. Keep your teams connected and keep projects moving. A stretch, I know – you see what I did there? ![]() ![]() Perhaps that’s why the company chose a slightly more expanded logotype to pair their mark. The clever tagline, “All Yours,” tells the real story of Dropbox’s benefit to the world – allowing you to keep all your things in one place and yet share them with your collaborators. The new Dropbox logotype is set in a much more squat san serif, resembling Motiva Sans, but personalized slightly for their brand. These personalizations are similar to the subtle shifts made to the previous typeface Franklin Gothic. The new logo keeps the same flat glyph (the box icon) but changes the logotype. Dropbox has revealed a new logo at the end of their Creative Freedom commercial. We couldn’t find any news about the update, so we thought we would share it with the world.
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