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Dropbox brand update streamlines its logo and takes aim at creatives


Today Dropbox presented a brand new brand design that features a made over logo, a plethora of colour schemes and a brand new typeface. The new branding targets to set Dropbox with the exception of different record syncing products and services by means of interesting to inventive collaborators — however customers most probably gained’t see too many adjustments.

Gone are the whimsical coloured pencil drawings (e.g. dinosaurs traipsing throughout the snow) of longtime inventive director Jon Ying, who left the corporate final 12 months.

“Our new illustration style picks up where our earliest style—loose, handmade, witty—left off,” write inventive director Aaron Robbs and VP of Design Nicholas Jitkoff. The new visible taste seems to keep away from number one and secondary colours at all prices whilst retaining whitespace the whole thing however white. It juxtaposes graphite drawings with collaged components and different computer-generated imagery.

The typeface, Sharp Grotesk, used to be designed by means of foundry Sharp Type, impressed by means of hand-drawn poster lettering and the paintings of Swiss clothier Adrian Frutiger. It has quite a few permutations, from squat and heavy to ultra-narrow. Of path it’s an issue of style, however none people right here is especially into it. It is, alternatively, authentic whilst now not being utterly outlandish.

It’s a throwback colour aesthetic (those colour mixtures are very 70s trendy) blended with a post-Helvetica-Neue kind aesthetic, and this stuff don’t all the time play smartly in combination. At least it’s unique.

That stated, likelihood is that customers gained’t see this stuff an excessive amount of — that is all in reality for a advertising and marketing push that intentionally embraces weirdness in an effort to set Dropbox with the exception of its extra staid festival. The kind isn’t going to seem while you open your Dropbox menu or on your internet record checklist. Those want to stay usable and so will most likely retain the default sans-serif glance, despite the fact that you’ll be able to be expecting some aptitude right here and there from the brand new glance e book.

Old at best, new underneath. Personally, I favor the geometric kind.

While we’re divided at the brand aesthetic, we adore the brand new logo. While the previous one used to be lovely obviously a real field, the brand new one reduces that graphic to its elementary shapes: a bunch of 5 isometric squares, or what laypeople name “diamonds.” The symbol is open to interpretation however nonetheless recognizably a field, warding off missteps made by means of Airbnb and Uber. Ironically whilst the logo itself become extra geometric, the sort become much less so (maximum visual with the clipped bars and relatively off-kilter counters within the p and b).

Those corporations utterly redid their seems to be however failed to take action cogently: Airbnb’s pretentious new logo, the “Bélo,” aimed excessive however in the long run simply reminded customers of a mixture of quite a lot of reproductive and non-reproductive organs. Uber’s in a similar fashion high-concept redo used to be merely incomprehensible. Microsoft threw away a long time of colourful historical past with its Windows 10 logo and changed it with one thing deeply bland.

Considering the disasters of primary tech corporations in making an attempt the duty of a reinvention, Dropbox’s paintings here’s at the entire admirable. We sit up for the use of the brand new geometric logo and the focal point on creatives is welcome and sensible. The complete tale of the redesign can also be scrolled thru interminably right here.

Featured Image: Dropbox

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