![]() It seems as if Dropbox didn’t want to give up on their famous box-shaped logo that made them recognizable among their competitors. New Logo Helps Dropbox Promote Themselves As An Open PlatformĪt the first glance, the new logomark looks very similar to the old one. However, as a company that’s widely thought of as merely a cloud service where people keep their files, shifting this kind of perception may be a very difficult task. As people from Dropbox admit themselves, they’re trying to present their service not only as a “place to store your files”, but “a living workspace where people and ideas come together.” ![]() ![]() This is a signal that they’re trying to broaden their field of operations and create a completely new story to enrich their brand.Ī new visual identity was supposed to reinforce this attempt. ![]() They launched Dropbox Paper, a collaborative document editor. Now they’re trying to reinvent themselves and change the way people see them. Logo Redesign Can Tell A New Story About Your BrandĪs it was said, for years Dropbox was perceived exclusively as a file storage and sharing business. Let’s see why they did this and whether this was the right move. The reason for this move was an overall rebrand that Dropbox tried to carry out. The whole visual identity was substantially shifted. This time, the redesign was more than just about the logo. Instrument, XXIX, Sharp Type and Animade also share credits. The new identity was created by NY and San Francisco-based COLLINS and shared with Dropbox’s in-house team, the Dropbox Brand Studio. And in 2017, people at Dropbox concluded that it’s time for another redesign. Since then, it has been revamped three times, in 2008, 20. And they decided it’s time to do a little bit of logo redesign once again.Ĭredits to the original logo go to the CEO and co-founder Drew Houston. Having all this in mind, it’s clear that Dropbox is a true file storage giant. It is estimated that the company makes more than $1 billion per year. They have more than 500 million active users, with this number set to grow to some 540 million until the end of the year. "We are not perfect," Castellarnau says, "like anybody else.Dropbox launched in 2007 and since then, has been a go-to for file storage and file sharing. Illustrations can also turn an aggravating error message into a charming mea culpa-or at least a sign that the app was made by humans for humans. (Castellarnau thinks a double-decker bus has more emotional resonance than a single-decker one.) The sign-up window on the new app displays how you can send and access files from anywhere, whether you're on a train, airplane, or double-decker bus. That hasn't changed, even though the company is now valued at $10 billion. For that, Dropbox has cultivated a whimsical personality expressed through playful animations.ĭropbox has always deployed illustrations as a way to bring a human feel to such technical-sounding activities as data syncing. But ease of use isn’t always enough to win brand loyalists. To the right of the bell is a descriptive noun, “notifications.” Clarity achieved, albeit with 13-character word.Ī crystal-clear four-feature main menu keeps users from scratching their heads. The very thing that was meant to lighten a user’s cognitive load through visual shorthand-an icon-led to more confusion and, ultimately, avoidance. “Everybody gave a different answer.” Plus, nobody clicked on it, which was a bigger problem. “Nobody knew what that bell was about,” Castellarnau says. The bell icon represents notifications of activities in your account-when some shares a file with you, for instance-but that was news to app users. There was one button the team decided to keep in the main menu even though few people used it. Sometimes an Icon's Meaning Isn't Obvious In bringing the app up to date with Google's Material Design standards, the company saw an opportunity to improve how the app functioned in the hands of users. #DROPBOX LOGO REDESIGN MAC#But Dropbox wants to strike a balance between mere simplicity and the kind of approachability famously exemplified by Apple’s smiling Mac icon, designed by Susan Kare in 1984. This makes sense, because the straightforward act of sharing documents shouldn't require fancy UI moves. “We aspire to be as invisible as possible,” Castellarnau says. From its beginning in 2007, the company's design efforts have been intentionally low-profile. Now, that may not seem like an impressive feat, but the company managed to make the UI even more straightforward.ĭropbox doesn't come to mind when you think of design-driven companies, and that's just fine with Alex Castellarnau, the company's head of design. #DROPBOX LOGO REDESIGN ANDROID#When it came time to redesign Dropbox's five-year-old Android app, the goal was to downplay design even more. ![]()
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