The differences in the mark are perhaps the most subtle thing about this entire rebrand, but unlike the other changes to the identity, this one is aesthetically pleasing. Yet, amongst all of chaos, the one element that kept me intrigued was the logo. Nearly everything about the rebrand felt so dramatically different that I felt as if I was looking at an entirely new brand. By the time I hit the bottom of the page, I felt as if I had seen every color known to man, in combinations that only my nightmares can dream up. As I scrolled, I witnessed colors changing, GIFs playing, and type changing size and weight.
Upon clicking the link, I was struck with confusion when I found myself faced with contrasting colors and bold imagery. To announce the rebrand, the file storage company tweeted a link to a webpage entitled “ Evolving the Dropbox Brand” that breaks down the stylistic elements of the new look, including the reasoning behind the change, the updated logo, the color palette, illustrations and photography, as well as typography. The file storage system that grew a strong following over the last decade for its simplicity, ease of use, and healthy amount of white space has traded in its look for a hodge-podge of images, colors, and font styles. Google and Instagram)-but this particular rebrand takes it to another level. Now, I know that when a big tech company releases a rebrand, there will always be backlash (ex.
Last week, Dropbox announced the biggest change to their visual brand that the company has seen in 10 years…and designers all over the internet immediately started freaking out (me included).
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