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Dropbox’s New Identity Sparks Outrage, Has Been Dubbed ‘Midlife Crisis’
By Izza Sofia, 06 Oct 2017
Dropbox has recently rolled out its new design system.
The bold new identity aims to illustrate Dropbox’s new collaboration tools as a deliberate move away from acting purely as a file storage facilitator.
Dropbox published a blog post stating the new brand design was inspired by the creative work of its customers—everyone from musicians to medical researchers. It includes a bright new colour palette, new typography, illustrations and collaboration with artists, a far cry from its minimalist blue-and-white corporate aesthetic.
The Dropbox logo continues to be the familiar blue surfaces in front of a black wordmark, but instead of forming a literal box, the collection of surfaces “show that Dropbox is an open platform, and a place for creation.”
It wants to move away from the label of simply being “a great place to store stuff,” and so the new logo can now change based on the situation—for instance, it can be animated, and take on new bright colours aside from blue.
However, not everyone is impressed with the revamp. Glug founder and UK freelance designer Nick Clement says the rebrand "doesn’t make my knees wobble", but points out, "I don’t even think half the complainers understand design or know the agency that did the works", before proceeding to "sod the haters".
A Twitter user said, “Still baffled that we’ve regressed to frozen yogurt meets baby poop color schemes in an attempt to reach millennials.”
Some responses were positive, with one saying “The Dropbox brand evolution is extreme and I love it; the most radical progression of a brand I’ve seen in years,” while another saying “Good on ya @DropboxDesign and @Dropbox! As long as all my files stay in sync you can do what ever f**k you wanna do.”
Take a look at the mixed responses down below.
Digging the new @DropboxDesign's brand aesthetic, but feels divorced from product. Wonder how much we'll see it coming back in UI.— Renato Valdés (@renn) October 3, 2017
[via Creative Bloq, opening image via Twitter]
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