Dropbox Redesigned After 10 Years With a Focus on Creativity

Dropbox is finally adding a bit of colour to its brand, literally. The cloud storage company announced an overhaul after 10 years, with a focus on creativity. "Today we're announcing the biggest change to Dropbox's look in our 10-year history," the company's home page says.

The new design revamp includes a new logo, colour schemes, and typefaces. Dropbox essentially is trying to differentiate itself from the rest of the crowd by stressing on creativity, and pushing itself as "a place for creation." The new Dropbox refresh has been led by Creative Director Aaron Robbs and Nicholas Jitkoff who is VP of Design.

Talking about the new redesign, Dropbox CMO Carolyn Feinstein told Adweek, "At Dropbox, we had for a long time had this quite differentiated, thoughtful, authentic perspective on modern work and our optimistic belief that there is a better way. We play in an increasingly crowded and competitive category. It's really important for us to be able to carve out a unique positioning that feels really true to who we are and true to the impact we want to have in the world."

Dropbox introduced Sharp Grotesk as the new brand typeface. "With 259 fonts, our new typeface Sharp Grotesk gives us lots of versatility, allowing us to 'speak' in a variety of tones. Take a look at the gif to get a better idea," said Robbs and Jitkoff.

Dropbox's Feinstein stressed that the new revamp is heavily inspired by creativity. "What this allows us to do is in different environments express ourselves in a way that makes sense for that situation. Sometimes, especially in products when we want to back up a little bit and put the showcase on the work and people using our products, we will stay really blue and white. In other cases, our palette is much richer and able to flex into different environments in the places we might show up while also giving a nod to the creativity of our users," Feinstein said.