UN­LOCK­ING CREATIV­ITY

Computer Arts - - Showcase - DROPBOX RE­DESIGN by Collins www.wearec­ollins.com

Brand ex­pe­ri­ence de­sign stu­dio Collins worked closely with Dropbox’s in-house brand stu­dio to de­velop a new strate­gic and vis­ual so­lu­tion for the file-host­ing plat­form. In­spired by the cre­ative pos­si­bil­i­ties brought about by Dropbox tools, which en­able cus­tomers to work more ef­fi­ciently, the teams de­vised a vis­ual so­lu­tion that cel­e­brates what hap­pens when un­ex­pected com­bi­na­tions of ideas, colour, ty­pog­ra­phy, art, il­lus­tra­tion and pho­tog­ra­phy are brought to­gether.

Fea­tur­ing a cleaner, sim­pler ver­sion of the old logo (which ex­ists in a vi­brant spec­trum of shades), and a new type­face called Sharp Grotesk that in­cludes 250 dif­fer­ent fonts, the new brand has a wealth of pos­si­ble com­bi­na­tions to use.

“Collins cre­ated a sys­tem that was beau­ti­ful, strange and re­solved,” said Aaron Robbs, cre­ative di­rec­tor at Dropbox Brand Stu­dio, “but which still al­lows our in­ter­nal teams to have own­er­ship over how it evolves.”

Ad copy was set in Sharp Grotesk, which in­cludes 250 dif­fer­ent fonts, bring­ing the brand more ver­sa­til­ity. The logo comes in its orig­i­nal blue and white colour pal­ette, but there’s also a huge se­lec­tion of al­ter­na­tive com­bi­na­tions that can be used. The new logo de­sign is in­tended to look more like a col­lec­tion of plat­forms than a lit­eral box, in­di­cat­ing that Dropbox is an open plat­form. The de­sign sys­tem sheds po­lite vis­ual tropes in favour of non­con­ven­tional col­li­sions. A se­ries of play­ful illustrations ac­com­pa­nies no­ti­fi­ca­tions on the web­site.

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