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.