Wednesday, 04 October 2017 12:24

VIDEO: Dropbox evolves logo with cleaner, simpler look and new creative focus


If you take a quick glance at the new Dropbox logo, you might not notice any difference, but the company is going all out to focus on creative energy and to engage users.

Dropbox. It's a business that helps you store your data, to share it, to work on it collaboratively, and to keep your data safe in the cloud.

The company's Carolyn Feinstein explained in a blog post that: "Dropbox isn't only a place to store your files. We're living a workspace where people and ideas come together. But while the way people use Dropbox has changed dramatically over the past 10 years, our brand hasn't.

"That's why today we're excited to tell the story of our brand and unveil a new look for Dropbox. The design reflects out passion: building tools that help teams find focus, stay in the flow and unleash their creative energy."

You can read the rest of Feinstein's post here, which goes into more detail on why Dropbox has made the change.

You can see the new look at Dropbox's new home page here, but the updated logo (shown below) won't appear everywhere immediately, with the comapny stating: "Users will begin to see Dropbox’s new look, from the website to products, over the next few weeks. The company will also be sharing its story in a global ad campaign initially from the US to the UK to Australia. "

The company also has a page called "", which also goes into further and more colourful detail. 

Interestingly, the company has changed its logo before – The Next Web noticed a minor change to the Dropbox logo back in 2015, but today's change is bigger, even if on the face of it, you it still looks extremely familiar.

So, with Dropbox’s mission having "evolved from keeping files in sync to helping teams in sync", the company is keen for you to see "this new brand shows that Dropbox isn’t just a place to store files, but instead a living workspace that brings teams and ideas together".

New facets of Dropbox’s rebrand include:

  • Visual design – The new design system is built on the idea that extraordinary things happen when diverse minds come together and is communicated visually by pairing contrasting colours, type and imagery.
  • Typography – With 259 fonts, the new typeface Sharp Grotesk allows for versatility, allowing Dropbox to “speak” in a variety of tones.
  • The Logo – Cleaner and simpler, the new logo has evolved from a literal box to a collection of surfaces to illustrate Dropbox is an open platform and a place for creation.
  • Colour – The new system juxtaposes colours in bold, unexpected ways, and changes based on the situation.
  • Co-creation with artists – Dropbox is partnering with artists to create visual metaphors for collaboration, and these will roll out in the next few weeks and months.

Here's the new Dropbox video focusing on all the creative energy that is meant to differentiate Dropbox from being "just a feature", as Steve Jobs once derided, into a brand, company and collection of products and services that, thus far at least on this front, has proven Jobs very wrong.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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