Dropbox announced a brand redesign, the first in the ten years they have operated as a file sharing company. The new look also introduces a tweaked logo that is generally flatter than its predecessor; it looks less of a box and more a plane of surfaces complementing one another.
The design language appears to target the creative youth of today, with a squashed sans serif typeface and an interesting palette of colors.
The redesign is meant to make it stand out from its peers like Google Drive, Microsoft OneDrive, iCloud etc all of whom have some form of corporate blue in their branding. In an interview with AdWeek, Dropbox says the re-branding is meant to give a ‘nod to the creativity of our users’, and is aimed to be flexible enough to adapt to change.
Though the branding is new, most of the interface elements found in the app and web will remain the same; blue and white aesthetics that are not going anywhere, anytime soon.