The first major overhaul for Dropbox in a decade sees a very different look for one of the leading and most recognised cloud-based storage offerings. New Dropbox branding gets our review.

The new Dropbox logo goes more abstract

The new logo has lost the obvious box in favour of a slightly more abstract looking box. Quoting Dropbox, it’s “a collection of surfaces to show that Dropbox is an open platform, and a place for creation”. Nothing too radical here. Kind of what you’d expect. But that’s where the conservative approach ends…

New Dropbox Branding - logo old and new

Brave new Dropbox branding

The Dropbox brand has taken on a brave new direction, which they hope will give their marketing a more creative and playful side. They’ve introduced a new colour palette which produces some unexpected pairings and a new typeface called Sharp Grotesk – with a mind-boggling 259 different weights and sizes!

Dropbox has used illustrations for years and at the time it was quite a revolutionary approach for a technology company, however (as with most things) others caught on so it lost its uniqueness. They are continuing with the use of illustration but they are going for a rougher, hand-drawn and colourful style.

There’s one final element of the brand – they call it “co-creation” – where artists join forces to tell a story. The split imagery uses contrasting styles which are a visual metaphor for creating work together and collaboration. Nice.

The new Dropbox colour palette is ‘Marmite’ for some

New Dropbox Branding Colours


New DropBox Branding - Fonts

New Dropbox Branding Imagery

New Dropbox Brand Style

New Dropbox brand video

The rebranding video shows nothing in the way of cloud storage and instead concentrates more on people and their creative energy, presenting work from several artists.

Thoughts from me…

The logo gets a big thumbs up from me. The simplified new icon and bolder blue are distinctive. After my initial raised eyebrows, the colour palette has quickly grown on me. However the font, I’m sorry to say, I just don’t like it. The super wide and condensed versions just sit awkwardly and while they say that the 259 variants give them “lots of versatility”, I think it’s just confusing. I applaud the way they are featuring artists in their co-creation images though, helping to raise their profile by giving them some (probably much appreciated) publicity.

Overall, I admire them for taking a very different approach. In a world where brands are constantly simplifying and removing things, it’s nice to see something with a bit of pizzazz and something that might be considered controversial, after all, that’s what the creative industry is all about.

New Dropbox branding splits opinion in the studio

It’s safe to say the Dropbox new branding splits opinion in our studio, with mixed feelings from all sides. We had positive(ish) reviews from our brand and digital designers Zoe and Chris who nodded appreciatively with mutters of ‘Mmm… yeah, I like it”. The accounts team were less impressed, they thought it was confused and said: “it’s trying too hard”. Threerooms Director, Ian Morris, did like the logo, but he also wasn’t sold on the brand style, saying it was “all over the place” along with a few more expletives.

“The look and feel is straight out of a 90s design book. I’m not convinced at all.”

Ian Morris, Threerooms Director

Our top trumps

How does the new Dropbox brand stack up

Clarity: 7/10
Originality: 8/10
Trend-Factor: 8/10
Brand application: 6/10
Neville Brody 90’s Design Renaissance Factor: 10/10

Overall score: 7/10

Get the good stuff. Join our newsletter

Subscribe to receive insights and advice on brand, marketing, and digital every 1-2 months.