Dropbox announced a redesign today that introduces a whole lot more color into its former white-and-blue aesthetic. The new look also includes a flatter box logo that makes it look less like an actual box and more like planes of surface (or an… even more abstract box, for the non-artistic types.)
The new design is the company’s first major revamp in 10 years, and it’s a stark contrast to some of its biggest file sharing competitors like Box, Google Drive, and iCloud — all of which incorporates some version of blue in their logos. The update branches Dropbox out as if it’s the cool kids of file sharing, with a new, squashed-up typeface called Sharp Grotesk to go along with it.
In an interview with AdWeek, Dropbox says it’s hoping the new color combinations help it stand out more among the crowd, and aims to give a “nod to the creativity of our users.” The look and feel is now closer to Adobe than, say, Microsoft OneDrive. Dropbox says the logo colors “can change based on the situation,” though I am unclear on exactly what situation I would need my file sharing service to be a little more mint green than crimson red.
Though the logo is new, most of the web and app UI remains visually similar; it’s still mostly white with blue and grey accents. The new color combinations are more likely to be seen on marketing campaigns and ads than actual interface changes. The company noted to AdWeek that it will be rolling out more ad campaigns “strategically placed in cities and neighborhoods where creative people tend to live and work,” so expect to see more funky hues from Dropbox in the hipster city nearest you.
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