The company saw a double-digit metrics lift after implementing, and then tweaking its new design. Designers cringed, but the new page actually performed. It was more colorful and modern and less simplistic. The pricing page changed with the redesign. The numbers, however, disagree with designers’ distaste. As a result, some call the decision scattered and say it lacks direction. The redesign is anything but simple and consistent – not only are users able to change the platform’s colors, but it’s fonts as well. What Designers Dislike About the Redesignĭesigners have expressed that the redesign moves away from what designers loved about the company – t heir simple, consistent design that acted as a blank canvas for users. They acted to stand out in a competitive product category and to create a stronger connection between brand and consumer. They aimed to shift the perception of Dropbox from a place that you store your files to a place that creative collaboration takes place. Why? As Jessica puts it, Dropbox found in a competitive analysis that they were too similar to their competitors, both in image and messaging.

Jessica English, head of brand marketing, and James Keating, head of marketing EMEA, provided further context on the rebranding. The company is trying to create a space that fits with its customers’ unique personalities. Jitkoff makes it clear what Dropbox’s intention is with the redesign – to foster creativity. Colour can go from a standard Dropbox blue to ‘whoa’.” He continues: “Our new system lets us pick the right amount of expressiveness for the situation. We communicate this visually by pairing contrasting colours, type, and imagery to show what’s possible when we bring ideas together in unexpected ways.” Vice President of Design Nicholas Jitkoff said that redesign intends to show Dropbox as “a living workspace that brings teams and ideas together”.įurther, he states: “Our new design system is built on the idea that extraordinary things happen when diverse minds come together. Was it the right move for Dropbox? Dropbox Describes Their Rebranding Dropbox is really excited about and seems very happy with their decision, however, many industry experts are questioning the decision. Little has changed with its image in the last 10 years, so this decision had an impact on the design community.

Dropbox’s rebranding was a major move for them.

Dropbox logo redesign