Dropbox has rebranded to promote itself as a creative platform rather than simply a file-sharing service.
The California-based file-hosting website worked with New York agency Collins to design its new visual identity, described as the biggest change to the company’s image in its 10-year history.
The design is based around a simplified version of the old logo, designed to look more like a collection of platforms rather than a literal box, “to show that Dropbox is an open platform, and a place for creation”. This logo comes in a vibrant spectrum of shades, as well as the original blue and white, and users are encouraged to choose which colour combination they prefer, to customise their interface.
Unfortunately the re-design has attracted criticism for its use of clashing colours. Infact this change has prompted a outpouring of criticism on Twitter, with one user describing the experience as making him feel colour blind.
Actually, according to Dropbox creative director Aaron Robbs and vice president of design Nicholas Jitkoff, the redesign is intended to show that the Dropbox is “a living workspace that brings teams and ideas together”.
Images by Collins