About a week ago, I received a press release letting me know that Dropbox was updating their style guidelines with new typefaces and colours. To be honest, I didn’t think it was that interesting. But that new look is making an appearance in app and online updates now. And not everyone is happy.
The official statement says
As Dropbox’s mission has evolved from keeping files in sync to helping teams in sync, this new brand shows that Dropbox isn’t just a place to store files, but instead a living workspace that brings teams and ideas together.
What it amounts to is the use of new typefaces and colours.
Dropbox’s CMO Carolyn Feinstein said “Our new brand design was inspired by the creative work of our customers. They remind us every day what we’re capable of when we unleash our creative energy. You don’t have to be a painter or documentarian. We all want to do work that has meaning, that reflects our ideas and our potential”.
To be frank, that sounds like a bunch of fluffy corporate-speak.
Interestingly, she went on to say that one of the things that gets in the way of pur productivity is “busy work” which is precisely what this looks like to me.
Online reactions have been mixed. Although I’m certain many people will barely notice, others have been quite vociferous in saying they don’t like it. I’m indifferent to it. I’d rather see the company invest in making the product better, rather than the box it comes in.
What do you think? Is this rebranding a good thing?