It’s a throwback color aesthetic (these color combinations are very ’70s modern) combined with a post-Helvetica-Neue type aesthetic, and these things don’t always play well together. It is, however, original while not being totally outlandish. Of course it’s a matter of taste, but none of us here are particularly into it. It has plenty of variations, from squat and heavy to ultra-narrow. The typeface, Sharp Grotesk, was designed by foundry Sharp Type, inspired by hand-drawn poster lettering and the work of Swiss designer Adrian Frutiger. It juxtaposes graphite drawings with collaged elements and other computer-generated imagery. The new visual style, made in collaboration with design house Collins, appears to avoid primary and secondary colors at all costs while keeping whitespace everything but white. “Our new illustration style picks up where our earliest style-loose, handmade, witty-left off,” write creative director Aaron Robbs and VP of Design Nicholas Jitkoff. dinosaurs traipsing through the snow) of longtime creative director Jon Ying, who left the company last year.
Gone are the whimsical colored pencil drawings (e.g.
The new branding aims to set Dropbox apart from other file syncing services by appealing to creative collaborators - but users probably won’t see too many changes. Today Dropbox introduced a new brand design that includes a revamped logo, a plethora of color schemes and a new typeface.
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