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Evolving the Dropbox Brand

124 pointsby tanokuover 7 years ago

45 comments

mugsieover 7 years ago
Wow. that is (from my perspective - but only mine) terrible.<p>Janky scrolling, things flying around, random animations that don&#x27;t finish before you scroll past them.<p>The left &#x2F; right alternate scroll is .... unsettling.
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rodwover 7 years ago
I get the metaphor and all, but I found this statement to be pretty over-the-top:<p>&gt; Our old logo was a blue box that implied, “Dropbox is a great place to store stuff.” The new one is cleaner and simpler. And we’ve evolved it from a literal box, to a collection of surfaces to show that Dropbox is an open platform, and a place for creation.<p>Maybe this is just an intermediate step in an attempt to preserve some brand continuity, and something more radically different is coming later, but the new logo sure looks a lot like a blue box to me. I literally didn&#x27;t realize the logo next to this text was the new logo, I kept scrolling down looking for something that wasn&#x27;t clearly a box.<p>I actually agree that the new logo is an improvement -- it really is &quot;cleaner and simpler&quot; -- but I think it is ridiculous to look at that new logo as anything more than (or other than) a stylized box.
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roymurdockover 7 years ago
Not sure I understand the strategy here, was under the impression that Dropbox wanted to move further into the enterprise (read:lucrative) space which would favor a constant, subtle, and functional &quot;boring&quot; scheme.<p>This seems like a tear in the opposite direction and I&#x27;m not sure which target user&#x2F;market it was designed to appeal to. Maybe it&#x27;s just a refresh to try and stay top-of-mind in the face of competition from Google, Microsoft, and Box.
supernintendoover 7 years ago
This is the worst UX I&#x27;ve seen in a long time. Not only that, it&#x27;s visually garish. Apparently the designers at Dropbox have never heard of color theory.
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blockeover 7 years ago
My response to this site as someone who has had a paid Dropbox account for years:<p>Oh no. Oh... no. <i>follow link to dropbox.com</i> Ugh. What happened?<p>I&#x27;m now under the impression Dropbox will go out of business and I need to explore alternatives.<p>Edit: I think I identified what makes me intensely dislike it. The color scheme and design screams &quot;This is no longer for you, it&#x27;s for hipsters.&quot;
cupofjoakimover 7 years ago
I see what they wanted to do, but I think they misjudged their users. The non design oriented people using this will probably think that this is horrible - which it is (for this purpose). This kind of playful and color heavy design isn&#x27;t new or bad, it&#x27;s just that it has a really hard time breaking out of the art&#x2F;design magazine area. It&#x27;s impractical, forces the user to look extra hard, uses non-traditional color combinations with weird contrasts. Whoever greenlit this made a mistake.
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chrissnellover 7 years ago
That typeface is just dreadful. Dropbox is a utilitarian business product, not a mid-century art exhibit.
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x775over 7 years ago
They have posted some additional information on their blog: <a href="https:&#x2F;&#x2F;blogs.dropbox.com&#x2F;dropbox&#x2F;2017&#x2F;10&#x2F;creative-energy-keep-it-flowing&#x2F;" rel="nofollow">https:&#x2F;&#x2F;blogs.dropbox.com&#x2F;dropbox&#x2F;2017&#x2F;10&#x2F;creative-energy-ke...</a><p>You can see the new frontpage here: <a href="https:&#x2F;&#x2F;www.dropbox.com&#x2F;allyours" rel="nofollow">https:&#x2F;&#x2F;www.dropbox.com&#x2F;allyours</a>
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underyxover 7 years ago
Seems very similar to Spotify&#x27;s recent-ish rebranding. Which makes sense as the same agency appears to have worked on it <a href="https:&#x2F;&#x2F;www.wearecollins.com&#x2F;work&#x2F;spotify&#x2F;" rel="nofollow">https:&#x2F;&#x2F;www.wearecollins.com&#x2F;work&#x2F;spotify&#x2F;</a>
ferdboldover 7 years ago
Wow, that scrolling is a trainwreck
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Veratyrover 7 years ago
This reminds me of the time I watched the video about Uber&#x27;s new logo: <a href="https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=bx1-im6i8uk" rel="nofollow">https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=bx1-im6i8uk</a><p>Seriously, who comes up with this stuff? It feels like a bad joke.
gk1over 7 years ago
Everyone is dumping on this, but I, for one, applaud their daring to try something that doesn&#x27;t look like every other SaaS brand out there. (And besides, Box.com already beat them to that.)
laurentdcover 7 years ago
It&#x27;s probably totally subjective but I find the typeface needlessly &quot;wide&quot; and the colour palette unpleasant - especially that dark red and cyan combination in the new homepage [1]. It has some sort of retro Microsoft Frontpage &#x27;97 vibe.<p>[1] <a href="https:&#x2F;&#x2F;i.imgur.com&#x2F;rcZxsLs.png" rel="nofollow">https:&#x2F;&#x2F;i.imgur.com&#x2F;rcZxsLs.png</a>
Ezhikover 7 years ago
It&#x27;s like they switched from RGB to HSB colors without actually changing any of the values.<p>Also, [do unnecessary scrolling tricks justify <i>requiring</i> JavaScript?](<a href="https:&#x2F;&#x2F;i.imgur.com&#x2F;9mVzkaY.png" rel="nofollow">https:&#x2F;&#x2F;i.imgur.com&#x2F;9mVzkaY.png</a>)
kylecover 7 years ago
Let&#x27;s hope this brand evolution is better engineered than the web page that&#x27;s announcing it. The scrolling is appalling <a href="https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=iYPWaKHmAhE" rel="nofollow">https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=iYPWaKHmAhE</a>
jdlygaover 7 years ago
Looks stylish and artistic. Not exactly what I usually think of when I think of Dropbox. I use them mostly cause they&#x27;re the most reliable cloud storage method I&#x27;ve tried. But looks nice to me.
timkellerover 7 years ago
This is just so sad. I&#x27;ve used, paid for, and loved Dropbox for years and years. It is really worrying that anyone in the company felt it was OK to launch this rebrand.
bpicoloover 7 years ago
&gt; Hello, this is Sharp Grotesk<p>They nailed it on grotesk
tbvover 7 years ago
This makes me sad. I can barely read that new typeface. If I were on the market for a files backup solution, I&#x27;d want the product to communicate robustness and reliability. This combination of whimsy and the site simply not working sends a bad signal.
Grue3over 7 years ago
I haven&#x27;t looked into details, but the presentation looks pretty garish. I think the best thing about Dropbox is that you don&#x27;t notice it. It just works. A garish, attention-grabbing logo is the exact opposite of what Dropbox should represent.
danirodover 7 years ago
What is this nightmare? Neither the Space bar, Down Arrow or Page Down keys are working on this page in Firefox. I don&#x27;t see the scrollbar either, so I cannot guess how much will I have to scroll using the [sigh] mousewheel.
moocowtruckover 7 years ago
this has to be the worst website i&#x27;ve been on since 1997<p>double scroll bars? I can&#x27;t scroll by clicking? all kinds of colors that don&#x27;t work, i&#x27;m so confused right now i&#x27;ll just pretend it didnt exist..
dhoulbover 7 years ago
Urgh, gross. Visual vomit — totally impractical and communicates nothing.
spike021over 7 years ago
Who approved this?
gwbas1cover 7 years ago
Uhhh, did they only change the logo? Did they come out with a new product, or alter Dropbox&#x27;s functionality?<p>I really don&#x27;t understand what this is all about.
lessclueover 7 years ago
Wow, this is truly terrible. Those colors are godawful.
krsdcblover 7 years ago
I see what they&#x27;re trying to do, but feel like it went horribly wrong at some point and got forced into beeing a lifestyle magazine...
valineover 7 years ago
It&#x27;s almost like they used a random color palette generator. The colors they chose look entirely random to my eyes.
pcmaffeyover 7 years ago
Wow, that broke my browser (chrome, no less). I love innovative UX, but multiple internal scrollbars, a &lt;noscript&gt; tag that shows up as text at the bottom of the page, hijacked and then broken scrolling. Looks more like a college web design project than something that would come out of a top web company... yikes.
crispinbover 7 years ago
I was truly convinced that this must be a third party joke, but it appears Dropbox really does own dropbox.design.
plinkplinkover 7 years ago
If this becomes the new trend in design, I might have to get out of the business.
nathanaldensrover 7 years ago
Looks like they are modifying the site to fix some of the complaints here. It doesn&#x27;t seem to have two scrolling areas and standard keyboard navigation seems to work.<p>The colors and typography are still hideous, though.
AlexeyBrinover 7 years ago
The scroll on the page is a terrible idea. I was under the impression the page has a problem, with the delay between the left&#x2F;right pane, until I realized it was intentional ...
viniover 7 years ago
very bad ux on this one
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louskenover 7 years ago
&quot;You need to enable JavaScript to run this app.&quot; No thanks, there&#x27;re exactly zero reasons to have webpage like this JS only.
ameliusover 7 years ago
There are two scrollbars, and both of them don&#x27;t work!<p>The left one doesn&#x27;t scroll, the right one reveals some weird script tag.
szastupovover 7 years ago
Omg the site is so jerky in desktop Safari.
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mellamoyoover 7 years ago
What are fellow HN&#x27;ers using for file sync&#x2F;sharing? I was a Dropbox early adopter but haven&#x27;t been as impressed as of late, with Dropbox suddenly trying to integrate into my MS Office apps and trying to upload my screenshots and photos.<p>I&#x27;m not a huge fan of Google Drive&#x27;s recent redesign either. I like box.com but haven&#x27;t moved anything yet.
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bengunninkover 7 years ago
Is godawful rainbow design the new thing now? First Mozilla, and now Dropbox?
Kiroover 7 years ago
I get two scrollbars. First time I&#x27;ve seen that.
mxwllover 7 years ago
very spotify-ish
ihumanover 7 years ago
Why is this marked as a duplicate? It seems to be the only post from this url, and the only post with the phrase &quot;dropbox brand&quot;
holydudeover 7 years ago
The old dropbox for me had a spectacular unique design and i really loved it. The design of the file browser before the previous one was imho the best.<p>I feel like this is a huge step backwards and if the seamless experience of using dropbox worsens i will consider switching. But then again i am not a paying customer.
ant512over 7 years ago
The jerky scrolling on that page isn&#x27;t pleasant.
minimaxirover 7 years ago
This shouldn’t be marked as a dupe. It’s a new redesign.