Sneers and cheers greets Dropbox as it announces redesign

Dropbox’s new look is garnering mixed reactions online.

The previous logo design was just a box, but it’s been replaced with a new one that the company described in on its website as “cleaner and simpler,” along with this jargon-laden sentence:

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.

Here’s a quick comparison of old and new:

Dropbox has a new FLATTER logo. http://pic.twitter.com/oOmDevXyW0

— Sara Fida (@OmanAdvertising) October 4, 2017

The logo has inspired some debate among design experts (both amateur and professional). However, it’s the way Dropbox announced it—and the significance the company put behind its rebranding—that has folks in marketing and branding world talking.

[RELATED: Learn how to properly pitch your stories, boost your visual content muscles, measure your tactics and more.]

The landing page Dropbox is using to promote the reboot seems to take itself very seriously.

“Today we’re announcing the biggest change to Dropbox’s look in our 10-year history,” the site declares, before forcing the user to scroll down to glimpse the new logo. Predictably, some didn’t care for the user experience:

Scrolling that website is the worst thing I experienced on the web in the last few weeks.

— Stanzilla (@stanzillaz) October 3, 2017

One thing the redesign does to differentiate Dropbox from its competitors is to add pops of color to the company’s branding. Though some said they liked the change, others ridiculed the move:

The new @dropbox reminds me of the windows 95 color schemes you could accidentally select

— Shiladitya M (@shiladitya) October 4, 2017

These 'new @Dropbox' color schemes are revived from deadstock of men's patterned shirts from Shillito's. http://pic.twitter.com/UmD82fgbXi

— Xárene (@xarene) October 4, 2017

dropbox lookin like the color selector at a JC Penney website. http://pic.twitter.com/sVCjsMJ3qb

— Scary Steve Kim (@Fobwashed) October 3, 2017

Dropbox also announced the redesign (and the philosophy behind it) in a one-minute video:

Dropbox’s chief marketing officer, Carolyn Feinstein, told AdWeek:

At Dropbox, we had for a long time had this quite differentiated, thoughtful, authentic perspective on modern work and our optimistic belief that there is a better way.

… We play in an increasingly crowded and competitive category. It’s really important for us to be able to carve out a unique positioning that feels really true to who we are and true to the impact we want to have in the world.

What do you think of the company’s new logo and redesign, PR Daily readers?

from PR Daily News Feed http://ift.tt/2fRFgMY