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The New Dropbox(dropbox.design)

over 5 years ago from Bryan Zavestoski, Product Design @ Zavzen Design

  • Nice ShoesNice Shoes, over 5 years ago

    How can a brand that got soooo much right get this soooo wrong?

    I think we have a strong contender for worst rebrand/redesign of the year.

    259 fonts! Two. Hundred. And. Fifty. Nine!

    That doesn’t demonstrate diversity. It demonstrates a lack of direction.

    As sad/weird/melodramatic as this may sound; I’ve never felt so angry about a rebrand before. I feel betrayed.

    48 points
    • Jim SilvermanJim Silverman, over 5 years ago

      it's one font in 21 widths and 7 weights. https://sharptype.co/typefaces/sharp-grotesk/

      4 points
      • Nice ShoesNice Shoes, over 5 years ago

        It says they have 259. Like it’s a good thing.

        3 points
      • Sam SolomonSam Solomon, over 5 years ago

        I think this may be part of the issue.

        Constraint is a good thing, having too many font weights can be a problem in itself. Add in different widths and you've multiplied the problem.

        Also, I strongly dislike the trend of these wide fonts. Even the short headlines are difficult to read. It reminds me of the Audi rebrand. http://www.audi.com/ci/en/renewed-brand.html

        0 points
        • Greg Warner, over 5 years ago

          I don't mind the wide font trend personally—but the lack of constraints in these kind of redesigns (huge variability in typographic hierarchy, enormously large, remixable color palettes) to me seem to undercut a core function of effective branding. If they're really going after only the creative segment as a way to differentiate, it could work for them—we don't know all their research on that. But in general I feel the look leads to a weaker aesthetic.

          1 point
      • Kai TurnerKai Turner, over 5 years ago

        I think they are waiting for someone to say that so that they can reply – it's 1 typeface with 259 fonts (which is technically the correct way to use 'font')

        0 points
    • Diego LafuenteDiego Lafuente, over 5 years ago

      I love the part when they say: "dont fill the logo, use only the authorized colors" (more than 50 colors variations provided)

      3 points