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Dropbox dialing their new(-ish) branding down?

over 4 years ago from Bryan Zavestoski, Product Design @ Zavzen Design

  • Eduardo NunesEduardo Nunes, over 4 years ago

    I’m really curious about this. I still see the heavy branding, but always thought it was a matter of time before they dialed it down a bit. For brands targeted at very broad and diverse user bases, like Dropbox is, it seems like time, user feedback and over-reliance on analytics eventually push design towards the same bland, safe choices. You can make some ripples every now and then, but the system will eventually self-correct (not always for the better, of course).

    5 points
    • Richard BruskowskiRichard Bruskowski, over 4 years ago

      I guess you need to switch the language to English (UK or US) to see the old design Bryan is talking about. You can choose the language at the very bottom. The design is not the only difference though, the english landing pages also seem to speak more to business prospects while all the non-english landing pages put more of an equal weight on private/freelancer prospects and larger businesses. Not sure, but I think I remember that both these designs have been around in parallel already at the time of the launch of the new brand design. Looking at both, I feel the new brand design makes the baby-blueish-gray older design look pale and dated in comparison.

      2 points
    • Bryan Zavestoski, over 4 years ago

      Yeah, it's not at all surprising that it's being implemented more subtly.

      There's a balance that has to be made between analytics-driven and intuition-driven approaches, but ideally that is a company-wide conversation rather than competing teams with different ideas. It almost becomes more about internal communication rather than the actual external branding.

      0 points