Dropbox in Talks for Logo Redesign as Part of Brand Refresh

Dropbox’s iconic blue box logo could soon get a makeover. The cloud file storage company is considering a logo change as part of a broader rebranding effort to highlight the company’s growing emphasis on the business market, according to three people familiar with the matter.

The brand refresh is aimed at modernizing the look and feel of the company’s logo, while putting a stronger emphasis on Dropbox’s messaging around the work and productivity space. The design and messaging haven’t been finalized but are expected to be rolled out within the next three months, according to one of these people.

No subscription? You’re missing out.
Join the high-powered community of tech and business leaders who rely on The Information’s original news and in-depth reporting.
Subscribe to read the remaining 441 words of this article.
What’s included in a subscription?
Read The Information’s original, in-depth reporting and analysis
Receive as-they-happen articles via email
Talk with award-winning reporters in subscriber-only conference calls
Join the conversation on our subscriber-only Slack channel
Attend intimate, high-powered events with leaders in tech and business
Subscribe to The Information

It isn’t rare to see fast-growth companies go through a brand refresh. Uber and Airbnb have completely overhauled their logos in recent years, while even big companies like Google and Amazon have made some changes to their logos. Dropbox has made minor adjustments to its logo and font several times over the past decade.

Stowe Boyd commented on this article.
Read comments from top tech and industry leaders
Joe Lonsdale
Joe Lonsdale
Founding Partner, Eight
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
Tina Sharkey
Tina Sharkey
CEO, Brandless
Jonah Peretti
Jonah Peretti
CEO, Buzzfeed
Adam D'Angelo
Adam D'Angelo
CEO, Quora
Brit Morin
Brit Morin
Founder & CEO, Brit + CO
Dustin Moskovitz
Dustin Moskovitz
Co-Founder, Asana
Christina Miller
Christina Miller
President & General Manager, Turner
Max Levchin
Max Levchin
CEO, Affirm
Adam Mosseri
Adam Mosseri
Director of Product, Facebook
Alex Mather
Alex Mather
The Athletic
Martha Josephson
Martha Josephson
Partner, Egon Zehnder
James Murdoch
James Murdoch
Co-Chief Operating Officer, 21st Century Fox
Andrew Kortina
Andrew Kortina
Founder, Venmo
Ben Chestnut
Ben Chestnut
Co-Founder & CEO, Mailchimp
Ruchi Sanghvi
Ruchi Sanghvi
VP Operations, Dropbox
Login or Subscribe to follow the discussions happening here and real-time in our   Slack Community.
If the new brand is well-received, it could help Dropbox as it gears toward a public offering.