Rebrands are complicated, and carry big risks.Įven big brands aren't immune - just look at Uber.
If you're considering a rebrand, keep reading to learn how to rebrand a company, plus examples of other brands who've successfully rebranded their website, name, logo, or entire company mission and purpose.īut first, let's make sure you have the right reasons to rebrand. However you got here, you're not happy.įortunately, rebranding is not uncommon - many major brands, ranging from Dunkin' Donuts to Uber, have successfully rebranded in the past. Whether your branding design efforts started (and ended) with a logo jotted down on a napkin, or you whiteboarded your way through the complete branding process - from brand values to logo variations - somewhere along the way things stopped working. Plus, even if you made creating a brand identity a priority in the beginning, a change in business plans might have made your initial branding strategy obsolete. After all, it's hard to sit down and flip through fonts when you're still trying to figure out who your customers are (and where to find them). The last time they updated their logo they posted about a short history of the logo on their company blog.When you're first starting a business, branding is likely the last thing on your mind. The logo was redesigned in 2008, 2012, and 2013. The original logo was designed in 2007 by co-founder and CEO Drew Houston. The logo would be the fourth redesign of the Dropbox logo.
The video is 60 seconds long.ĭropbox’s branding guidelines page also has yet to have any update, and is missing other critical steps on the rebranding checklist. The new Dropbox logo can be seen at the end of their “Dropbox: creative freedom” video posted on Youtube on October 13, 2015. At the end of the beautiful commercial, the tagline hangs too tall to match the cap-height of the logo’s x-height, and too small to be equal. The only awkward part of the new logo is the contrast in size with the tagline itself. A stretch, I know – you see what I did there? Perhaps that’s why the company chose a slightly more expanded logotype to pair their mark. The clever tagline, “All Yours,” tells the real story of Dropbox’s benefit to the world – allowing you to keep all your things in one place and yet share them with your collaborators. The new Dropbox logotype is set in a much more squat san serif, resembling Motiva Sans, but personalized slightly for their brand. These personalizations are similar to the subtle shifts made to the previous typeface Franklin Gothic. The new logo keeps the same flat glyph (the box icon) but changes the logotype. Dropbox has revealed a new logo at the end of their Creative Freedom commercial. We couldn’t find any news about the update, so we thought we would share it with the world.
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