filmed at Goldman Sachs Builders + Innovators Summit, Dropbox co-founder and CEO Drew. For most people, the original icon, with the original meaning, will still shine through. Drew Houston, Dropbox and the Evolution of a Tech Entrepreneur. However, what has changed is the rationale: Dropbox no longer see this as a box-which would imply storage-but rather as a series of surfaces-which implies open collaboration and creativity, apparently.įor those who still see the box, there’s a helpful animated logomark that tries to undermine the original’s 3D qualities. In fact, you’d be forgiven for thinking that they haven’t changed the logomark at all-other than the fact that someone’s run it through a Warhol-inspired Snapchat filter. The “open box” logo mark was the most recognizable of Dropbox’s brand assets, and fortunately they’ve had the good sense to retain it. This isn’t a brand design, so much as a brand repurposing. Our new brand system shows that Dropbox isn’t just a place to store your files-it’s a living workspace that brings teams and ideas together. As our mission has evolved from keeping files in sync to helping teams in sync, we realized our brand needs to change, too.
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