Dropbox have announced a new logo and “brand” (and the website feels like it was written by hipster Don Draper):

Our old logo was a blue box that implied, “Dropbox is a great place to store stuff.” The new one is cleaner and simpler. And we’ve evolved it from a literal box, to a collection of surfaces to show that Dropbox is an open platform, and a place for creation.

Armin, over at Brand New (no, not that one), has a good run-down on the changes:

While there is something exciting about all the individual identity elements, concepts, and executions of each, perhaps there is too much to each of them and when they come together, it’s hard to tell what we are supposed to take away from it. Right now, you can see the new identity on this Dropbox area of their website and it all feels kind of random, from the color of the logo to the background colors to the co-creation image. I feel like I should like this more than I do and perhaps it’s my hesitation to accept Dropbox not just as file-storage but as a tool that enables and empowers me to be more creative… because it is not. It would be like saying that my portable 1 terabyte hard drive allows me to come up with ideas. It does not. The same way Dropbox does not. Which is fine as I am not expecting or looking for a product like Dropbox to inspire me.

The logo looks fine, the type looks great, but I don’t know why all the other stuff is needed. I still love me some basic Dropbox though. A folder that syncs. That’s all I want.