Find
Find what you need fast, across Dropbox and your other apps Our reading
The system
Fixed, everywhere
- The glyph, the word mark and the Tab
- Dropbox Blue, Coconut and Graphite
- DB Sharp Grotesk
The one thing that varies
The accents and imagery. Each story or photo can take its own accent from the sixteen; the core three stay put.
Color, in proportion
Share of homepage height by band ground on dropbox.com at 1440px (observed, 2026-10-28).
How loud each format gets
Silent
QuietEmailError message
CalmLanding pageDeckProposal page
WarmAd
LoudSocial post
Loudest
Our engine's setting, built from their rules.
Every piece passes two checks
Logo hidden
Cover the logo. It should still read as Dropbox: Coconut and Graphite planes, blue on the action in product and web pieces (campaigns may run full blue grounds), a medium-weight grotesk, an accent with its own dark.
Swap test
Put a competitor's logo on it. If a blue-on-white SaaS page could wear it just as well, it's generic, and it goes back.
Strategy
For teams drowning in scattered files and tools, Dropbox is one place to store, share and find work, so less time goes to busywork and more to finished work. Our reading
Sync and share
Everyone stays in sync; sharing big files doesn't slow work down Our reading
Secure
Security is built in, never second Our reading
Works with your AI
Your Dropbox content goes to work inside the AI tools you already use Our reading
Less uploading. Less explaining. More doing.
One place to store, share, and collaborate
Find it fast, every time
Share files without the slowdown
Full spec
- For Observed
- individuals and teams; the homepage names construction, media, technology, professional services, manufacturing and education. Dash campaign work targets creative and marketing teams.
- Problem Published
- How we all work today is messy
- Promise Published
- Dropbox is designed to simplify the frenzy of modern work.
- Mission Published
- Our mission is to design a more enlightened way of working
Proof behind each pillar
- Find. Previews for 175+ file types
- Find. "Dropbox Dash brings a level of clarity to this chaos." Ben Gibbard, Death Cab for Cutie
- Sync and share. Large file transfers up to 250GB
- Works with your AI. Official Technology Partner of the McLaren Formula 1 Team (multi-year, from 2024)
Story Published
Dropbox started in 2007 to make files sync simply; it now builds products that remove busywork so people can focus on meaningful work, against tools that interrupt and fragment teams.
Values
Be worthy of trust
act with integrity and honesty, even when no one is watching.
PublishedThey win, we win
customers' success is the company's success; start from their needs.
PublishedKeep it simple
build focused products; avoid needless complexity in plans and process.
PublishedOwn it
take full responsibility, clear your own blockers, learn from mistakes.
PublishedMake work human
design for people's real needs; a compassionate, inclusive culture.
PublishedCategory. Dropbox is one place to keep life organized and keep work moving. Published
Why them
- Scale and trust: over 700 million registered users Observed
- Dropbox content brought into AI tools (OpenAI, Anthropic, Google Gemini and others) rather than a closed assistant Observed
- Dash: one search across the apps a team already uses, with content access controls Published
- Security framed as first, not an add-on ("Security never comes second") Observed
Instead of
Google Drive, Microsoft OneDrive, Box (file storage); Notion, Asana and app-native search (for Dash)
Boilerplate Published
Dropbox is one place to keep life organized and keep work moving. More than 700 million registered users across 180 countries rely on it. Its mission is to design a more enlightened way of working. Headquartered in San Francisco.
Taglines
For All Things Worth Saving Published
Find anything. Protect everything. Observed
Go from idea to done with Dropbox. Published
Get to work, with a lot less work. Published
They never claim
- Never make the Dropbox name plural or possessive, or use it as a noun or verb; it is a capitalized adjective. Published
- Partners may say 'works with Dropbox' or 'compatible with Dropbox' only if it's true. Published
- Never edit, recolor, rotate, stretch or otherwise modify the logo, or fold it into another logo or product name. Published
- Delight stays small: the motion guide prefers a wink over confetti. Published
- No jargon. Published
More real lines
Security never comes second
Bring Dropbox content into your favorite AI tools
Find answers across your work
Cut through chaos with Dropbox Dash
For All Things Worth Saving
Dropbox Dash learns from your past decks, docs, and plans
Work faster with content you already have
Four pillars, framed as design-strategy prompts rather than rules: humanity (warm, soulful, relatable), clarity (surface what matters, cut what doesn't), action (the next step is always obvious, no manual needed) and delight (small moments of joy, never dull).
Source: brand.dropbox.com/framework
Personality and voice
SimpleKeep it crystal clear. Trim words. Use strong nouns. Craft a story.Published
HelpfulHelp people take action; tell them what's coming, then show how to get there.Published
HumanStay real and relatable; write the way you talk; avoid jargon; real people read your words.Published
MagicCharm them with wit. Clever is great. Fresh language is even better.Published
Upload the file. Then send the link.
Leverage seamless content-collaboration workflows.
Magic comes last and is written as "& magic": wit is the finish on clear, useful writing, not a substitute for it.
Full spec
- Sentence case headlines
- Never: Dropboxes, Dropbox's, Dropboxing, Dropbox it. Say Dropbox as a capitalized adjective, spelled as is ("Dropbox files")
- No jargon: write the way you talk
- Every message says what happens next and how to get there
- Trim words; prefer strong, concrete nouns
SimpleHelpfulHumanMagic
Four voice pillars that map to the brand pillars: simple (clarity), helpful (action), human (relatability), and magic (wit and surprise). The guide shows short sample lines but no tone-by-situation scale.
- Trim words; use strong, concrete nouns
- Say what's next and how to get there
- Write the way you talk; no jargon
- Fresh language over stock phrases
- Simple: crystal clear, trim words, strong nouns, tell a story.
- Helpful: say what's coming next and show how to get there.
- Human: write the way you talk; real people read the words.
- Magic: charm with wit; clever is good, fresh language that surprises is better.
Source: brand.dropbox.com/voice-and-tone
Not published: tone shifts by situation; capitalization, punctuation or word lists.
Source: brand.dropbox.com/voice-and-tonedropbox.com/branding
Logo
Logos shown from Brandfetch for reference. Dropbox is a trademark of Dropbox, Inc. Not affiliated, and not for download.
Works with Dropbox
Dropbox your files
Making the logo a plane that organizes the page means the mark does layout work instead of sitting on top as a sticker.
Full spec
- Full logo for partnerships and video; the Tab for compositions. The dropbox.com nav uses the Tab with the word mark beside it (desktop) and the bare glyph (phone), observed 2026-10-29
- When the Tab appears, the layout is set from it
- Your own name and logo stay more prominent than Dropbox's
- "Works with Dropbox" only in text, and only if true
- Don’t edit, distort, recolor, rotate, stretch or rebuild the logo
- Don’t put the logo in your own logo, product or domain name
- Don’t make the name plural, possessive, a noun or a verb
- Don’t imply sponsorship or affiliation
Two expressions. Version A, the full logo (glyph plus word mark), is for high-level uses like partnerships and video. Version B, the Tab, puts the glyph inside a plane; when the Tab is used, the layout originates from it.
Not published: a numeric clear-space unit; a minimum size.
Color
Plan the launch together
Plan the launch together
Start free
Your work, in one place
The guide calls the palette diverse and unexpected.
Full spec
The guide calls the palette diverse and unexpected. Pairing every light color with its own dark keeps that range readable and stops it from turning into a rainbow.
- On the homepage, blue fills buttons; grounds are Coconut, white and Graphite (observed on the dropbox.com homepage, 2026-10-28)
- Text on a light accent is that accent's dark partner (shown on brand.dropbox.com/color)
- The guide shows photos matched to an accent (Canopy, Zen, Crimson) as examples, without a rule
Three groups: core (Dropbox Blue, Coconut, Graphite), sixteen accents, and a warm 20-step grey ramp from #1A1918 to #F7F6F5. The brand site pairs each light accent with a deep shade of the same hue for text, and matches an accent to each photo.
Not published: contrast or proportion rules; a usage rule for Dropbox Blue.
Typography
For All Things Worth Saving
Find the file, not the folder
FIND THE FILE
Variable weight lets the same headline look equally heavy on Coconut and on Graphite.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| DB Sharp Grotesk (Sharp Grotesk Variable for headlines) | Headlines. Two cuts on dropbox.com: Sharp Grotesk width 20 Medium (500) for hero, feature and card titles, and Sharp Grotesk 23 Book (400), a wider, lighter cut, for centered section headlines | Proprietary (custom, made with Sharp Type) | Archivo Measured match: "wdth" 112 / "wght" 650 / -0.02em for the dense Sharp Grotesk 20 Medium (line width -0.7%, ink -2%); "wdth" 125 / "wght" 400 / 0.01em, 2px larger, for the wide Sharp Grotesk 23 Book (2026-10-29). |
| Atlas Grotesk | Body, leads, buttons, labels on dropbox.com (observed in computed styles; not named in the guidelines) | Proprietary (Commercial Type) | Public Sans Closest measured match at 400 with 0.01em tracking: line width within 0.3%, ink within 3%, x-height within 2% of Atlas Grotesk (2026-10-29). Inter was as wide but taller and darker. |
- Sentence case; never above weight 500 on the live site
- Ease the weight down a notch on dark grounds (the guide; dropbox.com keeps 500 on Graphite)
- Body in a neutral grotesk at 16px, line height 1.5
- Open stand-ins: Archivo "wdth" 112, "wght" 650, -0.02em (dense cut); Archivo "wdth" 125, "wght" 400, 0.01em, 2px larger (wide cut); Public Sans 400 body and 650 labels at 0.01em
One published brand family, DB Sharp Grotesk (the site sets body text in Atlas Grotesk, observed only), made with Sharp Type, with a variable version for headlines whose contrast, width and weight can be adjusted. On dropbox.com headlines are weight 500 with no tracking and line height 1.2; centered section headlines use the wider, lighter Sharp Grotesk 23 at 400.
Not published: a size scale, tracking or leading values; the body face (Atlas Grotesk observed only).
Graphic elements
Keep every draft in one place
Keep every draft in one place
A color with its own dark · colored grounds: tiles, section openers, illustration panels
Layout starts from the Tab
Layout starts from the Tab
The Tab starts the layout · page and slide compositions; on dropbox.com the nav lockup is the Tab plus the word mark (desktop) and the bare blue glyph (phone)
Try it free
Filled blue is for buttons · the dropbox.com homepage (observed on the dropbox.com homepage, 2026-10-28)
Specimens use sample copy, not Dropbox’s.
Planes are the core graphic element: flat fields that group content and set hierarchy across platforms.
Full spec
Planes are the core graphic element: flat fields that group content and set hierarchy across platforms. On dropbox.com every band is a full-bleed, square-cornered plane (Coconut, white or Graphite) with 72px between bands and 120px around feature bands.
- Group content on flat planes, not boxes with shadows
- Band corners stay square, except the inset security panel (radius 20); cards inside take 12px (16px on dark)
Iconography
Icons and type that share corners read as one voice.
Full spec
- Spot 120 × 120, pictogram 64 × 64, UI 24 × 24
- Mix round and square corners like the typeface
- Simple, intuitive, scalable
Icons borrow from Sharp Grotesk: a mix of its round and square corners, with circles modeled on its round letters. Three sizes: spot icons 120px, pictograms 64px, UI icons 24px.
Not published: stroke weight or color rules.
Source: brand.dropbox.com/iconography
Illustration
Illustration explains abstract, complex or dry ideas with simple, charming scenes and metaphors, in three sizes: hero, spot and mini.
Full spec
Illustration explains abstract, complex or dry ideas with simple, charming scenes and metaphors, in three sizes: hero, spot and mini. It also softens error messages.
- Use it for the abstract; use photos for real-world proof
- Hero, spot or mini, by role
| Job | explain the abstract, soften errors; photos prove the real |
|---|---|
| Sizes | hero, spot, mini |
| Line | loose black hand-drawn line |
| Color | flat fills from the accent palette, no gradients |
Job and sizes are published; line and color are observed from the examples, 2026-10-28.
Not published: line, color or character rules.
Source: brand.dropbox.com/imagery
Photography
Showing a customer's real files makes the product's value concrete without a screenshot.
Full spec
- Photos for real-world examples; product UI to show a function
- Customer files tell the customer's story through their work
- Match one accent to each photo
| Subjects | people, content (the work itself), teams, customer files |
|---|---|
| Light | natural, unstaged settings in the guide; on the homepage, bright daylight outdoors (hero), dark studio (fashion), floodlit track (racing), flat blue sky (objects) |
| Hero slot | one landscape photo about 5:3 (about 675 x 408 inside the frame), low angle, a person in motion against open sky; rim, pills and video tile sit over it |
| Feature slots | square 1:1, 500 x 500, square corners, object-fit contain; one per band: fashion on a warm brown studio ground, a race car mid-corner, hands on a laptop showing the work |
| Security art | three cut-outs, about 4:5, 1:1 and 4:5 (206 x 261, 162 x 167, 374 x 473), stacked and offset: everyday objects floating in sky, textured green forms |
| Testimonial slot | square 275 x 275 (284 on phone), radius 8. Tint is baked into the file: the person in neutral greyscale, everything else flooded with one accent (pink, light #EBCCD6 to mid #C56A87; teal ground #36A2B6) |
| Industry slot | 186 x 197 (about 0.94:1), flush left, full card height, object-fit cover centered, cropped from 16:9 and 3:2 documentary photos of people at work on location; hidden on phone |
| Article slot | 390 x 219 (16:9) on top of the card, cover centered; 310 x 175 on phone |
| Product | product UI never sits inside the photo: it floats over the photo edge as white cards |
| Never | a photo used where an abstract idea needs illustration |
Subjects are published on brand.dropbox.com/imagery. Slot sizes, crops and the testimonial tint were measured on dropbox.com, 2026-10-29. The tint hexes are sampled from the image files.
Photography carries real customer stories in three subjects: people, content and teams. A fourth type, customer files, shows the customer's own work (photos, drawings, plans, tickets) as files. Each photo is matched to an accent color.
Not published: light, crop, casting or grading rules.
Motion
brand and product motion
button hover and press on dropbox.com
The guide prefers a wink to confetti: motion earns its place by explaining or confirming something.
Full spec
- Fewer, better moves, each with a purpose
- Movement has weight, like physical objects
- Feedback is immediate on click
- Expressiveness scales with the moment
Motion should feel fresh, inspiring and flexible, and give the same satisfying feeling as using the product. Four principles: prioritize simplicity, deepen understanding, instant feedback, subtle playfulness. The brand guide publishes one easing curve, cubic-bezier(0.65, 0, 0.45, 1); the live site's buttons use a quicker 100ms curve. Its line on restraint: a wink, not confetti.
Not published: durations.
Source: brand.dropbox.com/motion
Interface & layout
The page, band by band
Announcement bar · 56px · Blue-tint strip, centered one-line link
White nav · 72px · Tab + word mark, 4 links left, account links + Get started right
Coconut hero · 735px tall · headline left (max 513) · framed product visual right Primary action
Your headline, left-aligned
Coconut proof strip · centered line + black logo marquee · pause button
Graphite intro · centered eyebrow + wide-cut headline + body + arrow link
Bring your files to every tool
Graphite integrations · open 3-column grid, 2 rows, no card boxes
White feature bands ×3 · centered pill, headline, body, buttons · photo + product UI below
Security panel · 1075px inset rounded charcoal-to-black panel, lock, layered art, testimonial cards overhanging its sides
White industries · wide-cut headline + 2 x 3 Coconut cards, image left
Coconut resources · wide-cut headline + 3 white article cards + blue text link
Buttons
Full spec
Full-bleed, square-cornered planes in Coconut, white and Graphite, 72px apart (120px top on feature bands). One exception: the security panel is inset 48px with radius 20, and scales in from 80% width as it scrolls into view. Content sits 48px from the edge (24 on phones); the hero headline is capped at 513px beside a framed product visual.
Measured from dropbox.com's computed styles, bounding boxes and pixel scans at 1440 and 390 px wide, on 2026-10-28 and 2026-10-29.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 48px | 24px |
| Section padding | 72px | 72px |
| Hero text width | max 513px, centered | full width |
| Navigation | 72px | 72px |
Type, at size
Hero headline
DB Sharp Grotesk (Sharp Grotesk Variable for headlines) · 40px (phone 32) · line 1.2 · tracking -0.8px · weight 650
Section headline (wide cut)
DB Sharp Grotesk (Sharp Grotesk Variable for headlines) · 34px (phone 26) · line 1.13 · tracking 0.3px · weight 400
Feature headline
DB Sharp Grotesk (Sharp Grotesk Variable for headlines) · 26px · line 1.3 · tracking -0.52px · weight 650
Card title
DB Sharp Grotesk (Sharp Grotesk Variable for headlines) · 18px · line 1.2 · tracking -0.36px · weight 650
Small heading
Atlas Grotesk · 20px · line 1.2 · tracking 0.2px · weight 650
Lead
Atlas Grotesk · 20px (phone 16) · line 1.5 · tracking 0.2px · weight 400
Body
Atlas Grotesk · 16px · line 1.5 · tracking 0.16px · weight 400
Eyebrow and button label
Atlas Grotesk · 16px · line 1.2 · tracking 0.16px · weight 650
Nav link
Atlas Grotesk · 14px · line 1.43 · tracking 0.14px · weight 650
Pill label
Atlas Grotesk · 14px · line 1.2 · tracking 0.14px · weight 400
Overline
Atlas Grotesk · 12px · line 1.2 · tracking 0.12px · weight 700
Footer link
Atlas Grotesk · 14px · line 1.57 · tracking 0.14px · weight 400
Cards
LabelCard title, one line
One or two sentences on what this does for the reader.
LabelCard title, one line
One or two sentences on what this does for the reader.
Industry card: 596 x 197 at 1440, Coconut on white, radius 12, overflow hidden; image left 186px wide full height (object-fit cover); text column padding 24, gap 12: title 18/500 display, body 16/24 muted, arrow link 16/500 Graphite at the bottom. Phone: 310 wide, no image, padding 24
- Motion
- one easing, cubic-bezier(0.65, 0, 0.45, 1); fewer, purposeful moves; a wink, not confetti
Page anatomy
How Dropbox’s own landing pages are built, observed on dropbox.com, 2026-10-29. The full measurements are in spec.md.
- Navigation
- White 72px bar: the Tab + word mark left, four links, then account links and one blue button right
- Hero
- Coconut, 735px tall: left-aligned headline, lead and one arrow button; right, a white-rimmed rounded photo frame with floating product pills
- Logo marquee
- A centered trust line over a moving row of oversized black customer logos
- AI integrations
- Graphite band: centered intro with the wide cut, then an open three-column grid of partner marks
- Feature bands
- Three white bands (Find, Organize, Share): centered text, then a square photo with white product-UI cards overlapping it
- Security panel
- An inset, rounded charcoal-to-black panel: lock, centered message, layered art with a sharing dialog, testimonial cards
- Industries
- White band: wide-cut headline over six Coconut cards with an image on the left
- Resources
- Coconut band: wide-cut headline, three white article cards, a blue text link and a disclaimer line
- Footer
- Black, six link columns, social icons, a short divider and a locale picker; no logo
Source: dropbox.com
In use
Dash x McLaren · 2025–26
The partnership is the proof. Speed in F1 stands in for speed at work, and the shift from orange chaos to blue order acts out the product promise in the brand colors. Our reading
For All Things Worth Saving · 2021
It makes file storage personal. The file name is the headline, so the product is in the ad without a feature list. This matches the 'human' voice pillar and the 'Make work human' value. Our reading
2017 rebrand (Collins with Dropbox's in-house studio) · 2017
Expressiveness scales by context, loud in marketing and quiet in product (the team says so in It's Nice That). That is the root of today's guide, where the core three colors stay put and sixteen accents flex. Our reading
Full spec
How our engine applies Dropbox's system to each format. This is our recipe built from their rules, not something Dropbox publishes.
- Dash x McLaren. SketchDeck turned the 2024 McLaren F1 sponsorship into a Dash product campaign: if Dash helps one of the fastest teams, it can help any team. Core idea 'From Chaos to Clarity'. sketchdeck.com/work/dropbox-dash-x-mclaren-proving-ai-can-drive-speed-without-losing-quality
- For All Things Worth Saving. Dropbox's first brand platform, by Instrument, launched Aug 5 2021 in Austin, LA, New York, Chicago and San Francisco. It told the stories behind real customers' files and folders (artists, businesses, family archivists) instead of features. instrument.com/work/dropbox-brand-campaign
- 2017 rebrand (Collins with Dropbox's in-house studio). The largest visual change in Dropbox's first decade. It moved Dropbox from file storage to a 'living workspace' for creative work. The box became an abstract glyph, Sharp Grotesk replaced the type, and the palette widened. Instrument, XXIX, Sharp Type and Animade contributed. itsnicethat.com/news/dropbox-rebrand-collins-graphic-design-041017
| Format | What they did | Source |
|---|---|---|
| race livery / sponsorship | Dropbox logo on the McLaren MCL38 car and on Lando Norris's and Oscar Piastri's overalls and helmets (from 2024) | mclaren.com/racing/partners/dropbox/mclaren-racing-announces-dropbox-as-an-official-technology-partner-of-mclaren-formula-1-team |
| billboard | Dash x McLaren subway billboards: one on Graphite with an orange checkered stripe, one on full Dropbox Blue with the logo and keyword pills | sketchdeck.com/work/dropbox-dash-x-mclaren-proving-ai-can-drive-speed-without-losing-quality |
| billboard / wallscape | 'For All Things Worth Saving' print and digital OOH in five US cities, built on real customer folders | marketingdive.com/news/campaign-trail-dropbox-injects-humanity-into-file-storage-with-revamped-br/604826 |
| video ad | Dash x McLaren spots: 'Work faster with content you already have', with the key word in a blue pill and race-stripe motion graphics | sketchdeck.com/work/dropbox-dash-x-mclaren-proving-ai-can-drive-speed-without-losing-quality |
| podcast | 'Working Smarter: A podcast about AI and modern work', promoted as a homepage resource card | dropbox.com |
| webinar / announcement bar | Homepage top bar promoting a webinar on small businesses using Dropbox in ChatGPT (observed 2026-10-28) | dropbox.com |
| press release | Standard 'About Dropbox' boilerplate closes every release, e.g. the Q4/FY2025 earnings-date notice | investors.dropbox.com/node/13491/pdf |
| social | Instagram posts of real user stories as part of the 2021 platform | marketingdive.com/news/campaign-trail-dropbox-injects-humanity-into-file-storage-with-revamped-br/604826 |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Announcement strip, white nav with the Tab, Coconut hero with a rimmed rounded product frame, black logo marquee, Graphite band in the wide cut, one inset rounded dark panel, black six-column footer | which feature bands, the accent in photos, how many testimonial cards | |
| Deck | Coconut slides, Graphite type, the Tab top left; blue only on the ask | one accent per section, with its dark partner | |
| Proposal page | Coconut hero, one Graphite band for the price, one blue button for the next step | a customer-files collage of the buyer's own work | |
| Ad | The Tab, a medium-weight headline, a blue button | an accent ground with its dark partner | |
| Social post | An accent ground with its dark partner, plus the glyph | a photo matched to the accent | |
| Full logo top left, one blue button | a spot illustration | ||
| Error message | Plain words and the fix | a mini illustration to soften it, as their imagery guide allows |
Ads
Bring your Dropbox files into your next chatLinkedIn
Make the move to Dropbox Sign and get up to three months…LinkedIn
mofu greenfieldMeta · Oct 2026 – now
brandMeta · Oct 2026 – now- Campaign walk: Catch up fasterad → landing page → Free sign-up
- Campaign walk: Connect Dropbox to AI Toolsad → landing page → Free trial
Rules
Do
- Every light accent with its dark partner
- Start the layout from the Tab (observed)
- Headlines at medium weight, sentence case (observed)
- Keep filled blue for buttons, as the homepage does (observed on the dropbox.com homepage, 2026-10-28)
Don’t
- put white or black text on a light accent
- use jargon
- use motion as decoration
Source: brand.dropbox.com/colorbrand.dropbox.com/logobrand.dropbox.com/voice-and-tonebrand.dropbox.com/motiondropbox.com
Steal this kit
Your name and logo, Dropbox’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What Dropbox doesn’t publish
- A formal positioning statement (the one here is our reading of the boilerplate and the brand guide)
- Tone by situation (no published scale)
- Numeric clear space and minimum logo size
- Type scale, tracking and the body face (Atlas Grotesk observed, not published)
- Motion durations
- Photography light, crop and casting rules; illustration style rules
- Input states: dropbox.com homepage has no text input (0 visible inputs on 2026-10-28); not measured.
- Tone by situation: not published; the voice page says Dropbox always sounds like Dropbox in every context.
- Dash x McLaren campaign date and media placements are from the agency case study; Dropbox's own announcement of that campaign was not found. The billboard images may be mockups.
- Dropbox newsroom (dropbox.gcs-web.com) and Dezeen/Design Week returned 403 to fetch; the 2017 rebrand details come from It's Nice That plus search summaries of Design Week and Dezeen.
- Dash for Business release (Oct 15 2024) confirmed through Business Wire and Seeking Alpha listings; full text not fetched.
- Hero frame radius and rim are read from pixels of an animated video (about 28px radius, 8px rim); the live hero has no CSS frame to measure.
- Hover states for the outline-on-dark button and arrow links: no computed change measured (2026-10-29).
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-28. Not affiliated with Dropbox.