# Dropbox Brand Identity

A complete profile of **Dropbox**'s visual system — colors, typography, components, and personality — extracted from http://dropbox.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/dropbox
- Machine-readable JSON: https://characterquilt.com/branding/dropbox.json
- Per-page llms.txt: https://characterquilt.com/branding/dropbox/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0061FE |
| Accent | #0061FE |
| Body Font | Atlas Grotesk Web |
| Heading Font | Atlas Grotesk Web |

## Color Palette

- primary: #0061FE
- secondary: #DEEBFF
- accent: #0061FE
- background: #1E1919
- textPrimary: #1E1919
- link: #494137

## Typography

- primary: Atlas Grotesk Web — https://fonts.google.com/specimen/Atlas+Grotesk+Web
- heading: Atlas Grotesk Web — https://fonts.google.com/specimen/Atlas+Grotesk+Web

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%2293%22%20height%3D%2222%22%20viewBox%3D%220%200%2093%2022%22%20fill%3D%22currentColor%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-testid%3D%22dropbox-wordmark%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M79.0027%2017.1956L83.8346%2010.6951L79.3777%204.55302H83.1948L85.7762%208.38529L88.3798%204.55302H92.1748L87.6517%2010.6731L92.4175%2017.1956H88.6666L85.7321%2013.0709L82.8859%2017.1956H79.0027Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M66.8534%2011.1269C66.8534%2015.2995%2069.1327%2017.5177%2073.1703%2017.5177C76.9474%2017.5177%2079.5089%2015.2995%2079.5089%2011.1269V10.7755C79.5089%206.55884%2076.904%204.23092%2073.1703%204.23092C69.5234%204.23092%2066.8534%206.51492%2066.8534%2010.7755V11.1269ZM76.2184%2011.1278C76.2184%2013.4426%2075.0645%2014.6993%2073.1702%2014.6993C71.2978%2014.6993%2070.1438%2013.4206%2070.1438%2011.1278V10.8192C70.1438%208.35003%2071.3631%207.04932%2073.192%207.04932C75.0427%207.04932%2076.2184%208.43822%2076.2184%2010.8192V11.1278Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M55.8155%2014.8834C56.5002%2016.5079%2057.8695%2017.5177%2059.9678%2017.5177C63.2144%2017.5177%2065.3347%2015.1468%2065.3347%2010.932V10.5588C65.3347%206.34398%2063.0819%204.25851%2060.0561%204.23656C58.0462%204.23656%2056.6327%205.1366%2055.926%206.78302V0.285156H52.6793V17.1884H55.5505L55.8155%2014.8834ZM62.0443%2010.9622C62.0443%2013.4682%2060.8862%2014.6993%2058.9851%2014.6993C57.1715%2014.6993%2055.9697%2013.3363%2055.9697%2010.9622V10.6984C55.9697%208.52216%2057.2152%207.04932%2059.0288%207.04932C60.7769%207.04932%2062.0443%208.32431%2062.0443%2010.6545V10.9622Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M38.252%204.56791V21.544H41.493V15.1865C42.1765%2016.6635%2043.5215%2017.5672%2045.5499%2017.5672C48.5484%2017.5672%2050.9075%2015.3849%2050.9075%2011.1967V10.844C50.9075%206.56753%2048.7909%204.23092%2045.5499%204.23092C43.4553%204.23092%2042.0442%205.31105%2041.3608%206.94227L41.03%204.56791H38.252ZM47.6171%2011.1161C47.6171%2013.4463%2046.4152%2014.6993%2044.536%2014.6993C42.7224%2014.6993%2041.5424%2013.2924%2041.5424%2011.0502V10.8083C41.5424%208.45621%2042.7661%207.04932%2044.6016%207.04932C46.3278%207.04932%2047.6171%208.30233%2047.6171%2010.8303V11.1161Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M23.8248%2011.1269C23.8248%2015.2995%2026.1258%2017.5177%2030.1634%2017.5177C33.9405%2017.5177%2036.4802%2015.2995%2036.4802%2011.1269V10.7755C36.4802%206.55884%2033.897%204.23092%2030.1634%204.23092C26.5165%204.23092%2023.8248%206.51492%2023.8248%2010.7755V11.1269ZM33.1898%2011.1278C33.1898%2013.4426%2032.0141%2014.6993%2030.1416%2014.6993C28.2692%2014.6993%2027.1152%2013.4206%2027.1152%2011.1278V10.8192C27.1152%208.35003%2028.3345%207.04932%2030.1634%207.04932C32.0141%207.04932%2033.1898%208.43822%2033.1898%2010.8192V11.1278Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M14.9659%2017.1956H18.2854V11.3877C18.2854%208.70383%2018.9493%207.75786%2021.6934%207.75786H23.0654V4.39197H22.2466C19.8788%204.39197%2018.5731%205.42593%2018.0641%207.44987L17.6436%204.55228H14.9659V17.1956Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M0.285583%201.57357V17.1956H6.31261C10.2386%2017.1956%2013.1942%2014.9151%2013.1942%209.87184V8.7974C13.1942%203.77605%2010.0622%201.57357%206.22439%201.57357H0.285583ZM3.57601%204.39197H6.08687C8.35455%204.39197%209.90375%205.82472%209.90375%208.97678V9.79235C9.90375%2012.9444%208.39945%2014.3772%206.19913%2014.3772H3.57601V4.39197Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://cfl.dropboxstatic.com/static/metaserver/static/images/favicon.ico

## UI Components

- buttonPrimary: background=#0061FE, textColor=#F7F5F2, borderColor=#0061FE, borderRadius=16px, shadow=none
- buttonSecondary: background=transparent, textColor=#F7F5F2, borderColor=#F7F5F2, borderRadius=16px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals and individuals seeking cloud storage solutions

## Dropbox Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **Virtual First 2025: Designing a culture that drives impact | Dropbox Blog**
  - Image: https://aem.dropbox.com/cms/content/dam/dropbox/blog/files/2026/january/2025-virtual-first-year-in-review---wip-blog-post/Slack-Reclaim-Loom-2x.png/_jcr_content/renditions/Slack-Reclaim-Loom-2x.webp
  - Source: https://blog.dropbox.com/topics/company/Virtual-First-2025-Designing-a-culture-that-drives-impact
- **4 Dropbox-connected apps to help you blog smarter | Dropbox Blog**
  - Image: https://aem.dropbox.com/cms/content/dam/dropbox/blog/files/2015/04/blogging-apps.jpg
  - Source: https://blog.dropbox.com/topics/work-culture/blogging-apps
- **Work in Progress | Dropbox Blog**
  - Image: https://aem.dropbox.com/cms/content/dam/dropbox/blog/files/2026/april/chatgpt-apps/blog-dbx-header-1440x960.png/_jcr_content/renditions/blog-dbx-header-1440x960.webp
  - Source: https://blog.dropbox.com/
- **Work in Progress | Dropbox Blog**
  - Image: https://aem.dropbox.com/cms/content/dam/dropbox/blog/files/2019/02/social_card_wip.png
  - Source: https://blog.dropbox.com/
- **Tip of the week: How to make design reviews work for the whole team |  Dropbox Blog**
  - Image: https://aem.dropbox.com/cms/content/dam/dropbox/blog/files/2015/06/designfilepreview_blog.png?w=660
  - Source: https://blog.dropbox.com/topics/work-culture/easier-design-reviews
- **Dash_bls-mclaren_Video_Learn More_US_NAMER_English_Awareness_TOFU -  Brand_16_9_30s_web**
  - Image: https://i.vimeocdn.com/video/2052677389-6ad58cbe004493f54d73cf360dadcba16eadc72ea2925bbff640feb554c66180-d?f=webp
  - Source: https://dash.dropbox.com/

## Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Atlas Grotesk Web",
      "role": "body"
    },
    {
      "family": "Times New Roman",
      "role": "unknown"
    },
    {
      "family": "Arial",
      "role": "unknown"
    },
    {
      "family": "Segoe UI",
      "role": "unknown"
    },
    {
      "family": "Helvetica Neue",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0061FE",
    "secondary": "#DEEBFF",
    "accent": "#0061FE",
    "background": "#1E1919",
    "textPrimary": "#1E1919",
    "link": "#494137"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Atlas Grotesk Web",
      "heading": "Atlas Grotesk Web"
    },
    "fontStacks": {
      "heading": [
        "Sharp Grotesk",
        "SharpGrotesk",
        "Sharp Grotesk KR",
        "Sharp Grotesk Thai",
        "Atlas Grotesk Web",
        "Atlas Grotesk",
        "AtlasGrotesk",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif",
        "Apple Color Emoji"
      ],
      "body": [
        "Times New Roman"
      ],
      "paragraph": [
        "Atlas Grotesk Web",
        "Atlas Grotesk",
        "AtlasGrotesk",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif",
        "Apple Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "40px",
      "h2": "20px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0061FE",
      "textColor": "#F7F5F2",
      "borderColor": "#0061FE",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#F7F5F2",
      "borderColor": "#F7F5F2",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2293%22%20height%3D%2222%22%20viewBox%3D%220%200%2093%2022%22%20fill%3D%22currentColor%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-testid%3D%22dropbox-wordmark%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M79.0027%2017.1956L83.8346%2010.6951L79.3777%204.55302H83.1948L85.7762%208.38529L88.3798%204.55302H92.1748L87.6517%2010.6731L92.4175%2017.1956H88.6666L85.7321%2013.0709L82.8859%2017.1956H79.0027Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M66.8534%2011.1269C66.8534%2015.2995%2069.1327%2017.5177%2073.1703%2017.5177C76.9474%2017.5177%2079.5089%2015.2995%2079.5089%2011.1269V10.7755C79.5089%206.55884%2076.904%204.23092%2073.1703%204.23092C69.5234%204.23092%2066.8534%206.51492%2066.8534%2010.7755V11.1269ZM76.2184%2011.1278C76.2184%2013.4426%2075.0645%2014.6993%2073.1702%2014.6993C71.2978%2014.6993%2070.1438%2013.4206%2070.1438%2011.1278V10.8192C70.1438%208.35003%2071.3631%207.04932%2073.192%207.04932C75.0427%207.04932%2076.2184%208.43822%2076.2184%2010.8192V11.1278Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M55.8155%2014.8834C56.5002%2016.5079%2057.8695%2017.5177%2059.9678%2017.5177C63.2144%2017.5177%2065.3347%2015.1468%2065.3347%2010.932V10.5588C65.3347%206.34398%2063.0819%204.25851%2060.0561%204.23656C58.0462%204.23656%2056.6327%205.1366%2055.926%206.78302V0.285156H52.6793V17.1884H55.5505L55.8155%2014.8834ZM62.0443%2010.9622C62.0443%2013.4682%2060.8862%2014.6993%2058.9851%2014.6993C57.1715%2014.6993%2055.9697%2013.3363%2055.9697%2010.9622V10.6984C55.9697%208.52216%2057.2152%207.04932%2059.0288%207.04932C60.7769%207.04932%2062.0443%208.32431%2062.0443%2010.6545V10.9622Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M38.252%204.56791V21.544H41.493V15.1865C42.1765%2016.6635%2043.5215%2017.5672%2045.5499%2017.5672C48.5484%2017.5672%2050.9075%2015.3849%2050.9075%2011.1967V10.844C50.9075%206.56753%2048.7909%204.23092%2045.5499%204.23092C43.4553%204.23092%2042.0442%205.31105%2041.3608%206.94227L41.03%204.56791H38.252ZM47.6171%2011.1161C47.6171%2013.4463%2046.4152%2014.6993%2044.536%2014.6993C42.7224%2014.6993%2041.5424%2013.2924%2041.5424%2011.0502V10.8083C41.5424%208.45621%2042.7661%207.04932%2044.6016%207.04932C46.3278%207.04932%2047.6171%208.30233%2047.6171%2010.8303V11.1161Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M23.8248%2011.1269C23.8248%2015.2995%2026.1258%2017.5177%2030.1634%2017.5177C33.9405%2017.5177%2036.4802%2015.2995%2036.4802%2011.1269V10.7755C36.4802%206.55884%2033.897%204.23092%2030.1634%204.23092C26.5165%204.23092%2023.8248%206.51492%2023.8248%2010.7755V11.1269ZM33.1898%2011.1278C33.1898%2013.4426%2032.0141%2014.6993%2030.1416%2014.6993C28.2692%2014.6993%2027.1152%2013.4206%2027.1152%2011.1278V10.8192C27.1152%208.35003%2028.3345%207.04932%2030.1634%207.04932C32.0141%207.04932%2033.1898%208.43822%2033.1898%2010.8192V11.1278Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M14.9659%2017.1956H18.2854V11.3877C18.2854%208.70383%2018.9493%207.75786%2021.6934%207.75786H23.0654V4.39197H22.2466C19.8788%204.39197%2018.5731%205.42593%2018.0641%207.44987L17.6436%204.55228H14.9659V17.1956Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M0.285583%201.57357V17.1956H6.31261C10.2386%2017.1956%2013.1942%2014.9151%2013.1942%209.87184V8.7974C13.1942%203.77605%2010.0622%201.57357%206.22439%201.57357H0.285583ZM3.57601%204.39197H6.08687C8.35455%204.39197%209.90375%205.82472%209.90375%208.97678V9.79235C9.90375%2012.9444%208.39945%2014.3772%206.19913%2014.3772H3.57601V4.39197Z%22%20style%3D%22fill%3A%20rgb(30%2C%2025%2C%2025)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://cfl.dropboxstatic.com/static/metaserver/static/images/favicon.ico",
    "ogImage": null,
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #1 because it is a medium-sized, visible logo in the header area, linking to the homepage, which aligns with the brand 'Dropbox'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Try Dropbox free",
      "reasoning": "Button #0 uses the brand's primary color (#0061FE) and has a strong call-to-action text 'Try Dropbox free', making it the most prominent CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Try Dropbox free",
      "reasoning": "Button #1 is styled as an outline with a transparent background, providing a clear contrast to the primary button's vibrant color, making it a suitable secondary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals and individuals seeking cloud storage solutions"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 1,
        "selectedLogoReasoning": "Selected #1 because it is a medium-sized, visible logo in the header area, linking to the homepage, which aligns with the brand 'Dropbox'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```