In this video called “Why Redesign the Dropbox Logo? Design Master Brian Collins Explains” it really isn’t just about the redesign of Dropbox logo — it’s actually the entire visual identity, but even that’s besides the point. This video really gives you an insight into the thinking of legendary designer Brian Collins. One part stood out for me: Don’t use words like celebrate, transparent and innovate… Strategy is language. Indulge yourself in poetry.

“Good poetry does not describe an experience, good poetry ís an experience”

The part about poetry is at about 35:30. Hear all about it in the video below, or check it out on Youtube.

Chris Do of The Futur interviews Brian Collins:

If you wish to see a shorter version, check out this summarized video below: