Mailchimp’s evolution is a beacon for its customers, sending a message to growing companies that growing up doesn’t mean erasing your peculiarities. The new design system and identity retains the original elements that endeared Mailchimp to its first fervent fans, while working to maintain a balance between the every day and the surreal (trying to buck hyper-minimalist design trends), to better chart the company’s unique vision.
The reimagination of the brand included:
- Updating Freddie, Mailchimp’s beloved mascot.
- Replacing the previous script logotype with a new, chunky, slightly off-kilter wordmark that’s designed to better connect with a more simplified Freddie.
- Introducing a new brand typeface, Cooper Light, based on the pre-digital, 1922 typeface Cooper Black.
- Creating a new illustration style that nods to Mailchimp’s support for businesses looking to build their brands by maintaining their unique voices in the world.