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Overview
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As our product has evolved to meet the changing needs of our customers, our brand has also evolved. Mailchimp has a new brand identity and design system.
Mailchimp has always been a little bit different. Our co-founders, Ben and Dan, started Mailchimp as a side project alongside their web design agency to help their smaller clients with email marketing. Since then, Mailchimp has expanded beyond email and become a leading marketing platform for small businesses.
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One main goal of this new brand identity is to provide a consistent structure to our design language. We have a lot of creative people with unique voices under one roof, which can be inspiring — and messy. To keep the system from feeling disjointed, we have introduced a framework of core components, so that the elements existing inside of it can be as free and expressive as we want.
Structural elements like our logo, color palette, and typography keep us grounded and consistent. These core components work together to ensure our brand is recognizable wherever it appears.
The flexible elements of our brand celebrate creative expression. Our new approaches to illustration, animation, and photography allow us to communicate with a wider range of emotions, take more risks, and showcase the creativity of our artists and designers.
The Freddie icon has long been our brand’s primary mark. We’ve simplified it a bit, with tweaks to its shape and fine details to make sure it looks great at any size.
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Marketing can be complicated, but Mailchimp makes it easier. Our new illustration style allows us to communicate about complex tools and marketing practices in a simpler and more human way.
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Our new animation style is a natural extension of the illustration. We create a moving world where creatures, characters, and objects appear free but observed, and familiar but abstracted. We capture the key qualities of the illustrations through movement, and play with motion in unexpected ways. We also use animations to uncover or enhance moments of surprise found in the content.
When representing our users and the people in our community through photography, authenticity is essential. We spend time in their spaces and try to capture moments that represent them and their businesses.
Exploration and experimentation live at the heart of our brand photography. It finds a message in unexpected places and tells a story through surreal scenes and dreamy landscapes.
A number of internal teams and partners have spent the better part of a year working toward this new system. We want to thank COLLINS and 自由門ios版 for their steadfast dedication to helping us create and execute this new brand identity and design system. We’re excited to see where it takes us, and we’ll continue to post updates and resources here.
If you’re interested in joining our design team, please check out our current openings.
For speaking or interview requests, please contact pr@mailchimp.com
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