Marketing automation company Mailchimp has a new look—one that embraces the brand’s quirkiness and sass.
… It’s keeping its logo-cum-mascot Freddie the Chimp, for starters, and using an analog typeface from the 1920s as its new typeface, and illustrating its new brand with a series of almost childlike drawings that look unpolished and rough by design. Weird branding is alive and well in the tech industry.
Prior to revealing the new look, Mailchimp’s co-founder and chief executive tweeted:
I designed @Mailchimp‘s first Freddie mascot back in 2001. We’ve come a long way since then, growing beyond email to a leading marketing platform for small business. Later today, we’re launching an updated brand and website, designed to tell that story. Here’s a sneak peek! pic.twitter.com/uffaWUsbRR
— Ben Chestnut (@benchestnut) September 26, 2018