Mailchimp unveils funky new branding

‘We didn’t want our brand to feel disjointed, so we created a more unified and recognizable system,’ the company said in a blog post—before axing its corporate blog for good.

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Marketing automation company Mailchimp has a new look—one that embraces the brand’s quirkiness and sass.

In an article titled, “See Mailchimp’s weird new branding,” Fast Company reported:

… 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!

— Ben Chestnut (@benchestnut) September 26, 2018

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