Mailchimp’s 2018 Rebrand: Why One Colour and One Typeface Can Do So Much

What happened

In 2018, Mailchimp unveiled a new identity created by the agency Collins together with its own in-house design team. Creative Review reported the main changes. The colour was Cavendish Yellow, described by Mailchimp as “sunshine and optimism” and used as the single anchor colour, supported by a secondary palette. The typeface was Cooper Light, a design with roots in the 1920s, chosen for a sincere and trustworthy personality. The chimp mascot, Freddie, kept his hat and wink but became a simpler, single-colour silhouette.

The old script wordmark was replaced by a bold, lower-case sans-serif. Design Week reported Mailchimp’s view that the script and Freddie had hierarchy problems and never appeared together, so the icon wasn’t always recognisable on its own. A group of illustrators created imagery in mostly black and white with yellow accents. Reaction to the wordmark was divided.

Why constraints help

• A single anchor colour is memorable. When one colour appears everywhere, people link it to you quickly.
• A distinctive typeface adds character. Type does as much as colour for personality.
• A simple mascot works at every size. A clean silhouette travels from favicon to billboard.
• Fewer choices mean faster work. Teams spend less time deciding and more time making.
• Consistency compounds. Every use reinforces the last.

Borrowing the approach

1. Pick a hero colour. Choose one that’s distinctive in your category and test it against competitors. See our guide to choosing brand colours.
2. Choose type with personality. Pair it with a plain text face. Our guide to choosing brand fonts explains how.
3. Simplify your symbols. Strip any mark down until it still works small.
4. Write the rules down. A one-page brand sheet is enough to start.
5. Keep it up. Constraints only work if people stick to them. See brand consistency across channels.

A word of caution

Constraints are strong because they’re bold. A hero colour that blends in with competitors doesn’t help you. Check what the category already uses before you choose, and see our competitor analysis guide.

If you want a brand that’s distinctive and simple to use, book a free brand consultation or see our brand identity agency London page.

Sources

• Freddie gets a facelift in Collins’ Mailchimp rebrand, Creative Review
• ‘Playful’ Mailchimp redesign aims to unify brand while encouraging creativity, Design Week

Cover photo by Joanna Kosinska on Unsplash.