Collins partners with Mailchimp to create a new surreal redesign.
Mailchimp has launched a fully redesigned brand identity and design system today.
The goal is to better support its customers as its business and services evolve into a full-service marketing platform. COLLINS’ new brand identity will be woven throughout the entire platform experience.
The resulting design system evolves the whimsy that distinguished Mailchimp early-on into more purposeful, playful surrealism. This evolution retains the elements that endeared the brand to its first fervent fans while creating space for the brand to grow and speak with greater authority to new and wider audiences.
Freddie, the mascot, — and isn’t it great to finally put a name to a grinning simian face? — has had a little visual update.
COLLINS‘ work entailed: 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 historically beloved typeface Cooper Black; and creating a new illustration style that favors personal expression over realistic accuracy, nodding to Mailchimp’s support for businesses looking to build their brands by maintaining their unique voices in the world.
They’ve also brought in a new brand typeface, Cooper Light, which uses the ever-popular Cooper Black as it’s starting point. On an additional typographical tip, Collins have replaced the “previous script logotype with a new, chunky, slightly off-kilter wordmark that’s designed to better connect with a more simplified Freddie.”
If that wasn’t enough, they’ve also introduced a new illustrative style that “personal expression over realistic accuracy,”. A move which the company say sees them “nodding to Mailchimp’s support for businesses looking to build their brands. But maintaining their unique voices in the world.”
They have also announced a “first foray offline” in the form of Postcards, which as the name suggests lets Mailchimp fans — and more importantly, brands looking for new ways to connect with audiences — send postcards across the globe. They describe it as “another major step towards becoming a full-service, multi-channel marketing platform.”
Have a gander at some of the redesign elements below.