The beginnings of Mailchimp, the most used email marketing tool in the world, date back to the year 2000 in the city of Atlanta. In 2001 the Mailchimp logo featured its mascot Freddie (full name: Frederick von Chimpenheimer IV) in a 2D design with the phrase Mailchimp in italics.
In part, the success of Mailchimp is due to the characteristic of being a lovable brand, in a market of clear and gray corporate solutions, the Mailchimp logo stood out as quirky and fun. This detail made customers feel closer to the brand.
The reason Freddie works for MailChimp as part of their brand identity is because Freddie is an honest representation of the brand. MailChimp Marketing Director Mark DiCristina says his cartoon mascot “It represents some ideas that the whole company supports: making work fun, creativity and independence.”
The MailChimp logo was born out of a chat, but in 2006 it had to evolve because customers claimed it looked unprofessional. So in 2008 changed its 2D appearance to give it a three-dimensional look with the help of Jon Hicks, the designer of the Firefox logo. After refining a few difficult process sketches, the final sketch was imported into Adobe Illustrator, transforming the drawing into a recognizable and adorable monkey.
In 2018, the Mailchimp brand carried out a whole rebranding that included a new update of its logo. From the hand of the Collins agency, the same one that carried out the redesign of Dropbox, a fun design was made that clashes with minimalism, but that speaks of a greater authority before new audiences.
Before this design, the Freddie icon and the brand did not always appear together, so if only each element was not recognizable, the company decided to adapt the design to make sure it was seen in any size and space.
There’s no denying that the Mailchimp logo has one of the most lovable pets in the business that had to evolve.
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Sources: Mailchimp, BrandNew, Drift