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If only one technology company has refined web traffic in mind, it’s Mailchimp. Since its launch as a parallel project in the early 2000s, the marketing department has crossed the line between creative experiments and ease of use. Mailchimp is one of those companies that goes for a walk on the square, lapping a crack over the shoulder and getting nothing but neat.

Well, with their recent branding change courtesy of the Collins branding agency (as always alongside an in-house team), Mailchimp did just about everything right. Almost.

.Chimpanzee lovers will be relieved that Freddie survived the brand change and remains a logo, albeit redesigned in a simple form. He lost his “M”, a little fur has disappeared, the ear is a part of it. In essence, Freddie is more usable, more translatable, more international.

The most striking element of the new brand is the new color of the brand. It’s hard to decide, but it’s by far the most satisfying color when it’s right, which is the matter in this matter. It is used to bind the entire identity in a way that would work with no less audacity.

The most interesting decision — not necessarily a good one – was to desert Jessica Hisch’s popular redesign of the original MailChimp script. It was replaced by a strangely proportioned retro feeling, lacking rhythm, and the syllables of which are kept from each other by a revolting “c”; strange, since the brand really wants to emphasize this letter — it’s now “Mailchimp”, not “MailChimp”. There is a half-baked explanation about the compatibility of the script with the Freddie Logomark. At first I rushed to the new logo; an hour after I loved him; now I still detest him. The logo seems destined to share the opinion, but in the end it is not a geometric wheelbase.

In conjunction with this logo, Mailchimp received Cooper Light as a corporate police, praising an unchanging feeling of the 1970s.

It’s not really a surprise that Mailchimp has released to keep their eccentric edge, which is, after all, what they reject (they have “chimpanzees” in their name! but what might be a surprise is how weird Mailchimp was, especially with his illustrations by Dr. Seuss-Quentin Blake on Tove Jansson. The black and white illustrations with a strategic touch of brand identity come from illustrators from all over the world. (Although some illustrations have not been described, some seem to be of Amber vittoria’s unchanging hand.)

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