If there’s one thing we know to be true, it’s that audiences respond to brands that effectively convey their values to its customers – Aldi’s strength is its difference to Woolworths and Coles and it plays off this perfectly in its advertising campaigns. By celebrating its brand values, customers respond positively.
A few weeks ago, Mailchimp revealed its new brand identity, designed by San Francisco agency COLLINS in collaboration with its own in-house creative team. For those who aren’t familiar, Mailchimp is a marketing platform for small businesses that was established in 2001. In that time, it has sent literally billions of emails for businesses all around the world.
To say that the new brand is daring is an understatement – with its bold yellow colour palette, hand drawn illustrations and retro new logo, it’s the antithesis of a web based, email marketing company. No slick icons or minimalism to be found here.
But if you know Mailchimp, you know that conforming has never been one of their brand values. They have always been loveable and cheeky, with humour and wit peppered throughout the user experience. It never takes away from the effectiveness of their service, and its millions of loyal customers are testament to this.
“With this redesign, we set out to retain all the weird, lovable elements that endeared our earliest customers to Mailchimp, while creating space for the brand to grow and connect with even more small businesses. We didn’t want to lose our heritage in the process, so we focused on capturing the essence of what Mailchimp has always been.”
By flipping the brand on its head and going against the grain of other web companies, it’s another clear message from Mailchimp that they will continue to be different and quirky. Whether you like the new brand or not, you cannot deny that its unique, memorable and tells an effective story about the brand.