Mailchimp

An iconic brand embodying the eternal influence of the inbox

The brand

Founded in 2001, Mailchimp made its name by helping small businesses send better emails—and it remains perhaps the most recognizable name in email marketing today. Over time, the product has expanded into a broader suite of marketing tools, including automation, analytics, social ads, e-commerce support, and more. Through it all, Mailchimp has kept its distinct personality intact: approachable, slightly strange, and focused on empowering independent businesses. Now part of Intuit, the brand continues to support millions of customers with creative tools that help them grow, communicate, and connect.

The guidelines

Mailchimp’s brand guidelines are an exciting blend of structure and personality, reflecting a brand that is bold, flexible, and thoughtfully unconventional. The system lays out everything from illustration and motion to tone of voice and layout principles, all crafted to feel distinctly Mailchimp. One standout section is their Fictitious Brands—a host of imaginary companies, each with their own mini-guidelines, used in Mailchimp’s marketing and UI to show their product in-use across different industries and personalities. It’s a considered, rigorous system rooted in an offbeat, approachable spirit with inspirational results.