How Mailchimp’s font revolutionised their brand (and what you can learn from it)
I’ve been seeing bright yellow billboards and print ads everywhere in Sydney, and as a designer, I immediately knew who was behind them – the inspiring creative team at Mailchimp. Because I’m a bit of a design strategy nerd, this got me thinking about how Mailchimp stands out in a sea of boring tech brands by bucking tradition.
One of my favourite elements of the Mailchimp brand is their primary font. I know, I know… a font might not seem like the most obvious element of a brand, especially alongside Mailchimp’s recognisable hero colour and fun-filled monkey illustrations. However, fonts have much more power than you might think.
Whether you’re planning a rebrand, are starting a business, or just like fonts (love that for you), I’m here to help you understand their potential. Let’s break down exactly why Mailchimp’s font works, as well as the interesting story behind it, and explore the massive impact the right font can have on your brand identity. Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
The power of typography in branding
Fonts probably aren’t the first thing you think of when you’ve got branding on the brain – logos, colour schemes, and even taglines seem a little more obvious. But, typography can actually play a crucial role in shaping the way people perceive your brand!
The font you choose will communicate your brand’s tone before someone even reads the copy, giving them an indication of your brand personality, like whether it’s playful or serious, casual or formal, or mainstream or unconventional. This sets the tone for interactions with your brand beyond this point – and while it’s possible to change these perceptions, it’s definitely not easy!
Here’s a quick example – let’s say you encounter a youthful, fun, female-oriented brand selling cosmetics… but their primary font is a harsh, blocky sans serif. Do you think this brand would resonate with target customers enough to get them to buy the product, or will their eyes wander along the shelves ‘til they find something that feels a little more aligned?
I’ll let you be the judge… but I know I wouldn’t give that brand a second thought!
Mailchimp’s font evolution
Before their rebrand in 2020, Mailchimp was using a variation of retro font Cooper BT as their main typeface. Although mostly functional, it fell flat in a few ways:
It had a limited weight range, which made it tough to apply to Mailchimp’s many applications across web and print.
It wasn’t great for interface design.
It was far too common.
It didn’t reflect Mailchimp’s playful, approachable, and accessible brand identity.
Enter typeface designer Greg Gazdowicz, who designed Mailchimp’s custom font, Means, as part of the rebrand. He described the perfect Mailchimp font as this: “Smart but not stuffy. Goofy but definitely aced its SATs.” This sums up everything Mailchimp aspires to be and more – upbeat, cool, and youthful, but still clever, sharp, and a bit academic.
The output, Means, is a friendly and approachable serif font, with quirky curves that are emphasised particularly in its Bold and Bold Italic iterations. There are parts of Cooper BT to be found in Means, but it’s a custom font that holds its own – and since 2020, it has helped strengthen perceptions of Mailchimp as an easy-to-use email marketing program for any business.
What makes Mailchimp’s font so effective?
Gazdowicz’s beautiful new typeface didn’t just upgrade Mailchimp’s visual identity; it quickly shaped perceptions of the brand. Here's a little more on why Means has proven so effective for Mailchimp.
It’s unexpected
You might expect the world’s most well-known email marketing platform to feel high-tech and perhaps a little cold. Mailchimp flips the script with a font that’s playful and light-hearted. While many tech brands opt for clean, sharp sans serif fonts, Mailchimp’s Means is a rounded serif that stands out and feels approachable.
This makes the brand instantly memorable and differentiates it from its competitors in the best way. The lesson? Don’t be scared to zig when others zag.
It’s consistent
Consistency is crucial for any brand, and Mailchimp are the masters! From their website to their social media, print ads, and out-of-home campaigns, Means is always used in the same way, and it fits into every placement with ease.
Consistency is important for two reasons: it fosters trust and makes you recognisable. If you always show up in the same way, consumers begin to depend on you to deliver the thing you’re really great at. And, by implementing consistency, they’ll always be able to pick you out of a line-up – like, say, on the shelves of a store when faced with a hundred other options.
It’s brand aligned
Means also complements the rest of Mailchimp’s visual identity to reinforce their overall persona. It ties in with their primary colour and the funky, distinctive monkey character seen in the Mailchimp logo. All these elements come together to create a cohesive visual identity that communicates Mailchimp’s message without words.
It’s a testament to building a brand that visually champions your values. If you were to show the Mailchimp brand identity to someone who’d never seen it before, they mightn’t associate it with a tech company – and because Mailchimp’s goal is to provide accessible email marketing solutions for every business, that’s the beauty of it.
Selecting the right font for your brand
Soooo, how do you actually pick the perfect typeface? It’s more than just picking something that catches your eye – you need to understand your brand’s personality and message so your font does the brand-building work for you.
I create memorable brands for female-driven businesses all over Australia and the world. Here are my top tips for picking the right font for your brand:
Start with strategy: Understanding your brand’s core values and personality is an important first step before you get stuck into font selection. A comprehensive brand strategy will set you up for success and help guide every decision you make for your business.
Consider your audience: When you’ve figured out your target audience, learn what makes them tick! If you’re selling to Gen Z, a playful, unconventional font might work. If your business is more corporate or B2B, you might opt for something clean and professional.
Think about functionality: Picking a font that looks amazing is just one part of the process – it also has to serve a functional purpose. Something that’s tough to read, inaccessible online, or too limited (e.g., by weight ranges like Mailchimp’s original font) will be difficult to work with.
When in doubt, work with a designer: Not everyone has a creative eye, and that’s okay! Focus on what you do best and hand over the rest to someone who’ll give your brand the attention it deserves. Font selection is a core part of my brand design services here at One Touch Studio.
Mailchimp’s font rebrand from Cooper BT to Means is a fantastic example of how a tiny switch can have a major impact. Gazdowicz and his team helped Mailchimp cement their status as a dynamic, memorable, and fun brand – which isn’t an easy feat in the tech industry.
If your brand’s current font feels a bit flat, or you’re about to start up a new business, I’d love to help tell your story. At One Touch Studio, I build personality-filled brands for women who know a strong, unique visual identity will get them one step closer to living their dream life.
Get in touch to lock in your first consultation and begin the branding process with One Touch Studio – I can’t wait to meet you!