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(Brand guidelines) // Business software

Mailchimp brand
guidelines

Mailchimp’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from mailchimp.com.

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About Mailchimp

Mailchimp is a marketing platform for growing businesses, combining email and SMS marketing with automation, audience insights, integrations, and support to help businesses connect with customers and grow. Its brand pairs a confident, helpful spirit with practical, data-backed guidance.

Use the Intuit Mailchimp lockup, which pairs the name with Freddie, the winking chimp. Give the mark room to breathe and keep it clear of clutter. On dark backgrounds, use the reverse logo made for that purpose. Keep the artwork unaltered, and keep Freddie winking. Spell the name Mailchimp: one word, capital M, lowercase c.

Mailchimp colors

  • Cavendish Yellow

    Hero color and signature accent

    HEX
    RGB

  • Peppercorn

    Accents and text

    HEX
    RGB

  • Deep indigo

    Logo, wordmark and Freddie’s circle

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

Mailchimp fonts

  • Means

    Display headings · 400

  • Tally

    Subheadings and body · 400, Buttons · 600

Font names only. The Brand Skill download doesn’t include font files.

Mailchimp’s voice

Write with warmth, optimism, and practical confidence. Speak to business owners as capable people with individual goals; make marketing feel approachable without oversimplifying its value. Connect tools and data to clear outcomes, and keep support personal and reassuring.

Use direct, human language. Favor active verbs, plain explanations, and supportive framing.

Be specific about benefits and ground performance claims in their stated context. Add qualifications when a claim depends on a plan, region, period, or other condition.

  • “Put our marketing tools behind your idea, dream, brand, or business and we’ll help you share it with the world”
  • “Keep pushing forward. We've got your back”
  • “Even if you don’t know the first thing about marketing — we provide world-class technology and support to help your business launch, build, and grow to meet your one-of-a-kind vision”

Dos and don’ts

Do

  • Keep the Mailchimp name and Freddie together in the logo lockup, with clear space around them.
  • Use the reverse logo on dark backgrounds.
  • Spell the name Mailchimp, with a capital M and lowercase c.
  • Write in a warm, encouraging, practical voice; explain how a tool helps a business connect with customers or grow.
  • Make performance claims specific and keep their qualifications.

Don’t

  • Don’t alter, redraw or recolor the logo or Freddie, and don’t show Freddie without his wink.
  • Don’t crowd the logo or combine it with other graphics.
  • Don’t use the old capitalization “MailChimp.”
  • Don’t make marketing sound intimidating or detached from the needs of growing businesses.
  • Don’t present a qualified or plan-specific performance claim as universal.

Mailchimp imagery

125 images from mailchimp.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand graphics and social imagery

36 images

Use Mailchimp’s own campaign and feature graphics to show its distinctive, friendly visual communication. These graphics combine bright accent color, clear messages, marketing concepts, and product-related illustration. Keep graphic elements legible and give the central idea room to register.

  • A vibrant yellow background features a centered horizontal corporate logo in dark navy blue.
  • A stark black horizontal graphic features a circular emblem on the left, composed of twelve small stars surrounding a central checkmark.
  • A vibrant yellow horizontal graphic features the dark navy 'intuit mailchimp' logo in its center.
  • A diverse team of three professionals focuses intensely on a silver laptop during a meeting.
  • A blonde woman in an orange sleeveless top sits at a wooden table, resting her chin on her hand as she focuses on a silver laptop.
  • A cream-colored background is filled with a dense, chaotic pattern of thick, charcoal-black brushstrokes that resemble a mix of seeds and elongated dashes.
  • A blue-tinted landscape photograph captures a diverse group of smiling students and a male teacher in a school hallway lined with lockers.
  • A vibrant circular logo featuring the word "Canva" in a white, elegant script font across its center.
  • A logo for 'GRAVITY FORMS' features a bold, orange hexagon icon with a stylized white 'G' cut into its center.
  • A flat social media icon featuring a vibrant blue circle with a bold, white lowercase letter 'f' centered within it.
  • A minimalist black graphic logo for the brand Square.
  • A minimalist black outline of the Snapchat ghost logo, featuring a rounded head, short arms, and a wavy base.
  • The official WordPress logo in a solid charcoal gray color.
  • A vibrant blue hexagonal award badge features a subtle vertical gradient and a thin white inner border.
  • A teal-colored hexagonal award badge features white text and graphics arranged vertically.
  • A G2 award badge for 'Leader MID-MARKET' features a bold black border and a pointed, chevron-style bottom edge with orange and yellow stripes.
  • A rectangular G2 award badge with a pointed chevron base featuring tiered stripes of yellow and orange.
  • A woman with voluminous dark curls wears a light pink button-down shirt while talking on a yellow smartphone and looking at a laptop in a bright industrial…
  • A minimalist black and white logo featuring a hand-drawn illustration of round eyeglasses with long temples inside a solid black circle.
  • A whimsical black-and-white ink illustration features a stylized, six-wheeled white car driven by a giant hand on a pale cream background.
  • A floating digital graphic features an email notification and an Instagram post layered over soft, rounded yellow and white planes.
  • A close-up portrait shows a man with a mustache, soul patch, and gauges in his ears smiling softly at the camera.
  • A man in a color-blocked tan, white, and black long-sleeve shirt stands with his hands clasped in a bright, modern shoe showroom.
  • A collage of several Tandu email layouts showcases a clean, minimalist design with dark brown cards and cream-colored buttons against a light gray background.
  • A whimsical, rough-hewn line drawing on a pale green background depicts a bearded man in a cap meticulously painting a tiny bicycle.
  • A digital-themed line illustration features a central computer monitor with a mailbox emerging from the screen, emblazoned with a large '@' symbol.
  • A split-screen marketing collage features a dark laptop displaying an analytics chart, a central AI interface with an 'Ask anything' bar, and two women…
  • A dense, colorful cluster of diverse people holding various items like a surfboard, dumbbells, and a yoga mat is positioned on the right side of a vibrant…
  • A woman with curly hair and glasses smiles confidently next to a bright yellow computer monitor in a well-equipped kitchen setting.
  • A wide yellow banner featuring a desktop computer setup on the left and large black text on the right that reads, "The official source for all things…
  • A clean, dark brown graphic logo featuring a circular ring of twelve small stars surrounding a central checkmark.
  • The Zapier brand logo features the word "zapier" rendered in a bold, lowercase, black sans-serif font.
  • A dark charcoal gray logo featuring the word "BIGCOMMERCE" in a bold, sans-serif, all-caps typeface.
  • This graphic logo features the words "EAST FORK" in a bold, black, all-caps serif typeface.
  • Brand image
  • A bold black typographic logo displays the word "SWEAT" in a heavy, condensed sans-serif font.

Photography and brand storytelling

49 images

Use approachable, contemporary images that connect marketing tools to real businesses, people, and their work. Mailchimp’s own marketing pages show people collaborating, working at desks, speaking with specialists, and building businesses. Balance human moments with clear business context; keep the tone optimistic and grounded rather than overly staged.

  • A man in a tan baseball cap and shirt sits at a metal desk, viewing a computer screen displaying 'Automation Flows' for a brand called Oat Lord.
  • A man with a salt-and-pepper beard wearing a dark beanie and brown shirt sits at a white desk, his back mostly to the camera as he works on a computer.
  • A medium wide photo captures two women in deep discussion within a sunlit, industrial workspace filled with shelving, storage bins, and cardboard boxes.
  • A vertical digital marketing banner for Farrow Heights features a woman in profile wearing dark green pants and sunglasses, holding a long orange coat that…
  • A vertical digital graphic features a smartphone displaying a text message next to two data analytics cards on a beige background.
  • A close-up lifestyle shot features a hand with red-manicured nails holding a white smartphone, displaying a marketing text message from Hotel Hygge.
  • A dense, tilted mosaic of colorful technology and e-commerce app icons floating across a clean white background.
  • An angled close-up photo shows a laptop displaying a 'Marketing dashboard' with clean UI elements and a Mailchimp monkey logo.
  • A woman with short, salt-and-pepper hair and a neutral expression sits in a patterned armchair, focused on a grey laptop.
  • A vibrant yellow pill-shaped button contains the black sans-serif text "Target high-value customers." A black cursor arrow with a thick white outline points…
  • A man in a beanie and brown polo shirt sits at a reflective table in a white brick loft, gazing thoughtfully at a laptop covered in stickers including 'Oat…
  • A man in a tan baseball cap and brown shirt sits at a sleek metal desk, viewed from behind as he looks at a monitor displaying an 'Automation Flows' software…
  • An East Asian woman with dark bangs and a black headset smiles while looking off-camera in a modern workspace.
  • A graphic design featuring an olive green promotional flyer on the left and a white integration panel on the right.
  • In a bright, plant-filled office, a woman with long dark hair in a mustard yellow cardigan leans over a white table to type on a silver laptop.
  • A whimsical black and white charcoal illustration features two figures holding masquerade-style masks made of bread.
  • A candid photo captures three colleagues of diverse ages and ethnicities laughing during an informal meeting in a bright, sunlit loft office with exposed…
  • A stylized, mixed-media collage illustration features a large hand dropping a bright green pea-like circle into a series of stacked dark gray geometric bowls.
  • A textured, dark charcoal-colored hand reaches down to delicately place a vibrant, neon-green sphere into a shallow bowl.
  • A digital graphic showcases marketing automation features surrounding a central green banner for an eyewear brand named ESCULTURA.
  • A digital graphic showcases a lavender order notification from 'Assembly' alongside a smartphone displaying a text message.
  • A high-angle, wide photograph captures a modern workspace with long, sage-green desks and dark, grid-like shelving filled with colorful books.
  • A woman with vibrant pink-dyed hair, orange-rimmed glasses, and extensively tattooed legs laughs heartily while sitting on a gray sofa between two colleagues.
  • A whimsical, hand-drawn illustration featuring a white megaphone mounted onto the bed of a small truck.
  • A woman with long wavy brown hair, wearing a vibrant red blouse and pinstriped pants, is seen from behind at her white desk.
  • A smiling woman with dark curly hair and a pink short-sleeved jumpsuit sits in a bright studio, talking on a yellow smartphone while looking down toward a…
  • An aerial wide shot captures a modern, dimly lit office featuring long seafoam-green desks and a dark, multi-shelf bookcase filled with colorful books.
  • A high-angle, close-up lifestyle photo captures a collaborative workspace on a dark wooden table anchored by a bright orange desk mat.
  • A woman with dark hair and a black puff-sleeve top works at a bright desk, looking intently at a large, vibrant yellow computer monitor.
  • Two women on a gravel bike ride stop on a dirt trail to look at a smartphone held by the woman on the right.
  • Two colleagues, a man and a woman, sit at a long desk in a bright, industrial loft office with white brick walls and exposed ventilation.
  • A high-angle photo looks down into a modern, dimly lit office where four diverse professionals work at large sage-green desks.
  • Two men sit across from each other in a lush, private patio filled with tall green bamboo and modern metal furniture.
  • A woman with dark curly hair is seen from the side, smiling as she works on a large desktop monitor featuring an 'Email Builder' interface.
  • A woman with short black bangs and a headset smiles warmly while looking off-camera in an office setting.
  • A woman with curly dark hair tied up in a bun sits at a desk, viewed from behind as she looks at a desktop computer displaying a 'Marketing dashboard'.
  • A professional man with wavy dark hair and glasses smiles while typing at a silver desktop monitor positioned on a vibrant, glossy orange curved desk.
  • A smiling Black woman sits at a pink outdoor table against a backdrop of a white stucco wall and a red brick building.
  • A focused collaborative moment features a Black woman with curly hair pointing at a laptop screen while a white woman with dark hair looks on thoughtfully.
  • A man in a baseball cap and brown shirt sits at a desk, focused on a computer monitor displaying an automation workflow and an 'OAT LORD' marketing graphic.
  • A whimsical, hand-drawn charcoal illustration features a long-eared dog playfully climbing the arched neck of a spotted giraffe.
  • A charcoal-style sketch of a hand showing a thumbs-up gesture while simultaneously holding three fingers upright.
  • A charcoal-style black and white illustration featuring a stylized woman's face with large almond eyes and wavy hair pulled into a bun.
  • A clean software interface graphic titled "Performance over time" shows a dual-line chart comparing SMS and Email click rates.
  • A digital graphic illustrates an A/B split test comparison for an 'Assembly' brand advertisement.
  • A graphic featuring four overlapping 'Customer Profile' cards stacked diagonally on a light beige background.
  • A digital graphic showcases an order notification interface featuring a lavender-toned email layout and a dark mobile text message pop-up.
  • A dark gray laptop sits open on a textured, reddish-brown surface next to a ribbed ceramic mug, set against a plain gray wall.
  • A horizontal row of four G2 'Leader' badges in a shield-shaped graphic style with a white body and orange-to-yellow chevron stripes at the base.

Product interface imagery

40 images

Show Mailchimp’s own product experience when a visual needs to explain how a feature works. Use readable, purposeful interface views—dashboards, analytics, email building, segmentation, recommendations, automations, and messaging. Let the interface illustrate a real task or insight, rather than using decorative interface fragments without context.

The developer experience is part of Mailchimp’s product ecosystem. Use its own developer-site and API visuals for developer-focused work.

  • A side profile photo shows a man with short hair and a goatee focused on a desktop computer displaying a 'Marketing dashboard'.
  • A clean, minimalist UI graphic features a white rounded card on a soft blue background, representing an AI data assistant interface.
  • This screenshot of an 'Audience analytics' dashboard features a clean, white-on-beige card against a soft lavender background.
  • A clean software interface graphic displays 'Conversion insights' with a 'Store activity' bar chart showing five descending blue bars.
  • A stacked series of software notification bubbles floats against a light blue background, with the front bubble being the most detailed.
  • A clean UI dashboard graphic titled "Performance over time" showcases an analytics chart on a white card.
  • A close-up studio shot of an open laptop displays a software interface titled 'Email Builder' on a light wood surface.
  • A digital graphic displays a promotional offer across a desktop tablet and a mobile phone screen against a neutral beige background.
  • A minimalist graphic illustrates data segmentation using two white, rounded-corner drop-down menus stacked vertically against a soft beige background.
  • A workflow diagram featuring three white rounded buttons floating over a cream-colored textured wall and a wooden surface.
  • A digital graphic displays a white notification card set against a beige background with vertical stripes.
  • A screenshot of a 'Predictive Segmentation' software interface features a 'Customer Lifetime Value' data card with a teal-highlighted row for 2.6K users…
  • A clean graphic uses a vertical dashed line to divide diverse user groups into two categories.
  • A vertical digital flowchart illustrates a marketing automation sequence using clean, white floating cards on a light gray background.
  • A floating dark-themed email mockup features a product shot of a blue dome lamp with a gold stem on a wooden table.
  • A repeating grid of mobile app mockups displays an e-commerce advertisement against an off-white background.
  • Four stylized, overlapping digital mockups float at varying angles, showcasing the 'Assembly' brand across desktop and mobile formats.
  • A minimalist black and white ink illustration depicts a woman standing on the right, whose elongated, textured legs form a staircase that a man on the left…
  • A flat minimalist graphic illustrates an integration between two digital platforms on a clean white background.
  • A clean digital analytics dashboard titled Performance over time shows a comparative line graph for SMS and Email marketing.
  • A digital UI graphic shows an orange mobile promotional email next to a marketing automation flowchart.
  • A digital UI graphic displays a vertical list of campaign options against a beige background.
  • A graphic illustration depicts a smartphone screen on the left, displaying a text message with the 'Reset Code: FEC627' in a blue bubble.
  • A close-up photograph of a laptop displaying a 'Marketing dashboard' with clean white and grey interface elements.
  • Two identical, side-by-side minimalist placeholders set against a white background.
  • A clean, minimalist UI wireframe graphic features a light grey placeholder image box on the left containing a simple mountain and sun icon.
  • A digital graphic displays a Conversion insights window over a light blue background, showcasing data for Customers ready to buy again.
  • A spread of three vertical digital marketing emails showcases seasonal campaigns.
  • A close-up graphic shows a person holding a smartphone in a wavy grey case, displaying an email from ESCULTURA to 'High-value Customers' offering a 20%…
  • This screenshot of a software dashboard features a clean, white interface with a header stating 'Targeting 1,356 subscribers that match conditions.' The…
  • A medium shot of a young man with wavy brown hair looking down at a lavender-colored smartphone with a slight smile.
  • A close-up UI screenshot of an AI writing assistant overlaid on a sage green and cream design featuring the word 'ESCULTOURA'.
  • A digital UI screenshot features an open white dropdown menu titled 'Choose an option' with a black cursor hovering over 'New arrivals'.
  • A collage of three digital marketing graphics highlights the ESCULTURA brand.
  • A clean grid of well-known software and platform logos, each centered on a rounded white tile with subtle drop shadows for depth.
  • A close-up product photo shows a person's hand using the trackpad of a dark laptop, which displays a bright "Marketing dashboard" interface.
  • A horizontal, black monochromatic logo featuring the 'Freddie' chimpanzee mascot winking and wearing a postal cap to the left of tiered text.
  • A cream-colored horizontal logo featuring the winking Mailchimp mascot, Freddie, wearing a driver's cap.
  • A minimalist graphic icon featuring a solid light gray horizontal bar on the left and three stacked thin gray lines on the right.
  • The Mailchimp logo is featured in a wide, horizontal layout, anchored by a vibrant yellow circle on the left containing the iconic black and white winking…

Download Mailchimp’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Mailchimp’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 152 images and the logos. The font files belong to The Rocket Science Group LLC, so they’re left out.

Download the Brand SkillZIP, 5.8 MB

mailchimp-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-graphics.md

│ ├ imagery-photography.md

│ └ imagery-product-ui.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from mailchimp.com on 30 Oct 2026. It isn’t Mailchimp’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Mailchimp and its logos are trademarks of The Rocket Science Group LLC. Rainbrand isn’t affiliated with or endorsed by The Rocket Science Group LLC.

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