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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.

Download the Brand Skill
Intuit Mailchimp logo with Freddie
  • Cavendish Yellow#FFE01B
  • Peppercorn#241C15
  • Deep indigo#0D0031
  • White#FFFFFF

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.

More from the Brand Skill

Brand graphics and social imagery

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.

Photography and brand storytelling

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.

Product interface imagery

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.

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.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

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/logos/

├ mailchimp-lockup-2.svg

├ mailchimp-lockup.svg

└ mailchimp-icon.svg

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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