17 Sep 2008
Jon Hicks has done a perfectly decent illustration job, but for me it feels like an uninspiring compromise between going completely ‘modern’/corporate and retaining some of their quirky branding. It’s landed awkwardly somewhere near Bonzi Buddy territory (harsh, but that’s what came to mind).
However, based on what MailChimp say about their improved stats, they’re doing the right thing in gradually destroying their original branding. Sadly, the business world is well-stocked with clueless corporate drones who won’t take a service seriously unless it conforms to their dull, superficial expectations, and catering to that market can be lucrative.