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over 4 years ago from Jon Bell, Sr. Design Manager
this is a bad take
they're foregrounding Freddie more than ever and have an incredibly unique wordmark, plus illustrations that don't follow the trend at all. so how do you figure that?
Is this sarcasm or are you trolling on purpose?
I'm not sure why you think this is trolling. What a weird response. Is anything I said not true? And how have they lost their unique personality if they still look unlike anyone else in the space? They have changed one unique personality for another. Thanks for the downvotes instead of discussion though!
Then you seem to be a bit out of touch with the industry.
Collins did this redesign. Which, looks like all of their other redesigns for the companies they do; the color palettes and illustrations are exactly the same styles and some even take the same illustrations and are repurposed - https://www.wearecollins.com/ - there is nothing unique about this.
They've moved Freddie, their monkey, into the background and no longer lead with it throughout the app. Sign in and use the actual app. Freddie is no longer their brand character despite using him as their logo. It's now these child-like illustrations that are becoming a disease in our industry.
And, if you haven't, go ahead and read through the comments on this thread. Others agree with my sentiments.
I'm aware of Collins. This clearly isn't a discussion about work, it's a need to be right, so.. you're right!
So much for that thoughtful discussion, you were ranting about above.
Great thanks then.
I dont see how they're 'foregrounding Freddie more than ever' when he used to be a large colour image on their homepage. I think this rebrand would work better if it didnt have that super cheap yellow as a primary colour. Mailchimp managed to avoid the spam association by having shithot branding, and now it looks cheap, so to me it just looks like a spam factory now.
He is now officially the logo, which they always struggled with doing before as they weren't really intended to be together and were of differing styles. I didn't look at all applications and am not a user so I may be incorrect on a holistic level - my opinions are just about the branding and marketing site.
Hmm, I always associated that monkey with mailchimp. I don't think it necessarily needs to be in the logo. Also I have no idea why people are downvoting you. You're giving perfectly valid points. This site is silly.
Meh, it was an eventuality of introducing downvoting in a design group - strong opinions combined with the fact that downvotes are always used as "disagree" buttons!
Anyway, I agree the association was strong before. I don't think they needed to put Freddie in the logo but I think this just more strongly associates the already strongest association with the brand. Which to me would be doubling down on what sets them apart.
Freddie Got Foregrounded. Fall 2018.
"illustrations that don't follow the trend at all"
Aren't they directly following the scratchy illustration/collage trend started by Medium, Dropbox, Intercom, etc, several years ago?
I'm not saying they haven't ever been done before, but they're certainly not the common watercolory illustrations that are common in the industry. Medium's and Dropbox's are quite different in structure and material, though perhaps you're referring to an earlier brand for either of them?
These are all on Dropbox's current site.
Yeah - to me the defining point of this style and mediums is the mixed-media collage aspect. certainly a similar line quality though!
Not ~exactly~ the same, sure, but definitely on the heels of Medium, Dropbox, etc's revival of 1960s and 70s sketchpad illustration style.
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And Mailchimp just lost its unique personality.