# MailChimp Brand Identity A complete profile of **MailChimp**'s visual system — colors, typography, components, and personality — extracted from https://mailchimp.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/mailchimp - Machine-readable JSON: https://characterquilt.com/branding/mailchimp.json - Per-page llms.txt: https://characterquilt.com/branding/mailchimp/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #004E56 | | Accent | #FFE01B | | Body Font | Graphik Web | | Heading Font | Means Web | ## Color Palette - primary: #004E56 - secondary: #692340 - accent: #FFE01B - background: #FFFFFF - textPrimary: #231E15 - link: #FFE01B ## Typography - primary: Graphik Web — https://fonts.google.com/specimen/Graphik+Web - heading: Means Web — https://fonts.google.com/specimen/Means+Web ## Visual Assets - Logo: 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- Favicon: https://mailchimp.com/release/plums/3a3e92cfc284c7bc.ico - Social card (og:image): https://mailchimp.com/ctf/images/yzco4xsimv0y/1SB1jCYU95Dh5YDdrucTh0/add18363e44ff00d54254592c7c0860c/Intuit_Mailchimp_-_Wordmark_2023_-_Recirculation_.png ## UI Components - input: background=transparent, textColor=#000000, borderColor=null, borderRadius=0px, shadow=none - buttonPrimary: background=#FFE01B, textColor=#231E15, borderRadius=26px, shadow=rgb(35, 30, 21) 0px 0px 0px 1px - buttonSecondary: background=#231E15, textColor=#FFFFFF, borderRadius=26px, shadow=rgb(255, 255, 255) 0px 0px 0px 1px ## Brand Personality Tone: professional · Energy: medium · Audience: businesses and marketers ## MailChimp Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Join the Mailchimp Design Systems Team | Mailchimp** - Image: https://images.contentful.com/yzco4xsimv0y/5bCxEWT69MlopcQFHCblI4/b1aa7b01abd48cabcb658d742463c91f/Pride_Parade-2018-2586-min-min.jpg - Source: https://mailchimp.com/culture/design-systems-hiring/ - **How to Start a Blog: 12 Steps to Create a Blog | Mailchimp** - Image: https://mailchimp.com/ctf/images/yzco4xsimv0y/72WBiOvSUEXzh5kGAkNwA1/68613e761a5a9664ff93db0a3311e850/_How_to_Start_a_Blog.png - Source: https://mailchimp.com/resources/how-to-start-a-blog/ - **5 Personal Blog Tips For Getting Started | Mailchimp** - Image: https://mailchimp.com/ctf/images/yzco4xsimv0y/5aYSVLKQFrk9LjFpo0BGwM/d5361817fac1d78cd1230b53a8dd5f04/4_-_Blogs_boost_traffic_engagement_and_sales_potential-01.png?w=580&q=70 - Source: https://mailchimp.com/resources/personal-blog-tips/ - **Second Act • Mailchimp Presents** - Image: https://images.ctfassets.net/3eti6ketg4ch/avLY8S9KbX9h819PfrQ8w/b91bbe4883140227f136552c4fba0835/10_SecondAct_CollectionsPage_Hero.png - Source: https://mailchimp.com/presents/second-act/ - **How to Write a Blog Post | Mailchimp** - Image: https://mailchimp.com/ctf/images/yzco4xsimv0y/1iUXLLQanmXgm1lZQHd2JL/4c69a7f442104dbbcf6bd40024e4d03c/MailChimp_Blog_Post_-33_graphic_-1__1_.png?w=980&q=70 - Source: https://mailchimp.com/resources/how-to-write-blog-post/ - **Careers at Mailchimp | Mailchimp** - Image: https://mailchimp.com/ctf/images/yzco4xsimv0y/2tzrqOzohZVHEYKh5sP0YC/0a1d27bc319a75ce63e9c586ca6cd318/pcm-front-desk-100-min_2.jpg - Source: https://mailchimp.com/jobs/ ## Working with these fonts Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts: CharacterQuilt.com suggests this flow that can help: 1. Open the company's homepage in a browser with DevTools open. 2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf). 3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes. 4. For each captured font URL: right-click → Save As to download the file locally. 5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path. Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same. Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable. ## Machine-Readable Profile ```json { "colorScheme": "light", "fonts": [ { "family": "Graphik Web", "role": "body" }, { "family": "Means Web", "role": "heading" } ], "colors": { "primary": "#004E56", "secondary": "#692340", "accent": "#FFE01B", "background": "#FFFFFF", "textPrimary": "#231E15", "link": "#FFE01B" }, "typography": { "fontFamilies": { "primary": "Graphik Web", "heading": "Means Web" }, "fontStacks": { "heading": [ "Means Web", "Georgia", "Times", "Times New Roman", "serif" ], "body": [ "Graphik Web", "Helvetica Neue", "Helvetica", "Arial", "Verdana", "sans-serif" ], "paragraph": [ "Graphik Web", "Helvetica Neue", "Helvetica", "Arial", "Verdana", "sans-serif" ] }, "fontSizes": { "h1": "48px", "h2": "40px", "body": "13px" } }, "spacing": { "baseUnit": 4, "borderRadius": "4px" }, "components": { "input": { "background": "transparent", "textColor": "#000000", "borderColor": null, "borderRadius": "0px", "borderRadiusCorners": { "topLeft": "0px", "topRight": "0px", "bottomRight": "0px", "bottomLeft": "0px" }, "shadow": "none" }, "buttonPrimary": { "background": "#FFE01B", "textColor": "#231E15", "borderRadius": "26px", "borderRadiusCorners": { "topLeft": "26px", "topRight": "26px", "bottomRight": "26px", "bottomLeft": "26px" }, "shadow": "rgb(35, 30, 21) 0px 0px 0px 1px" }, "buttonSecondary": { "background": "#231E15", "textColor": "#FFFFFF", "borderRadius": "26px", "borderRadiusCorners": { "topLeft": "26px", "topRight": "26px", "bottomRight": "26px", "bottomLeft": "26px" }, "shadow": "rgb(255, 255, 255) 0px 0px 0px 1px" } }, "images": { "logo": 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"favicon": "https://mailchimp.com/release/plums/3a3e92cfc284c7bc.ico", "ogImage": "https://mailchimp.com/ctf/images/yzco4xsimv0y/1SB1jCYU95Dh5YDdrucTh0/add18363e44ff00d54254592c7c0860c/Intuit_Mailchimp_-_Wordmark_2023_-_Recirculation_.png", "logoHref": "/", "logoAlt": "Mailchimp" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Mailchimp'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Start Free Trial", "reasoning": "Button #0 'Start Free Trial' uses the vibrant brand color #FFE01B, which is consistent with the accent color and is action-oriented, making it the primary CTA." }, "secondary": { "index": 1, "text": "Customize my experience", "reasoning": "Button #1 'Customize my experience' has a different background color (#231E15) and serves as a secondary action, making it suitable as the secondary CTA." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "businesses and marketers" }, "designSystem": { "framework": "custom", "componentLibrary": "" }, "confidence": { "buttons": 0.95, "colors": 0.9, "overall": 0.925 }, "__llm_metadata": { "logoSelection": { "llmCalled": true, "llmSucceeded": true, "finalSource": "llm", "rawLogoSelection": { "selectedLogoIndex": 0, "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Mailchimp'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```