"They didn’t want to do a massive overhaul," Hische explains, "they just wanted to give their current mark a facelift."
Hische lightened the weight of the logo overall and improved the vector drawing, with the letterforms revised for legibility, especially at small sizes. The end result is a more refined, refreshed look whilst still portraying MailChimp's playful ethos.
Whilst the changes may not be so obvious to those who aren't typography junkies, the annotated images below show exactly how things have been tightened up and improved.
You can see more typography treats over on Hische's website.
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What do you think of MailChimp's new look logo? Let us know in the comments box below!