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One of the original Web 2.0 apps Campaign Monitor, has rebranded their look with a fresh new broad redesign. The company felt that the website and overall brand looked too serious and corporate for what the team felt they had become. They are a small and friendly team of passionate designers and developers and wanted their look to reflect that. The result of their recent effort is a refreshing, welcoming new design for the company that should last them years to come.




The new type is slick and beautiful. It’s calming and inviting while not being too overwhelming. Here’s what Campaign Monitor had to say about the new wordmark:

“Technically, the logo comes in two parts – the ‘wordmark‘ and the icon – two elements that work equally well as a set, or as individuals, and at any size. As you can imagine, both elements have been continually refined, re-designed and obsessed over for almost a year before arriving at what you see today.


For the wordmark, I worked closely with the extremely talented Anthony Lane who hand crafted the type you see below. He managed to take influence from our original logo (Gotham), and was able to throw in some softer, rounded elements to make it much friendlier. The beauty of the final product is that it scales to almost any size, and still maintains it’s unique character.

The smaller circles (above) show how we maintained a consistent rate of curve, and the larger circles helped us keep the letter forms the exact same width. It’s this level of detail that makes sure that the word scales up and down perfectly.”

Case Study

Campaign-monitor.pngThe Website Before

Campaign-monitor1.pngThe New Website Design

I love the new icon. It seems to be a play off of an envelope and the negative space of an M. Here’s what Campaign Monitor had to say about it: “The icon was designed by myself to be a device that we can use alongside the wordmark, but also in the places where the full word isn’t needed. You might already have seen it being used in our avatars, email footers and advertising.

Much like the wordmark, the icon went through various revisions and re-designs before we found something that had exactly the right feel. There were a number of close contenders (below) – but nothing really stood out for us… we really liked the top left option, before realizing that it totally looks like a fish.


What we ended up choosing and developing was an icon that could scale beautifully, was simple enough to have fun with, but also didn’t try and say too much. Some people see it as an envelope, others the letter ‘M’, a graph, crown, folded paper… or something else entirely.”

Case Study

Here’s a look at some of the new branding elements from the site redesign: