The Rise and Fall of Brand Mascots in Digital Products

Remember the green owl that notifies you (maybe a little too often) to practice Spanish on Duolingo? 

These kinds of characters are more than just digital decorations. They are brand mascots, and for a time, they played an important role in marketing and in the way we experienced digital products.

Brand mascots are illustrated or animated characters designed to represent a brand’s personality. In digital products, from web design to app design, they serve as emotional connectors, guiding users, simplifying actions, and creating a sense of continuity across screens. They could even help soften users’ frustrating moments when the website or app doesn’t work as they expect.

In the world of UI design and web design, mascots play a unique role beyond just being cute or funny characters. They act as guides, coaches, or even friends who make digital products feel less mechanical and more approachable. For example, mascots can help users learn new features or remind them about tasks.

What is so special about them? Well, unlike logos or static visuals, mascots talk, move, and even joke, making them reliable tools for UI design and UX design professionals to humanize the user experience.

Anyway, as marketing evolved, many of these mascots started to disappear. So…What happened? And what does this mean for UI/UX design today? 

Mascots have been around for a long time. The word traces back to an 1880s French opera called La Mascotte. From there, mascots became very popular in sports teams and even a national symbol used by countries, like the British “Bulldog” representing courage.

Soon, businesses saw the power of mascots, too. Brands started using cute animals, friendly characters, or even talking objects to make themselves stand out. These mascots were making them feel more personal and be remembered. Sources say that mascots can even boost emotional connection and sales, just by being more relatable and recognizable.

We all know the classics: Ronald McDonald, the Michelin Man, or Coca-Cola’s polar bear. These mascots didn’t just sell products. They created emotional bonds with customers that lasted for years. 

In digital products, the same idea applies. In the early days of mobile apps and Figma design prototyping, brand mascots were everywhere. They welcomed users right from the onboarding. 

These characters helped turn faceless design tools into memorable experiences. Whenever brands wanted to feel warm, playful, or even to become friends, mascots were their secret weapons. 

Take Mailchimp, for example. Its mascot, Freddie the chimp, was a beloved part of the brand’s early identity, giving high-fives, telling jokes, and making the process of sending important emails less tense. 

How did he do that? He made users feel less nervous, joking about how stressful it is. Right before sending a campaign, Freddie would display a shaking hand pressing a big red button. 

As the marketing world evolved, mascots started to feel dated. First, people’s focus shifted. In the golden age of print, radio, and TV, mascots had time and space to shine. Now, people are bombarded with content on tiny screens. Simple, bold logos work better in app design icons and web design feeds. 

Even more so, the mascots aren’t as necessary in the digital world because brands connect and interact with their customers through social media.

Let’s think further. A brand has diverse audiences that expect personalized experiences. A single mascot might not connect to everyone. These days, people want tailored interactions, not a mascot that tries to fit everything, so brands lean on real people more. Influencers and celebrities can speak directly to different audiences and feel more authentic.

As well, with UI design trends shifting toward minimalism and scalability, many of these mascots began to disappear. Today, sleek interfaces, neutral tones, and clean typography dominate. Some even argue that mascots feel outdated or even distracting in modern digital worlds. 

‍

Here’s why mascots have been used less in UI/UX design lately:

1. Cleaner, simpler design. Modern apps focus on minimalism. Too many characters or animations can distract from getting things done quickly.

2. Global Audiences. Mascots don’t always work well across different cultures and languages. 

3. More intelligent interfaces. With AI and smart assistants, users expect helpful tools that feel natural and straightforward, without the extra fluff.

However, mascots are far from being dead. Some believe the emotional value they offer is still relevant, especially as digital experiences become increasingly automated and impersonal. They might actually be getting a second life!

Modern digital brands are using mascots to humanize what would otherwise feel “cold”. On social platforms, mascots are turning into real internet celebrities through humour, surprising twists, and memes. And let’s not forget Grimace, McDonald’s purple icon, making a nostalgic comeback, especially among Gen Z. 

Brands are also getting ambitious in the metaverse and gaming world. Take Wendy’s avatar launch into Fortnite for a “Food Fight” event.

Then, there’s AI. Mascots are about to become interactive, smart, and deeply personalized. Mondelez is already using generative AI to bring its cookie mascot “Chip” to life in ads. 

From a UI/UX standpoint, AI-powered mascots could soon pop up in apps with adaptive personalities, helpful reminders, or emotionally tuned responses. Imagine an in-app mascot that senses your frustration when you bump into an error and cracks a joke and guides you through a tricky process.

Relevance is key. Today’s mascots need to be on-trend and fit well to digital platforms, not just outdated symbols. When done well, they help build trust, increase engagement, and give users something to feel connected to. 

Brand mascots have had quite a journey, from being the friendly faces that made brands approachable to falling out of favor in the digital world, but with a great possibility to make a comeback.

As technology continues to evolve, especially with AI and new digital platforms, mascots have the potential to become even more engaging and personalized characters in our digital lives. 

We at uinkits understand the importance of great user experiences and creating amazing UI designs. That’s why we’ve developed a Figma UI Kit with design components that include these essential UI elements that enable you to design intuitive and user-friendly interfaces effortlessly.

“You press the button, we do the rest.” – Kodak.

Inspired by this iconic tagline from Kodak, we believe in simplifying the design process for you. Our Figma UI Kit, uinkits, is a complete design system with UI components that allows you, as a UI UX designer, to create your products as quickly as pressing a button.

Our design system includes UI components, icons, variables, cards, buttons and everything you need for your design process. All you have to do is take your UI design component needed, and you’re ready to use it in your designs!