A client once asked me to design a mascot for their B2B SaaS product. They wanted something "fun and approachable" to "humanize the brand."

I asked them why. They didn't have a good answer.

Mascots Are Not Strategy

A mascot is a tool. Like any tool, it needs a purpose. Mailchimp's Freddie works because Mailchimp built an entire playful, approachable brand around him. Duolingo's owl works because it's tied to the gamification and daily habit-building.

But slapping a cartoon character on your logo doesn't make your brand more memorable. It just makes it look like you copied someone else's homework.

When Mascots Actually Work

Mascots work when:
• You're targeting consumers (not businesses)
• Your brand is inherently playful or casual
• You have the resources to develop it properly across all touchpoints
• It serves a functional purpose (like Clippy... okay, bad example)

If you're a cybersecurity firm, you don't need a mascot. If you're selling accounting software to enterprises, you don't need a mascot. Focus on clear messaging, solid design, and building trust.

Save the cute animals for when they actually make sense.