The gloves are off and the octopus has evolved! Say hello to MullenLowe’s brand new global identity and refreshed positioning.
The octopus felt dated. But the idea of the octopus still felt fresh.
That was the starting point at MullenLowe, a year ago, as it embarked on a total redesign of its brand identity. The project reached the finish line Monday, as a striking new logo—actually, a collection of flexible and adaptable logos—rolled out to the 4,000 employees across the agency’s global network.
In place of the more realistic-looking “Challenger Octopus” illustration, used since a previous rebrand in 2016, the agency has developed a wildly abstract and fluid octopus design rendered in dozens of versions—and which will soon be available to employees to twist and stretch into their own personalized octopi as well.
