MullenLowe has unveiled a new global identity and a refreshed positioning, to unite a network across 57 markets globally and differentiate it from competitors.
The octopus of MullenLowe has evolved from an operational mascot to a kindred spirit that visually represents how brands need to grow.
“Our mascot offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA—a model for how brands should behave today,” says Kristen Cavallo, CEO of MullenLowe Global.
The new brand identity was created by MullenLowe US and led by head of design, João Paz.
"We want to challenge the way brands show up in the world. Our octopus is not afraid of change; it’s in its nature, its DNA. We embraced that with a fully generative identity, crafted to show personalization at scale,” says Paz.
The new logo doesn’t live by the rules of logic. It breaks free from any type of symmetry and rigidity. With no corners or end points, it changes and moves and behaves in different ways.
“Our octopus is alive. It has a will, a personality, and, above all, it wants to move. With its endless twists and turns, it has the freedom to reinvent itself infinitely,” adds Paz.
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