MullenLowe unveiled its new global identity and a refreshed positioning, created to unite the network across 57 markets globally and differentiate it from competitors. MullenLowe sees the octopus evolve from an operational mascot to a kindred spirit that visually represents how brands need to grow today.
The agency’s positioning is underpinned by research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster*.
“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.
A logo that reinvents itself
The new brand identity was created by MullenLowe U.S. 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 personalisation 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.
A generative app that invites you to design your own logo
MullenLowe invites its more than 4,000 employees globally to design their own octopus using a generative app. “We want the design system to reflect who we are and allow each person who’s part of MullenLowe to make their own mark,” says Paz. It allows users to customise the octopus for email signatures, social and profile icons, and even the background of an Apple Watch.
A whimsical contrast between the logo and wordmark
The fluid octopus is paired with a bespoke wordmark that is stark, reliable, and firm in its logical Serif treatment. It grounds the funkiness of the octopus, combining emotion with reason. While the octopus welcomes the new, the wordmark pays tribute to the past and the agency’s long-standing heritage.
A system that shows how we come together as a family
In addition to all the individual iterations, a pattern was created to represent inclusivity and the coming together of all the unique expressions and people who make up MullenLowe.
Tentacles that morph into letters
To complete the visual identity, the system includes its own trademarked typographical treatment. The octopus’s tentacles morph into letters and numbers that create a full typeface from A to Z, and from 1 to10.
A new MullenLowe
The identity has rolled out across the agency’s communications touch points, including the website and social media. It will be splashed across office walls and with highly anticipated swag. The new look goes beyond design to create renewed energy, pride, and confidence in the network’s next chapter.
A belief and a promise
“This is more than just a logo redesign. We have a point of view on how brands grow, and we built our identity and voice to reflect that belief. In a rapidly changing world, more of the same is not the path to long-term success. Brands need to earn and continually defend their unfair share of attention,” said Cavallo. “Products might be boring, but brands can never afford to be.”
Please login with linkedin to commentMullenLowe
Australia’s National Drag Racing Championship (NDRC) has launched its latest media campaign aimed at engaging fans and building excitement ahead of the summer championship series, via Murmur-Group. The campaign is the first to market since Murmur was appointed to the business earlier this year. Spread across OOH, Radio, Programmatic, Youtube, Meta and BVOD, the campaign […]
The In-House Agency Council (IHAC) has partnered with Kantar to publish its ‘2023 In-House Agency Landscape Report’, APAC’s only research report focussed on the state of the in-house agency model. The new research follows on from the IHAC’s first study released in August 2021 and aims to provide a current take on the country’s in-housing […]
JOLT, Australia’s third-party verified, sustainable digital-out-of-home and electric vehicle charging network, today announced the launch of a first-to-market product that enables brands to further engage with high-value audiences with its new in-app advertising solution. The first of its kind in Australia’s media industry, this solution provides an unparalleled one-to-one connection with customers, whilst charging their […]
Customer insights platform, Ideally, has expanded its regional footprint as part of its ambitious growth strategy, announcing the appointment of Simon Gawn to lead Australian operations. Ideally appoints Gawn on the back of exponential growth since launching in August this year, already boasting a strong and established Australian-based client roster. Gawn’s immediate remit is to capitalise on Ideally’s significant growth opportunities in Australia, a market five times larger than New Zealand.
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]