MullenLowe has announced a new global identity and a refreshed positioning.
Through this, the network wants to unite 57 markets globally. The new brand identity was created by MullenLowe US and led by head of design, João Paz.
According to a statement, MullenLowe sees the octopus evolve from an operational mascot to a 'kindred spirit that visually represents how brands need to grow today'.
Kristen Cavallo, CEO, MullenLowe Global, said, "Our icon 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."
“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. Products might be boring, but brands can never afford to be,” added Cavallo.
Paz said, "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."
He added, “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."
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