MullenLowe’s in-house rebrand grounds “funky” octopus with logical serif

MullenLowe has carried out a global rebrand in-house, revamping the logo it has used since 2016 after the merger of Mullen with Lowe and Partners. The refreshed symbol is still made up of tentacles; this time the ‘octopus’ is a fluid shape designed to embrace constant change. By pairing the logo with a stark serif wordmark, MullenLowe hopes to ground the octopus’ “funkiness” with reason, a release says, paying tribute to the new and the old.

The identity marks a shift in how MullenLowe markets itself, moving from a competitive to a more dynamic persona. “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 João Paz, head of design. “With no corners or end points, [the logo] 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.”

A trademark typographic treatment has also been introduced, using the octopus’ tentacles as a jump-off point. The full 3D typeface combines serifs with organic limbs.

The agency is inviting its over 4,000 employees to design their own octopus mark with a new generative app. These custom symbols can be used for email signatures, across socials “and even the background of an Apple Watch”, says a release. Though a popular approach in brand-building today, this generative element tracks with the evolving character the agency is establishing.