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

The boxing octopus, used to signal the brand’s risk-taking spirit, is gone and replaced with a softer, generative shape.

7 June 2023

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.”


MullenLowe global rebrand (Copyright © MullenLowe, 2023)

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.

GalleryMullenLowe global rebrand (Copyright © MullenLowe, 2023)

MullenLowe global rebrand (Copyright © MullenLowe, 2023)

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MullenLowe global rebrand (Copyright © MullenLowe, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.

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