MullenLowe, a renowned advertising agency, recently underwent a rebranding process, unveiling a new logo that signifies their departure from the traditional corporate-agency world. The previous logo, known as the ‘Challenger Octopus,’ featuring boxing gloves, was deemed outdated. Join me as we explore the agency’s rebranding journey, the inspiration behind the new logo, and the innovative ways in which employees can personalize their own octopus markings.
Why the Redesign?
The agency felt that its previous logo, with its boxing gloves, no longer aligned with its identity and vision. Joao Paz, head of design at MullenLowe US, acknowledged that “The ‘Challenger Octopus’ had a masculine and aggressive vibe that no longer resonated with the agency’s values. It was time for a fresh start that captured their desire for reinvention and breaking free from the norms of the corporate agency world.”
“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 Dynamic and Fluid Identity
To better represent their evolving identity, MullenLowe sought a logo that exuded dynamism and fluidity. After a year of brainstorming, a new octopus design emerged. Though abstract in appearance, it symbolizes the agency’s commitment to adaptability and innovation. The black and white version was ultimately chosen over the colored versions. The logo was originally intended to represent the agency’s US branch. Ultimately, the agency decided to have it represent itself globally after sharing it with global leads.
Personalized Branding with the Octopus App
MullenLowe took their rebranding efforts a step further by creating an interactive app for their employees. This innovative tool allows each team member to customize their own octopus marking, which can be used on business cards and email signatures. This personalized branding not only fosters a sense of individuality but also strengthens the connection between employees and the agency’s new identity.
Final Thoughts
MullenLowe’s rebranding journey and the introduction of the fluid octopus logo demonstrate the agency’s commitment to growth, adaptability, and breaking free from conventional norms. The decision to move away from the ‘Challenger Octopus’ symbolizes their desire to embrace a more dynamic and fluid identity. By allowing employees to create their personalized octopus markings, MullenLowe fosters a sense of individuality and ownership. This rebranding effort positions MullenLowe as an agency that is unafraid to challenge the status quo and embrace reinvention, solidifying their place as a leader in the advertising industry
