Eight arms, infinite possibilities: MullenLowe’s generative, octopus-led rebrand morphs and moves

Do we keep the octopus? This was the conundrum that MullenLowe U.S. faced when planning a rebrand to unify the agency’s U.S. offices because, while the signature mascot, for many, felt outdated, it couldn’t be abandoned completely. “After rounds of exploration,” Head of Design João Paz tells us, “the octopus kept coming back as the perfect symbol for creativity – an ancient creature that literally edits its own DNA to adapt and survive.” As the ultimate shapeshifter (never staying in the same position, constantly moving and adapting), using it as a mascot felt limiting. So, under the direction of Paz, the team crafted a fully generative identity that breaks free from traditional design constraints, eschewing symmetry and static forms in favour of an ever-evolving mark. Highly abstracted – depicted in striking black and white, doodle-like forms – it creates a striking look. Its tentacles twist and turn, fluid and free. “Shifting away from a literal octopus gave us more freedom to create something imaginative,” Paz notes, “something that made people look twice. That ambiguity made it more evocative, more artistic, and less like traditional logo design. It gave the brand an edge – something captivating and unexpected.”