Mumbai: MullenLowe recently unveiled its new global identity and a refreshed positioning to unite the network across 57 markets globally and differentiate it from competitors. MullenLowe sees the octopus evolve from an operational mascot to a kindred spirit that visually represents how brands need to grow today.
This change and positioning were enabled by research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster.
João Paz is the head of design at MullenLowe New York & Boston with 20 years of experience in the field of Advertising and Design. His expertise lies in translating the brand’s platforms, core values, and voice into striking visual executions. With broad expertise in typography, illustration, motion, 3D and graphic design, he delivers the craft required for work to stand out in the world and build brands.
Indiantelevision.com in an email interaction with Joao Paz, head of art and design MullenLowe New York & Boston – US on the logo change and the research and strategy behind it ………
Edited excerpts
On the thought behind repositioning the logo and any research done before going in for the repositioning
We did a lot of research and collaboration before embarking on this new chapter for our network, pulling in key markets like India to contribute. We underpinned the new positioning with research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster. It is clear that more of the same is not the path to long-term success so for brands to stay interesting, conversational, and relevant, they need to embrace change.
On ‘Our icon offers the perfect metaphor’…. what does it mean, can you elaborate on that.
The octopus has been the symbol of MullenLowe since agencies Mullen and Lowe merged in 2016. The original octopus, with boxing gloves on, was designed to represent the eight business “tentacles” we had at the time. With this new positioning, our octopus is about who we are not just what we do. Its fluidity and adaptability represent our network’s ability to always challenge itself to be better. The octopus is the only organism that routinely self-edits its own DNA and we believe that is a model for how brands should behave today.
On a generative app that invited the employees to create their own logo, and the response to that initiative
This element is key to the overall concept of the rebrand. We are a community of people, and we want each individual to be able to make their mark and see themselves through our new identity. We are over 4000 people worldwide and we want people to have fun with it, to not be afraid of change, and express themselves creatively from the work they do to the personalised logo they use.
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