The octopus felt dated. But the idea of the octopus still felt fresh.

That was the starting point at MullenLowe, a year ago, as it embarked on a total redesign of its brand identity. The project reached the finish line Monday, as a striking new logo—actually, a collection of flexible and adaptable logos—rolled out to the 4,000 employees across the agency’s global network.

In place of the more realistic-looking “Challenger Octopus” illustration, used since a previous rebrand in 2016, the agency has developed a wildly abstract and fluid octopus design rendered in dozens of versions—and which will soon be available to employees to twist and stretch into their own personalized octopi as well.