TBWA unveils new global visual identity

TBWA – The Disruption Company® today unveiled a new visual identity created by DXD, its global design discipline. More than a redesign, it marks the next chapter of the TBWA Collective through a richer, more human visual language.

As brands become more fragmented and complex, DXD® believes design has become one of the most strategic forces in brand building – connecting ideas, experiences and culture through a single visual language.

Led by Bruno Regalo, Global Chief Design Officer, TBWA\Worldwide and Head of DXD®, the design studio builds identities, experiences and visual systems for clients including Disney+, Gatorade, Levi's, Tiffany & Co., TikTok and The Grammys.

TBWA's new identity reflects a stronger Collective – bringing together some of the world’s most creatively diverse agencies including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA, Africa and more. Independent in spirit, united by Disruption® and backed by Omnicom, TBWA is built to challenge convention at every scale.

“Our job isn't to create assets. It's to build visual systems so distinctive that people recognize the brand before they ever see its logo. That's what we call a brand's Visual Brand Soul™,” Bruno Regalo, Chief Design Officer, TBWA\Worldwide and Head of DXD® said. 

Peter Khoury, Chief Creative Officer, TBWA\Singapore, and Regional Chief Creative Officer, Omnicom Advertising Asia, adds, “In our industry, now more than ever, we have to practice what we preach: great brand platforms come to life through culture-fluid thinking and design-led principles applied across the ecosystem. That’s why we consistently take the time and space to revisit our own brand and how we show up across the globe. Our refreshed TBWA visual ID is modular, simple, crafted and organic. DXD® are masters of stripping a brand down and interrogating it until it confesses its truth, its essence. As the Disruption Company, this new visual ID shows a global brand connected to the streets, to the culture each office lives within and the local flair customisation brings, amplified by global presence.”

Russell Barrett, Chief Creative Experience Officer, TBWA\Lintas added, “A brand’s design is its first expression of its strategy. This is even truer for a creative company. Before people experience our thinking, they experience how we look. Design by Disruption gives us a visual system that reflects who we’ve become and the kind of ideas we want to be known for. A brand that backs the power of human creativity and ingenuity over all else.”

Hand-crafted iconography, expressive brushwork and intentionally imperfect finishes celebrate the evidence of the human hand. Inspired by art as a reference to Disruption, ink drops, spray, pen strokes and handwritten words create a visual counterpoint to elegant order.

Serif typography returns alongside a new monogram, crafted by hand and refined digitally through the angles of TBWA's iconic backslash. Together, they create a timeless expression that reflects the rigour, sophistication and craft behind the Collective.

The iconic TBWA yellow is joined by ‘Analog’ – a new colour inspired by stationery paper, vintage envelopes and Leica photography. Paired with a new photography approach, posed photos are replaced by takes of real moments, in motion, to reveal the authentic human.

20% of the system is left open, giving every market the freedom to bring its own local flavour. Bespoke backslashes and passport-inspired city stamps celebrate the history and diversity of the Collective while strengthening one shared visual language.

As a tribute to one of TBWA's most enduring references, DXD honours the pirate universe through hand-crafted iconography inspired by Steve Jobs' famous line: "Why join the navy when you can be a pirate?”. It's a reminder that a healthy disrespect for convention has always been part of the Collective's DNA.