TBWA has introduced a new global visual identity, developed by its design discipline DXD, marking the next phase of the TBWA Collective with a more expressive and human-centred design system.
Led by Bruno Regalo, Global Chief Design Officer at TBWA\Worldwide and Head of DXD, the refreshed identity combines handcrafted visual elements, serif typography, a redesigned monogram and a new colour palette centred around the brand's signature yellow and the newly introduced "Analog" shade.
The visual system has been designed to unite TBWA's global network, including agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa, while allowing local markets the flexibility to incorporate their own creative expression.
“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.”
The identity also pays tribute to the network's longstanding "Disruption®" philosophy through handcrafted iconography and references to the agency's "pirate spirit", reinforcing its commitment to challenging convention across markets.
