TBWA unveils visual identity by DXD

The identity brings together agencies across the TBWA Collective under a shared visual language

TBWA has introduced a visual identity created by its global design discipline, DXD, reflecting the agency network's focus on design as a strategic element of brand building. The identity brings together agencies across the TBWA Collective under a shared visual language while allowing individual markets to incorporate local elements.

Developed under the direction of Bruno Regalo, Global Chief Design Officer at TBWA\Worldwide and Head of DXD, the identity will be applied across the network, which includes agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa.

Design system balances consistency and flexibility

The refreshed identity introduces handcrafted iconography, brushwork and textured finishes intended to emphasise the role of human creativity in design. It also marks the return of serif typography alongside a hand-crafted monogram based on TBWA's backslash.

The colour palette has been expanded with Analog, a neutral tone inspired by stationery paper, vintage envelopes and analogue photography. TBWA has also adopted a documentary-style photography approach focused on candid moments rather than posed imagery.

Identity supports local adaptation

According to TBWA, around 20 per cent of the visual system has been intentionally left open to allow regional offices to introduce local interpretations. This includes customised backslash graphics and passport-inspired city stamps designed to reflect the diversity of the global network while maintaining a consistent identity.

The design system also references the agency's long-standing pirate philosophy through handcrafted iconography inspired by Steve Jobs' quote, "Why join the navy when you can be a pirate?", highlighting TBWA's emphasis on challenging convention.

Agency highlights role of design

Bruno Regalo, Global Chief Design Officer, TBWA\Worldwide and Head, DXD: "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™."

Peter Khoury, Chief Creative Officer at TBWA\Singapore and Regional Chief Creative Officer, Omnicom Advertising Asia: "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."

www.tbwa.com

www.designbydisruption.com

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