TBWA has rolled out a new global brand identity developed by its in-house design discipline, DXD, as the agency network looks to create a more unified yet adaptable visual system across its worldwide operations.
The refreshed identity will be adopted across the TBWA Collective—including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa—while giving individual offices the flexibility to incorporate local cultural elements into the design.
The redesign is the first public showcase of DXD's "Design by Disruption" philosophy, which centres on creating what it describes as a brand's "Visual Brand Soul" through a distinctive and recognisable visual language.
Among the key changes are a new monogram inspired by TBWA's signature backslash, the return of serif typography, hand-crafted illustrations, textured finishes and an expanded colour palette. The agency has also introduced a new shade called "Analog," inspired by paper stationery, vintage envelopes and Leica photography, alongside its longstanding yellow brand colour.
The updated photography style shifts away from posed imagery in favour of candid, documentary-style visuals. Around one-fifth of the design system has deliberately been left open to allow regional offices to customise elements such as the backslash motif and city-inspired graphics while remaining aligned with the global identity.
Bruno Regalo, Chief Design Officer at TBWA\Worldwide and Head of DXD, said the objective was to create visual systems that make brands instantly recognisable even before consumers see their logos, describing this as building a brand's "Visual Brand Soul."
Peter Khoury, Chief Creative Officer at TBWA\Singapore and Regional Chief Creative Officer, Omnicom Advertising Asia, said the refreshed identity reflects the agency's belief that strong brand platforms are built through culture-led thinking and design principles that can adapt across markets.
Russell Barrett, Chief Creative Experience Officer at TBWA\Lintas, said the new identity aligns the agency's visual expression with its strategic positioning, reinforcing its focus on human creativity and disruptive thinking.
The redesign also pays tribute to TBWA's long-standing "pirate" philosophy—popularised by Steve Jobs' quote, "Why join the navy when you can be a pirate?"—through handcrafted iconography that reflects the network's culture of challenging convention.
