TBWA unveils new global identity designed by DXD

Mumbai: TBWA is giving itself a fresh coat of creativity. The global advertising network has unveiled a new visual identity created by its in-house design discipline, DXD, as it looks to reinforce its positioning as “The Disruption Company” with a more human and design-led brand expression.

The refreshed identity marks the first public showcase of DXD’s “Design by Disruption” philosophy, which focuses on building what it calls a brand’s “Visual Brand Soul”, a distinctive visual language that people can recognise even before seeing a logo.

Launched as one of the advertising industry’s first global design disciplines embedded within a creative agency network, DXD develops brand identities and visual systems for clients including Disney+, Levi’s, TikTok and The Recording Academy.

The new identity reflects the broader TBWA Collective, bringing together agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa under a unified visual system while allowing local offices room to express their own market identity.

The redesign introduces handcrafted iconography, expressive brushstrokes and deliberately imperfect finishes to emphasise human creativity. Serif typography returns alongside a newly crafted monogram inspired by TBWA’s signature backslash, while the network’s iconic yellow is complemented by a new shade called “Analog”, inspired by vintage paper, envelopes and Leica photography.

Another key feature is flexibility. Around 20 per cent of the visual system has intentionally been left open, allowing local markets to customise elements such as backslashes and city stamps while maintaining a shared global identity.

Commenting on the launch, TBWA global chief design officer and DXD head Bruno Regalo said the objective was not simply to create visual assets but to build systems so distinctive that audiences recognise a brand before they even see its logo. He described this as the foundation of a brand’s Visual Brand Soul.

TBWA Singapore chief creative officer and Omnicom Advertising Asia regional chief creative officer Peter Khoury said creative agencies must apply the same branding principles to themselves that they advocate for clients. He added that the new identity reflects a globally connected brand while giving individual offices the freedom to express their own local culture.

Meanwhile, TBWA chief creative experience officer, TBWA Lintas, Russell Barrett said design is often the first expression of a brand’s strategy. He noted that the new identity mirrors the agency’s evolution and reinforces its belief in the power of human creativity.

The redesign also pays tribute to TBWA’s long-standing “pirate” philosophy, drawing inspiration from Steve Jobs’ famous quote, “Why join the navy when you can be a pirate?” Handcrafted pirate-themed iconography serves as a reminder of the agency’s commitment to challenging convention.

For TBWA, the makeover is more than a new logo or colour palette. It is a statement that, in an era of fragmented brands and AI-driven creativity, distinctive design remains one of the strongest ways to stand out.