TBWA has unveiled a new global visual identity created by DXD, its in-house global design discipline, marking the latest evolution of the network's brand identity.

The redesign introduces a new visual system across the TBWA Collective, which includes agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa.

Led by Bruno Regalo, global chief design officer, TBWA\Worldwide and head of DXD, the studio develops brand identities, design systems and experiences for clients including Disney+, Gatorade, Levi's, Tiffany & Co., TikTok and The Grammys.

The new identity combines handcrafted illustrations, brushwork and serif typography with a redesigned monogram based on TBWA's signature backslash. It also introduces a new colour called 'Analog', alongside a photography style focused on candid imagery.

According to TBWA, around 20% of the design system has been left flexible, allowing individual markets to incorporate local visual elements while maintaining a consistent global identity.

The redesign is the first public expression of DXD's 'Design by Disruption' approach and will be rolled out across the TBWA network.

Regalo said, “Our job isn't to create assets. It's to build visual systems so distinctive that people recognise the brand before they ever see its logo. That's what we call a brand's visual brand soul."

Peter Khoury, chief creative officer, TBWA\Singapore, and regional chief creative officer, Omnicom Advertising Asia, added, “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, said, “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.”