TBWA unveils new global visual identity

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

TBWA has unveiled a new global visual identity created by its in-house design discipline DXD (Design by Disruption), marking the next chapter of the agency network's brand evolution.

The refreshed identity is the first public expression of DXD's "Design by Disruption" philosophy, which centres on building what it calls a brand's "Visual brand soul" - a distinctive visual language that enables audiences to recognise a brand before seeing its logo.

The rebrand comes as TBWA positions design as a more strategic discipline in helping brands navigate increasingly fragmented consumer journeys and experiences. It also reflects a stronger collective identity across the agency network, which includes TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa, among others.

Don't miss: TBWA\Malaysia's Yee Wai Khuen on why creativity still beats the swipe

DXD is led by Bruno Regalo, global chief design officer at TBWA\Worldwide. The team develops brand identities, visual systems and experiences for clients including Disney+, Levi's, TikTok, The Grammys, Tiffany & Co. and Gatorade.

The new identity introduces several visual elements across the TBWA brand, including handcrafted iconography, expressive brushwork and intentionally imperfect finishes designed to highlight the human touch. Serif typography also returns alongside a new monogram inspired by TBWA's signature backslash.

Meanwhile, the agency's signature yellow is now paired with a new colour named "Analog", inspired by stationery paper, vintage envelopes and Leica photography. The updated photography style also shifts away from posed imagery towards candid, in-motion moments.

To balance global consistency with local relevance, around 20% of the design system has intentionally been left open for local markets to customise. This includes bespoke backslashes and passport-inspired city stamps that reflect the culture and heritage of individual offices while maintaining a shared visual identity.

The system also pays tribute to TBWA's longstanding "pirate" philosophy through handcrafted iconography inspired by Steve Jobs' famous quote, "Why join the navy when you can be a pirate?", reinforcing the network's longstanding focus on challenging convention.

"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'," said Regalo.

Peter Khoury, chief creative officer at TBWA Singapore and regional chief creative officer at Omnicom Advertising Asia, added that the refreshed identity reflects the agency's belief that strong brand platforms should be expressed through design-led thinking across every touchpoint.

"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," he said.

"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," added Khoury.

The launch also follows a strong year for TBWA in Singapore. At the MARKETING-INTERACTIVE Agency of the Year Awards 2026, TBWA Group Singapore was named Overall Agency of the Year after clinching five gold and one silver trophies, including wins for Creative Agency of the Year, Full-Service Agency of the Year and Brand & Design Consultancy of the Year. The recognition reflects the agency's continued investment in creativity and design capabilities, themes that sit at the heart of its refreshed global identity.

Meanwhile, in Hong Kong, the network recently strengthened its creative leadership by appointing Mike Choy and William Chow as joint creative leaders of TBWA Hong Kong, with Choy also continuing to lead DXD.

share on