TBWA – The Disruption Company® has launched a fresh visual identity crafted by DXD, its global design discipline, marking a new chapter for the TBWA Collective. Led by Bruno Regalo, Global Chief Design Officer and Head of DXD®, the studio already shapes visual systems for Disney+, Levi’s, TikTok, Tiffany & Co. and The Grammys.
The rebrand centres on DXD’s “Design by Disruption” philosophy – building a distinctive Visual Brand Soul™ that people recognise before they even spot the logo. It brings together agencies like TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab and TBWA\HAKUHODO under one modular, human-first visual language.
Five ideas anchor the new identity: hand-crafted iconography and imperfect finishes that show “evidence of making”; a revived serif typeface and hand-drawn monogram rooted in heritage; a new “Analog” colour inspired by vintage stationery and Leica photography, paired with candid, in-motion photography; 20% system flexibility for local markets via bespoke backslashes and city stamps; and a nod to TBWA’s pirate spirit, referencing Steve Jobs’ iconic line on rebellion over convention.
Peter Khoury, CCO of TBWA\Singapore, called the identity “modular, simple, crafted and organic,” reflecting global reach shaped by local culture. Russell Barrett, Chief Creative Experience Officer at TBWA\Lintas, added that design is a brand’s first strategic expression – one that now backs human creativity above all.
