TBWA has unveiled a new global brand identity created by its in-house design practice, DXD (Disruption by Design), introducing a bold visual system that embraces handmade expression, imperfection, and creativity. More than a visual refresh, the new identity reflects the agency network's belief that the strongest brands are built on distinctive ideas, not just memorable logos.
A Visual Identity Beyond the Logo
At the heart of the rebrand is a simple philosophy: the strongest brands aren't defined by their logos alone; they're remembered because they have a visual language that's unmistakably theirs. This thinking forms the foundation of DXD, TBWA's global design studio, which focuses on creating distinctive brand systems that go beyond visual assets.
Explaining this approach, Bruno Regalo, Global Chief Design Officer and Head of DXD, said,
"Our job isn't to create assets. It's to build visual systems so distinctive that people recognize the brand before they ever see its logo. That's what we call a brand's Visual Brand Soul."
Bringing that philosophy to life, the new TBWA identity moves away from polished, rigid design in favour of a more expressive and human visual language. Hand-drawn typography, handcrafted illustrations, textured graphics, and organic design elements replace uniformity with personality, creating an identity that reflects the unpredictability and energy of the creative process.
Rather than striving for perfection, the new design system embraces imperfection as a sign of originality and craftsmanship. The result is an identity that feels authentic, dynamic, and intentionally expressive—qualities that closely align with TBWA's long-standing philosophy of Disruption®, its proprietary methodology for helping brands challenge convention and unlock future growth.
Building a 'Visual Brand Soul'
The identity has been developed as a flexible design system that can evolve across markets, campaigns, and digital platforms while maintaining a consistent creative spirit. Instead of relying on a single logo or visual element, the refreshed brand introduces a toolkit of custom illustrations, handwritten graphic treatments, textured imagery, and adaptable layouts that encourage creative interpretation across TBWA's global network.
The launch also reinforces the agency's positioning as "not just a network, but a borderless global collective." Today, TBWA brings together more than 11,000 creative professionals across agencies in over 40 countries, united by its Disruption philosophy and a shared ambition to help brands create distinctive market positions.
The refreshed identity arrives at a time when brands are increasingly seeking authenticity and human connection in an age of automation and AI-generated design. By embracing handmade creativity and celebrating the beauty of imperfection, TBWA signals a move away from polished corporate aesthetics toward a more personal and emotionally resonant visual language.
With this global rebrand, TBWA and DXD demonstrate that a powerful brand identity is about far more than a logo. It is about creating a Visual Brand Soul, a distinctive design language that people instantly recognise and remember. In doing so, the agency reinforces its belief that the most impactful creative ideas are often the ones that embrace imperfection rather than avoid it.