TBWA has revealed a new global brand identity designed by DXD, its in-house design division, signalling a fresh chapter for one of the world’s largest creative agency networks as brands compete harder than ever for consumer attention.
The refreshed identity is more than a new logo or colour palette. It reshapes how TBWA presents itself across every market, with a design system intended to make brands instantly recognisable through their visual language long before audiences spot a logo.
The rollout has already begun, with TBWA\Hunt Lascaris and TBWA\Coastal in South Africa becoming the first agencies in the network to adopt the new look. According to Brandspur Brand News, the project was led by DXD, TBWA’s global design discipline, which has built brand identities and visual systems for international names such as Disney+, TikTok, Levi’s, Tiffany & Co., Gatorade and The Grammys.
At the heart of the redesign is what DXD describes as “Design by Disruption”, a philosophy that encourages brands to stand apart in crowded markets through distinctive visual storytelling rather than relying solely on logos or slogans.
The new identity introduces handcrafted illustrations, expressive brush strokes and textured finishes that deliberately preserve the feel of human creativity. Serif typography also makes a return, accompanied by a newly crafted monogram inspired by TBWA’s signature backslash. The agency has paired its iconic yellow with a new shade called “Analog”, while replacing polished studio imagery with photographs that capture people in natural, unscripted moments.
Recognising that creativity does not look the same everywhere, TBWA has also built flexibility into the identity. Around one-fifth of the design system has been left open for regional teams to adapt, allowing local offices to reflect their own culture while remaining connected to a single global brand.
The refreshed identity brings together the agency’s worldwide network, including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA, TBWA\Hunt Lascaris and TBWA\Coastal, under a more unified visual direction.
TBWA also retained one of the agency’s most enduring symbols, its “pirate” spirit, inspired by Steve Jobs’ famous call to challenge convention. The reference reflects the creative culture that has shaped the network for decades and continues to define how it approaches branding in an increasingly competitive global marketplace.
