TBWA makes its mark with a handmade new identity

With the help of its global design discipline DXD led by Global Chief Design Officer Bruno Regalo, TBWA – The Disruption Company, has launched this bold new visual identity. 

The branding leans heavily into evidence of making by human hands, with expressive mark-making, ink drops, spray and pen strokes. The iconic TBWA yellow is also joined by ‘Analog’; a new colour inspired by stationery paper, vintage envelopes and Leica photography.  

Inspired by the Collective’s ‘pirate spirit’ and healthy disrespect for convention, the rebrand sees the return of traditional serif typography alongside a new monogram, crafted by hand and refined digitally through the angles of TBWA's iconic backslash.  

“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." Bruno Regalo, Chief Design Officer, TBWA\Worldwide and Head of DXD said.  

Chaka Sobhani, Global Chief Creative Officer, TBWA\Worldwide adds “Design is an integral part of our creative Collective and we’re incredibly lucky to have DXD baked into the heart of what we do. This new visual identity is an embodiment of what they do so brilliantly – building brand worlds that have a rich visual language, are beautifully crafted, beautifully flexible (with just enough respect for the rules) and most importantly, provide meaning.”