TBWA has introduced a refreshed global visual identity as the creative network moves to strengthen its distinctive design language across markets and agencies.

The new identity was developed by DXD, TBWA’s global design discipline, which has worked on visual identities and systems for major brands including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok and the Grammys.

According to Bruno Regalo, Global Chief Design Officer at TBWA and Head of DXD, the redesign focuses on creating a recognisable visual system rather than relying solely on the agency’s logo. Regalo said the objective is to develop a visual language capable of making the brand immediately identifiable, even without the logo.

He described this approach as the agency’s “Visual Brand Soul,” reflecting the emphasis on distinctive design elements that can consistently communicate the TBWA identity across different platforms.

Meanwhile, TBWA Global Chief Creative Officer Chaka Sobhani said design remains central to the network’s creative approach. Sobhani explained that the refreshed identity seeks to create a visual world that combines strong craftsmanship, flexibility and meaning, while maintaining enough structure to preserve consistency across the network.

The new system will extend across several agencies within the TBWA network, including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and its African operations.

As part of the refresh, TBWA has introduced a range of handcrafted visual elements designed to give the identity a more expressive and human character.

These include custom iconography, ink drops, spray effects and pen strokes, which are combined with serif typography and a monogram derived from the network’s signature backslash.

The redesign also introduces a new colour known as “Analog”, inspired by stationery paper, vintage envelopes and the visual character associated with Leica photography.

In addition, TBWA is changing the way it presents photography within the identity system.

Rather than relying heavily on carefully posed images, the new direction favours more spontaneous moments captured in motion, giving the brand a more natural and contemporary visual expression.

The agency said the refreshed identity is intended to provide greater flexibility while maintaining a recognisable connection across TBWA’s global network.

With the rollout, the creative group is positioning design not simply as an aesthetic layer, but as a central tool for expressing its personality, creative culture and global brand consistency.