The Disruption Company® has a new visual identity created by DXD®, its global design discipline. The identity will be used across the TBWA Collective and is intended to provide a unified visual system for the network’s agencies and communications.
The identity was developed by DXD®, led by Bruno Regalo, Global Chief Design Officer, TBWA\Worldwide and Head of DXD®. The studio develops brand identities, experiences and visual systems for clients including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok and The Grammys.
The updated identity reflects the TBWA Collective, which includes agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa. The network operates under Omnicom and is united by its Disruption® methodology. “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™,” says Regalo.
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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.”
The new identity incorporates hand-crafted graphic elements, including iconography, brushwork and handwritten details, alongside a refined visual system intended for use across the global network.
It also reintroduces serif typography and includes a new monogram based on TBWA’s backslash. The color palette has been expanded to include “Analog,” a neutral tone inspired by paper and analog photography, and the photography style has been updated to emphasize candid imagery.
The system has been designed to accommodate local adaptation while maintaining a consistent global identity. Approximately 20% of the system is intended for local customization, including market-specific backslashes and passport-inspired city stamps.
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The identity, note the designers, also references the pirate motif that has long been associated with TBWA through hand-crafted iconography inspired by Steve Jobs’ observation: “Why join the navy when you can be a pirate?”, reflecting the network’s association with challenging convention.
