Credit: TBWA
Creative agency TBWA has unveiled a new visual identity created by DXD, its global design discipline.
DXD builds identities and visual systems for clients including Disney+, Gatorade, Levi's, Tiffany & Co., TikTok and the Grammys.
Bruno Regalo, TBWA global chief design officer and head of DXD, said the studio's aim is to build systems people recognise before they see the logo.
"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,” Regalo said.
That's what we call a brand's Visual Brand Soul.”
TBWA global chief creative officer Chaka Sobhani said design is central to the collective's work.
"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," Sobhani said.
The identity spans agencies across the TBWA network, including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa.
Hand-crafted iconography, ink drops, spray and pen strokes feature throughout the new look, alongside serif typography and a monogram based on TBWA's backslash.
The palette adds Analog, a colour inspired by stationery paper, vintage envelopes and Leica photography, paired with a shift from posed photography to real moments in motion.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.