The Disruption Company is making the meaning behind its name clear in its new visual identity created by DXD, its global design discipline. The identity announces a new determination for the TBWA Collective, “independent in spirit, united by Disruption and backed by Omnicom, built to challenge convention at every scale,” the commented noted in its release.

Hand-crafted iconography, expressive brushwork and intentionally imperfect finishes celebrate the evidence of the human hand. Inspired by art as a reference to Disruption, ink drops, spray, pen strokes and handwritten words stand in contrast to elegant order.

Serif typography returns alongside a new monogram, crafted by hand and refined digitally through the angles of TBWA’s signature backslash, a timeless reference to the Collective’s rigour, sophistication and craft.

20% of the system is left open, giving every market the freedom to bring its own local flavour. Unique backslashes and passport-inspired city stamps celebrate the history and diversity of the Collective while strengthening one shared visual language.

As a tribute to one of TBWA’s most enduring references, DXD honours the pirate universe through hand-crafted iconography inspired by Steve Jobs’ famous line, “Why join the navy when you can be a pirate?”. It’s a reminder that a healthy disrespect for convention has always been part of the Collective’s DNA.

TBWA’s new identity underlines a stronger collective – bringing together some of the world’s most creatively diverse agencies including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA, Africa and more. Independent in spirit, united by Disruption® and backed by Omnicom, TBWA is built to challenge convention at every scale.

As brands become more fragmented and complex, DXD believes design has become one of the most strategic forces in brand building, connecting ideas, experiences and culture through a single visual language. Led by Bruno Regalo, global chief design officer, TBWA\Worldwide and Head of DXD, the design studio builds identities, experiences and visual systems for clients including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok and The Grammys.

“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 stated.

Chaka Sobhani, global chief creative officer, TBWA\Worldwide, added, “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.”