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Global

TBWA Launches New Global Visual Identity with Craftsmanship

Brand: TBWA

Campaign: Global Visual Identity Launch

Source: https://www.resume.se/kommunikation/varumarke/natverket-byter-utseende-vill-lyfta-det-manskliga-i-ai-eran/

Goal: To present a new adaptable visual identity emphasizing human craftsmanship amidst increasing AI integration.

Summary: TBWA has launched a new global visual identity designed to adapt to various local markets. The updated identity features handmade expressions, new typography, and a broader color palette, intending to highlight human-centric creativity in an era of growing AI integration within the creative industry. The redesign includes a return to serif typography and emphasizes a more spontaneous visual language, moving away from overly staged portraits to a more authentic and lively imagery. The new identity allows regional offices to customize elements for local markets, bridging TBWA's historical ethos with modern design elements.