It is a truth universally acknowledged that an advertising agency in possession of a good reputation must eventually be in want of a new logo.
TBWA, the Omnicom-owned global agency network whose credits include long-running work for Apple and Nissan, has unveiled a refreshed visual identity, the company said this week. The new look, according to the agency, is meant to emphasize what it calls "the human touch" — a phrase that has become something of a mantra across the industry as agencies seek to distinguish their offerings from the encroaching capabilities of artificial intelligence.
(Whether a new typeface and color palette can adequately convey humanity remains, as they say, to be seen.)
The identity refresh comes as holding company networks continue to consolidate, restructure and rebrand their various units in an effort to present cleaner stories to clients who have grown weary of navigating labyrinthine org charts. TBWA, which has been part of the Omnicom empire since 1993, operates under the creative positioning of "Disruption," a strategic framework it has championed for more than two decades.
The visual update is the sort of internal project that agencies periodically undertake, often during moments of transition or when new leadership wishes to signal a fresh chapter. It is also the sort of project that agencies bill handsomely for when undertaken on behalf of clients.
Details regarding the specific design elements of the new identity — the precise shade of the colors, the kerning of the letters, the meaning embedded in the negative space — were not immediately available from the source material.
One imagines the agency's own creative teams handled the assignment, though whether they charged themselves full rate was not disclosed.
Original story published in adage.com: "TBWA refreshes global visual identity, emphasizing the human touch - Ad Age"