Branche Finanzdienstleister
Agentur Wolff Olins

PwC Introduces New Branding Initiative


Pri­ce­wa­ter­hou­se­Co­o­pers, the most recognisa­ble brand among the Big Four glo­bal pro­fes­sio­nal ser­vices orga­ni­sa­ti­ons, has refres­hed its bran­ding in order to strengt­hen, and moder­nise how it rep­res­ents its world­wide net­work to its cli­ents, its people and the com­mu­nities in which it operates.


The new bran­ding inclu­des a sim­pli­fied logo con­sis­ting of the initi­als »pwc« in lower-case type. In prac­tice, the initi­als »PwC« have been used inter­ch­an­ge­ably with »Pri­ce­wa­ter­hou­se­Co­o­pers« both wit­hin and outs­ide the orga­ni­sa­tion since its for­ma­tion in 1998. This for­mal shor­te­n­ing of the brand name will pro­vide con­sis­tency and ease of use for PwC firms around the world. »Pri­ce­wa­ter­hou­se­Co­o­pers« remains the full name of the glo­bal orga­ni­sa­tion for legal pur­po­ses, and will be the name used by PwC firms to sign com­pany audits.


The new logo was deve­l­o­ped after con­sul­ta­tion with PwC’s cli­ents, part­ners and employees and is desi­gned to be easier to use and bet­ter sui­ted to digi­tal and online use.


The new visual iden­tity will go »live« on Mon­day, 20th Sep­tem­ber, when PwC’s web­sites around the world will be relaun­ched in the new style.


»We think our new brand expres­sion visually dis­tin­gu­is­hes PwC in the same way that the qua­lity and exper­tise of our people dif­fe­ren­tia­tes the expe­ri­ence of working with PwC,« said Den­nis Nally, chair­man, PwC Inter­na­tio­nal. »Under­ly­ing the visual ele­ments is what the PwC brand really stands for — how we are viewed by our cli­ents, our people and our sta­ke­hol­ders. Beyond our capa­bi­li­ties and expe­ri­ence, we want PwC to be known for buil­ding great rela­ti­onships with cli­ents that help them create the value they’re loo­king for.«


The empha­sis on a new brand reflects PwC’s desire for a more uni­fied rep­re­sen­ta­tion across its glo­bal net­work. »Our deci­sion to make this change now is because over the last decade PwC has con­ti­nued to grow and evolve and a con­cise con­sis­tent Brand posi­tion makes it easier for people to app­re­ciate who we are, what we do, and how we ope­rate across mar­kets,” said Moira Elms, PwC’s glo­bal lea­der of brand and communications.


Crea­tion of the new brand posi­tio­ning was the work of PwC’s Glo­bal Brand Team and its Net­work Lea­dership Team with assis­tance from the glo­bal brand con­sul­tancy Wolff Olins. PwC’s glo­bal web­site,, has been rede­si­gned to reflect the changes.