PricewaterhouseCoopers is to be officially branded ‘pwc’ as part of a multi-million dollar brand makeover launched today.
The new logo incorporates the letters ‘pwc’ in lower-case and a six rectangle symbol in shades of yellow, orange and red. The design is meant to represent PwC’s connection with clients, employees and the various other relationships that define the firm.
PwC websites around the world will adopt the new identity on 20 September 2010 .
Brand consultants Wolff Olins designed the logo in collaboration with PwC employees and clients. The whole process, from initial research to logo launch, took two years at a cost of a few million dollars.
The aim of the new moniker is to make it easier for the network to position its brand in non-English speaking emerging markets where the existing 22-letter name does not translate easily to languages such as Chinese.
“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,” PwC International chairman Dennis Nally said.
“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 ‘PricewaterhouseCoopers’ brand was introduced as a result of a merger in 1998 between the firms Price Waterhouse and Coopers and Lybrand. It will still remain the name of the global organisation and will be used by firms to sign off audits.
Among the Big Four accounting firms, KPMG and E&Y already use abbreviated logos.
PricewaterhouseCoopers was the largest global accounting network in 2009 with global revenue of $26.2 billion in the year to 30 June 2009.