PwC logoPricewaterhouseCoopers 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.

Non-English audience

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.