PwC’s brand chief on repositioning a global business

PricewaterhouseCoopers (PwC) is repositioning to focus on the added value it can offer clients and not just on its products, services and size.

Fresh image: PwC claims its new logo is easier to use

The professional services network has just rebranded globally from PricewaterhouseCoopers to pwc.

The name change is illustrated by a new visual identity including a logo consisting of the initials “pwc” in lower case type.

Pwc global director Ian Duncan says the rebrand follows a three-year strategy review of the company’s positioning that looked at “what we mean by pwc and how do we articulate this relevancy”.

The result, he adds, is that the company will now focus on the benefits pwc offers consumers.

“Clients will now be at the centre of communications,” he says. “It will be in their language and on their terms and not ours.”

Pwc is one of the “big four” professional services networks alongside KPMG, Ernst & Young and Deloitte.

Duncan adds that brands working in this sector have been “passive” in their brand communications and have focused on their capabilities and product and service features.

Although never officially rebranded, the network has been known internally and externally as PwC since its formation in 1998.

The visual identity also includes a new colour palette and fonts for online and offline company literature. Pwc says the logo is “easier to use and better suited to digital and online use”.

The new branding was created by pwc’s global brand team, its network leadership team and brand consultancy Wolff Olins.

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