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Pricewaterhouse Coopers, an international assurance, tax and advisory provider, will formally announce its bright new identity on Monday, September 20. The result, he adds, is that the company will now focus on the benefits pwc offers consumers. 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.
The new branding was created by pwc’s global brand team, its network leadership team and brand consultancy Wolff Olins. At SMX West last month, I participated in a panel discussion on Google’s new ad formats. The clearest picture I have of what PricewaterhouseCoopers does is of two dudes in tuxedos holding a briefcase with the envelopes that announce the winners at the Oscars. I have always found the old logo hard to believe; that a multibillion-dollar firm would use such a quirky, unfocused wordmark as its logo. All videos of the Brand Nieuwe Conference in Amsterdam on June 20 a€“ 21 are now available for purchase as individual files to download as well as the complete set.

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work.
UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Underlying the visual elements is what the PwC brand really stands for – how we are viewed by our clients, our people and our stakeholders.
It was endearing in the way that you look at a possum and think “Aw, what an ugly poor little booger you are.
It’s possible to design a contemporary-looking logo without resorting to rounded sans. At first I thought it was a digitized flower that a C-level executive would wear on his suit pocket to soften his look or appear as he cares about some cause. I have always been a fan of hard-angled serifs and this one really struts those chiseled looks.
Again, you have to remember what kind of firm this is for, it’s not some small start-up that can run with something like this. Officially, they \"provide industry-focused assurance, tax and advisory services to enhance value for their clients.\" Yesterday was the official announcement that PricewaterhouseCoopers would be changing its name to PwC, keeping the mouthful of a name as the full name of the global organization for legal purposes.

But then there is the underscore, a cue that something came before it or that something else is about to happen. This is the most encouraging sign in all of 2010 that interesting, daring work can be done along with corporate clients.
The reality is that the icon is just a series of boxes that stretch and genuflect to, I think, represent the various facets of what PwC has to offer.
Still, I’m unclear what it is, but if this were 1971 I would also be unclear what the Nike swoosh was. For a firm of this size, of this influence, and the kind of clients and work it does for them, anything that’s beyond the scope of a wordmark is an extremely bold move.

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