PwC loses its static look

Johannesburg - Accounting firm PricewaterhouseCoopers has unveiled a new logo it hopes will give it a fresher image.

The new logo, which only uses only the letters PwC, was designed with digital use in mind. It can be used in animation, sits more easily on a website and was created with new media and a younger audience in mind.
 
It's been 12 years since Price Waterhouse and Coopers & Lybrand merged to form PricewaterhouseCoopers, and the global professional services firm has decided it was time to refresh the brand.

It is now officially called PwC, but the original name will remain for legal purposes and when signing audit opinions. The firm's research showed that people were already using the two names interchangeably, and the shorter one made more sense.

The six new colours - including variations of pink - are a departure from the predictable blue it used before.

Suresh Kana, PwC southern Africa CEO, said the new logo was part of keeping up with a changing audience. 

"The world is changing and we are now dealing with stakeholders who are more discerning, especially about value, relationships and the quality we give them."

The re-branding campaign, which has been in the making for 18 months, included keeping clients and other stakeholders up to speed with the coming changes. Employees were also included in the process as the change isn't meant to be just cosmetic.

Managing the brand promise will entail communicating in simpler language, sounding more like people and less like an institution. Kana adds that even the recruitment drive will be changed to speak to students in a way that makes sense to them.

PwC made its appearances in print, radio and online banner ads. Wolff Olins, a London-based brand consultancy, conceptualised the new look.

It joins the club that's talking less about its greatness, but rather focusing on delivering value. At the end of he day it's th,e discerning public who will tell how deep the changes go.

 - Fin24.com