PricewaterhouseCoopers, a global influencer with an impressive pedigree chose to rebrand in order to differentiate itself from the competition. Taking the leap in 2010, PwC’s rebranding involved the full gamut including: brand name assessment, logo redesign, colour palette, brand positioning and website design.
Overall, the re-banding by Wolff Olins shows an extremely refreshing and vibrant identity that adapts nicely to dozens of different communication materials.
The new font “ITC Carter” used the initials of the company logo, shows a stark contrast from the previous logo design. Using lower-case letters in the name ‘pwc’ gives the logo a more approachable feel and is something more conversational, reflecting the collaborative nature of the business.
The warmer, brighter colours aim to distinguish pwc from competitors who are typically using blue or green. The warm colour palette reinforces a more human and distinctive look. Furthermore, the new brand is centred around being more interactive and friendly with its messaging, and the colours assist in this.
The new logo design is simplified and much easier to use than the previous one. The new logo also opens up more flexibility for graphic design. The logo lends itself well to movement and animation in advertising and online, also working well in the print world where it can easily be scaled in size.
PwC has given its people the freedom to work with a combination of colours along with the logo, providing solutions for many applications and also creating a uniform look. In the past, the lack of flexibility had led to all sorts of variations, and that was an issue.
The PwC brand heralds a relationship-building approach to client management, focused on building trust and differentiation. Overall, the refreshing and vibrant identity adapts nicely to dozens of different communication materials and distinguishes PwC in the same way that the quality and expertise of their people differentiates the experience of working with PwC.
Article by Rob Barnett
President, Brand Strategist at Straydog