Time for change

Every time our clients face new opportunities and challenges - regulatory, geopolitical, technological – they trust PwC to build new capabilities and expertise to help them. Take AI. In the last few months, we have broadened our array of alliances, our people have access to ChatPwC (our proprietary GenAI tool) and we are rolling out an agentic AI platform to orchestrate multi-agent business processes. 

We’re proud of the way PwC is constantly evolving to support our clients and our people. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the future.  

So, we are excited to unveil a major revitalisation of our brand, including our brand positioning, logo, visual and verbal identity. At the heart of it all is greater clarity about the role PwC plays for clients and our people: helping them build, sustain and accelerate momentum. Our brand identity refresh introduces a new brand system so that wherever a client is in the world they will have a consistent and relevant PwC experience.

All the elements that make up our visual identity—logo, colour, photography - have evolved to position our capabilities as relevant for our clients and our people. We’ve heard from clients that it’s not just what we do, it’s how we do it that makes the experience of working with PwC distinct, so our new brand identity goes beyond visual elements: it shapes the tone of our communications so we can express our personality—bold, collaborative and optimistic.  

We are building on the strong foundation of our existing identity, retaining the things that work well for us - our word mark, the colour orange – while modernising it for today’s market.  This signifies a bold investment into PwC’s future growth as a leading brand in professional services.

These changes will roll out across our network gradually so our teams can make them work well in their local markets. Most brand elements and materials for the new system will be in place by the end of next fiscal year.  

Over the coming weeks, we’re also launching a new advertising campaign which has at its heart the client outcomes that we help deliver.  Alongside this, we will reveal a new recruitment campaign, to be an employer of choice for top talent around the world.

We have put technology at the centre of how we operationalise our new system, using AI tools for content creation and activation as well as in market monitoring and brand protection. Moving forward, we will put the creative platforms of our largest alliance partners to use in empowering our 370,000+ people to bring the PwC brand to life more consistently and with more impact. 

We remain steadfast to our purpose: to build trust in society and solve important problems, but our brand identity will continue to evolve to make sure we communicate in a way that’s relevant to our clients and distinct from our competitors. 

At the same time, we are unveiling a research programme that reveals how industries are converging and identifies the new opportunities emerging for organisations that want to lead into the future. By understanding the way value is in motion across the economy, companies can create new pools of value for themselves and their stakeholders.  

One of the most exciting things about PwC is the way we are always evolving and innovating to not only respond to the market but to lead it. Our new brand and campaign will reposition our capabilities to help our clients face the challenges of today and build the momentum they need to thrive tomorrow. This is our time and I couldn’t be more excited by the future.