David Jetuah, Accountancy Age, Thursday 16 September 2010 at 15:41:00

PricewaterhouseCoopers abbreviates its name to PwC and logo officially goeslive on its global websites as "pwc" from Monday 20 September

PricewaterhouseCoopers, the world's biggest accountancy practice isrebranding to officially become "PwC".

The new branding goes live on Monday 20 September on PwC?s websites aroundthe world and includes a simplified logo consisting of the initials "pwc" inlower-case type.

However, "PricewaterhouseCoopers" remains the full name of the globalorganisation for legal purposes and will be the name used by PwC firms to signcompany audits.

The logo was developed by brand consultants Wolff Olins, with the input ofPwC's clients, partners and employees and is designed to be easier to use andbetter suited to digital and online use.

In practice, the initials "PwC" have been used interchangeably with "PricewaterhouseCoopers" both within and outside PwC since its formation in 1998.
</br>Ian Powell, PwC UK chairman and senior partner, said:

"We believe that moving to the 'PwC' name brings us into line with how ourclients and our people already refer to us.

"We see advantages in making this visual change as it also helps us focus onhow we communicate our values and services in a more consistent and coherentway, particularly online."

Dennis Nally, PwC International chairman said: "We think our new brandexpression visually distinguishes PwC in the same way that the quality andexpertise of our people differentiates the experience of working with PwC."

"Underlying the visual elements is what the PwC brand really stands for - howwe are viewed by our clients, our people and our stakeholders.

"Beyond our capabilities and experience, we want PwC to be known for buildinggreat relationships with clients that help them create the value they?re lookingfor."

Further reading:

ACCAspends 85,000 on new logo