PwC is one of the world’s four big accountancy firms.
However, rather than be a quarter of the picture, PwC wanted to become something singular: the world’s number one professional services network. Its own research suggested it could seem distant, more concerned with internal processes than client outcomes and, as the world moved online, a little out of touch with the digital era.
PwC was already effectively transforming its culture and now asked Wolff Olins, its long-standing brand advisors, to accelerate that transformation by changing its brand.
Research by PwC showed that its clients want two things: continuing dialogue and a focus on the outcomes that matter to them. Clients are increasingly under pressure to create value that is financial but also social, environmental and more.
So Wolff Olins developed a powerfully personal brand promise to show how PwC could help deliver that value: ‘my relationship with PwC helps create the value I’m looking for’; we simplified its name to something that could be used anywhere in the world and we created a new visual and verbal identity.
This new identity was built on a logo that morphs into endless different shapes, which both express, and contain striking messages about, the many kinds of value PwC helps create.
PwC’s new identity was launched to applause from the firm’s most senior partners in May 2010, and then to a resoundingly positive response from the wider world that October.
PwC chairman Dennis Nally explained, “We think our new brand expression visually distinguishes PwC in the same way that the quality and expertise of our people differentiates the experience of working with PwC.”
Within just one year of launching PwC’s revenue increased 10%. This upward trend has continued year on year, with revenue nearly reaching £3 billion in 2014. An increase of 5% to that of 2013’s profits.