Update: Days after announcing a new logo and ad campaign, PwC US laid off 1,500 people. Such a good look!
Hey would you look at that, we predicted PwC was cooking up a big rebranding last year and here we are.
PwC announced yesterday the firm is “entering a bold new chapter” with a revamped logo that looks very similar to the last one, just less colorful. A fitting choice in our rapidly enshittifying world.
PwC’s new look reflects a firm at the forefront of business, technology and industry change
PwC is accelerating into its next chapter—helping clients reach the leading edge of their industries by combining deep expertise with powerful technology-driven and innovative solutions. From shaping agentic AI ecosystems to unlocking new value, the firm is turning complexity into competitive advantage at scale. This momentum extends across all three lines of service—Advisory, Assurance, and Tax—where PwC continues to raise the bar on quality.
Now, that momentum is coming to life through a refreshed visual identity—PwC’s first global brand update in over a decade. The new look reflects how the firm already works: fast, sharp and focused on what’s next. It will appear across advertising, sponsorships and client experiences in the coming weeks. As part of this evolution, PwC will debut as the official consulting partner of Formula 1 this week—connecting the firm’s innovation and speed with one of the fastest-growing sports in the world.
So they leaned all the way into the Formula 1 thing for their global brand identity. That’s a choice.
“We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next,” said US Senior Partner Paul Griggs in a press release. “In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”
He said DRIVE, get it? Because Formula 1? Ugh.
“This brand evolution reflects the PwC our clients already experience,” said Kristin McHugh, PwC US Chief Marketing & Communications Officer. Boring?
There’s more from another press release:
PwC’s new brand positioning and identity better reflect how it works today to support clients in unlocking and protecting value. It also ensures that PwC’s identity provides the right platform for the future. At the heart of the new positioning is a clear purpose: helping clients build, sustain and accelerate momentum.
Changes to the visual identity include an updated logo with a new “momentum mark,” a bold signature color of orange and refreshed imagery. Alongside the visual refresh is a new verbal identity, defined by a tone of voice that is bold, collaborative and optimistic.
So far we’re not impressed. Neither is r/PwC and it’s pretty obvious why, the first graphics out of the gate are awful:
On the bright side, at least they aren’t using Alegria art.
Along with the pared down logo, PwC is launching a “So You Can” advertising campaign, both developed by FutureBrand and McCann. The campaign includes “high-impact placements in national print and digital channels and high-profile media partnerships” and “innovative digital activations, including connected TV and AI-driven experiences.” Great, so we’re going to get PwC ads on YouTube.
Sounds like an excellent use of the firm’s limited funds when business is in the shitter.
Related:
It’s slightly better. I agree it’s gonna herald them into better success for clients, stakeholders and the country as a whole. Might save them some money with less colors to print. Well done, bravo.