PwC’s first brand refresh in 14 years comes not with a bang, but with a calculated push—a shift built around the concept of “momentum.” Rather than reinventing its image wholesale, the firm leans into subtle evolution: a slightly sleeker logo, a campaign-friendly slogan (“So You Can”), and a repositioning of itself not as a service provider, but as a catalyst for change. The ambition? To match the pace of transformation its clients face—geopolitics, AI, climate—without losing the recognizability or gravitas of its legacy brand.
The rollout is polished, global, and clearly aimed at making PwC feel like less of an institution and more of a partner in progress. Yet in an era crowded with “purpose-driven” messaging, this rebrand’s true test will be whether “momentum” becomes more than just a metaphor.
Key Points:
- PwC’s new brand platform positions it as a “catalyst for momentum,” addressing shifts in tech, geopolitics, and climate.
- The rebrand introduces a simplified logo with a “momentum mark,” optimized for digital use while retaining PwC’s black and orange color scheme.
- “So You Can,” the new global campaign tagline, aims for Nike-like universality and relevance.
When legacy firms rebrand, the goal isn’t reinvention—it’s recalibration. PwC shows that even incremental design changes, when paired with a sharp strategic narrative, can reposition a brand for a faster, more fragmented world.
