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In April 2025 PwC introduced a brand update. Its global announcement said it was keeping the PwC word mark and the colour orange, while introducing a new logo and a new visual and verbal identity. The firm said the brand would help clients build, sustain and accelerate momentum, and would be rolled out gradually across its network of more than 370,000 people.

Marketing Week reported the thinking behind it. Its headline quoted the firm describing a brand that had become confused and confusing, and the rebrand was meant to simplify it, aligning PwC with its AI and technology services and keeping it relevant for today's buyers.

Marketing-Interactive reported the specifics. The redesigned logo features what PwC calls a momentum mark, alongside a new signature orange and refreshed imagery, and the verbal identity aims for a tone described as bold, collaborative and optimistic. A campaign, So you can, developed with outside agencies, was planned for print, digital, connected TV and out-of-home sites in airports and transport hubs. Antonia Wade, PwC's global chief marketing officer, said that as technology and other megatrends transform the economy the identity had to provide the right platform for the future, and that at its heart was greater clarity about the role PwC plays for clients. The rebrand coincided with a push to help clients scale AI, including agentic AI and new technology alliances, and with a multi-year deal making PwC Formula 1's official consulting partner.

The firm's US release presented the change as an evolution rather than a break, describing it as a brand at the forefront of change.

Keeping the word mark and orange was correct. PwC's recognition depends on that lowercase name and warm colour, and big professional services brands gain little from surprise. The new logo layer is where the firm can signal movement without throwing away equity built over decades.

Marketing-Interactive reported the regional view. Patrick Yeo, market leader at PwC Singapore, said the firm helps clients outthink, outpace and outperform their competitors. The outlet also noted the campaign would run with connected TV and AI-driven experiences alongside print, digital and out-of-home. Three alliterative verbs from a regional leader show how quickly a global platform turns into talking points.

The weakness is vocabulary. Momentum is the kind of word every consultancy now uses, and the verbal identity will need sharper ideas than that to stand out. The visual refresh is tidy; the claim to distinctiveness is less convincing.