PwC unveils new global brand identity and F1 partnership

Advisory and tax services company PwC has unveiled a refreshed global brand identity, supported by a new advertising campaign titled "So you can", as it looks to position itself as a forward-thinking partner helping clients unlock and protect value.

The updated brand includes a new visual and verbal identity designed to reflect how PwC operates today and where it is headed. Central to the positioning is the idea of helping clients build, sustain and accelerate momentum.

Visual changes include a redesigned logo featuring a "momentum mark", a new signature orange, and refreshed imagery. The new verbal identity focuses on a tone described as bold, collaborative and optimistic.

Don't miss: PwC launches digital eco-system Asia Pacific Marketplace

The campaign, developed with FutureBrand and McCann, will appear across global and national print and digital platforms, with high-impact out-of-home (OOH) placements in airports and transport hubs. It will also feature connected TV and AI-driven experiences, aimed at reaching audiences where they are most engaged.

“PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the future," said Anotonia Wade, global chief marketing officer at PwC. 

She added, "Today we are unveiling a new brand positioning, logo visual and verbal identity and advertising campaign. At the heart of it all is greater clarity about the role we play for clients. In the environment our clients operate in, they need to work with a company that will help them build, sustain and accelerate momentum. That’s where PwC comes in."

In tandem, Patrick yeo, market leader at PwC Singapore said, "PwC brings together our extensive experience and expertise to help our clients outthink, outpace and outperform their competitors. Our new brand embodies our continuous evolution as a firm that is innovative, forward-thinking and a true strategic advisor. Our commitment to ensuring meaningful experiences for our people and clients is what drives us forward every day.”

The rebrand coincides with PwC’s efforts to roll out initiatives aimed at helping clients scale AI across their enterprises. These initiatives include work on agentic AI, new technology alliances, and industry-specific transformations underpinned by proprietary data models, processes, and insights.

Further underscoring its evolution, PwC announced a partnership with Formula 1 (F1) as the sport's official consulting partner. The sponsorship, revealed earlier this week, reflects PwC’s commitment to helping high-performance organisations move faster and smarter, making it a natural fit. Through a multi-year agreement, PwC will provide strategic consulting across key areas of F1’s global operations, focusing on operational excellence and resilience.

“As two brands founded upon the need to solve complex problems at the highest level, partnering with PwC is a natural fit for Formula 1,” said Emily Prazer, chief commercial officer at F1.

She added, “Their consultancy expertise will support our complex and evolving business as we look to innovate and continue our global growth, and our global platform will enable them to bring their business to our millions of fans, both at events and watching at home.”

Related articles: 
BreadTalk picks brand refresh partner amid 25th anniversary push     
The Peak tweaks logo in subtle aesthetic refresh      
BBDO refreshes identity with new global vision 'Do big things'