PwC unveils new brand positioning that better reflects how the network mobilises experience and technology to support clients
Johannesburg, 29 April 2025 – PwC has today unveiled a new brand positioning, visual and verbal identity. This will be brought to life through an advertising campaign called ‘So You Can’.
PwC’s new brand positioning and identity better reflects how it works today to support clients to unlock and protect value to ensure its identity provides the right platform for the future. At the heart of the new positioning is the idea that PwC helps clients to build, sustain and accelerate momentum. Changes to the visual identity include an updated logo with a new ‘momentum mark’, a new signature colour of orange and new imagery. Alongside visual changes, there is a new verbal identity with a clear tone of voice based around the new personality traits of being bold, collaborative and optimistic.
The new positioning and advertising campaign, developed with FutureBrand and McCann, can be seen from today on pwc.com and is being rolled out across the network in the coming months.
“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. “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.”
The advertising campaign will include high impact Out of Home buys including in major airports and other transport hubs, global and national print, and digital channels in key markets, as well as some high-profile media partnerships. There are also a number of innovative digital activations, including connected TV and AI-driven experiences, designed to connect with audiences where they are most engaged.
“We have the people, skills and experience to support our clients in making the most of the opportunities that come from a rapidly changing world. Our new brand and creative campaign position those capabilities so both clients and people who want to be part of our team can get a better sense of what we distinctly offer.”
The brand update coincides with PwC sharing several initiatives to support clients in unlocking the value of AI at enterprise scale and advance to the leading edge of their industry. This includes activity around agentic AI, technology alliances and leveraging deep industry insights, processes, technology & data models to deliver industry specific transformation.
