PricewaterhouseCoopers logo's restyling

The official announcement that PricewaterhouseCoopers would be changing its name to PwC, keeping the mouthful of a name as the full name of the global organization for legal purposes. PwC also introduced a new identity created by the London office of Wolff Olins. For a firm of this size, of this influence, and the kind of clients and work it does for them, anything that’s beyond the scope of a wordmark is an extremely bold move. This icon is as bold and innovative as it gets in this very exclusive category.

The great thing about this work is that the logo is merely the beginning. It provides the framework for the rest of the identity, which is absolutely stunning. It has amazing flexibility while establishing resolute consistency. Again, you have to remember what kind of firm this is for, it’s not some small start-up that can run with something like this. This is fresh and agile. This is the most encouraging sign in all of 2010 that interesting, daring work can be done along with corporate clients.