PwC unveils new brand positioning that better reflects how the network mobilises experience and technology to support clients

PwC has today unveiled a new brand positioning, visual and verbal identity. PwC’s new brand positioning and identity better reflect how it works today to support clients to unlock and protect value and 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 ‘ark’, 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, which was 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.

Antonia Wade, Global Chief Marketing Officer at PwC, said, “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. 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.”

David Valenzia, Territory Senior Partner at PwC Malta went on to say how locally “we have the people, skill and experience to support our clients in making the most of the opportunities in a rapidly changing environment. Our brand will position these capabilities in a manner where both our clients and our people can develop a deeper insight as to how the firm can help them achieve the momentum that is necessary in today’s world.”

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.

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About PwC At PwC, we help clients build trust and reinvent so they can turn complexity into competitive advantage. We’re a tech-forward, people-empowered network with more than 370,000 people in 149 countries. Across audit and assurance, tax and legal, deals and consulting we help build, accelerate and sustain momentum. Find out more at www.pwc.com/mt.

© 2025 PricewaterhouseCoopers. All rights reserved. ‘PwC’ refers to the Malta member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details.

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