pwc rebrand
- Started
- Last post
- 34 Responses
- 74LEO0
I wish I could have bbeen there for every second of the development of that weird shape with all the overfapping rectumangles.
- fadein110
I really like it when applied and in motion - super-fresh for often stale accountancy profession in times when very few trust these types anyway - good work!
Thanks for all the feedback.
- Amicus0
I can't help think that the logo is really just the logotype and the small red rectangle.
I love the rebrand, but saying the logo is all those rectangles filling the page/screen is just a PR stunt brilliantly carried off.
That being said, I hope pwc does wildly well and manages to help bring the value of design to the attention of more upper management and executives who are holding the purse strings too tight.
- monospaced0
I have to say, it's a great system to work with. The environmental applications are very interesting, the activated logos are versatile, and we're working on how to push the boundaries of these new guidelines moving forward.
- And, after a long process, we hired another US Designer to our team.monospaced
- VikingKingEleven0
the animated version is nice.
http://www.fastcodesign.com/1662…
- kingkong0
PWC's Mighty Morphin' Logo Adapts to Web, Print, and Beyond [Video]
You must login or signup to comment
The new logo is designed to be scalable to a variety of media -- and transform into a full-on graphic campaign.
There's a glaring problem facing any brand in the day and age of online annual reports, websites, and smartphones: Logos are usually designed to sit static and prim on a page. But media is constantly moving and shifting -- and a person seeing your logo might do so on four different types of media in one day. Hard to make much of an impression on anyone in that kind of environment.But the London office of Wolff Olins recently unveiled an ingenious solution to that dilemma, in a mark for PWC, the accounting firm formerly known as PriceWaterhouseCoopers. The new logo isn't static. Rather, it morphs in endless varieties. (Akin to this logo by Pentagram, which we recently covered.)
Thus, it's able to serve as the background of a website, an animation on TV, or as the visual tie running through an entire ream of printed brochures, letterhead, and collateral. "From the start, we didn't want a simple logotype that just sat in a corner," says Chris Moody, the creative lead on the three-year project. "Our solution is more of utility that can adapt. It can be toned up or down. It can deliver lots of different types of content to lots of different types of people."
The crucial, clever stroke is the logo's scaling panes of color, which can grow to encompass an entire web page, or shrink to fit on a business card. The red color scheme was chosen in particular to stand for warmth, in a field of accounting logos which are almost always cold and blue. And for the typeface, Wolf Olins again parted ways with competitors. Rather than a sans-serif -- which has become standard for any company wanting to look "modern" -- they went with a friendly, warm serif. "It's an editorial typeface, meant to be read, and it represents a conversational way of speaking," says Moody.
Naturally, that's meant as a metaphor for how PWC sees itself: Friendly, open, and personal, with myriad touchpoints. "This allows a much stronger presence in the digital world," says Moody. "Because today the relationships a company builds often happen first through a screen."
[Examples for print]
[Examples online]
- haha, so basically any 21st century corporation can use this logo.randommail
- OSFA0
I honestly like it. And the applications and material that support it are very nice. There.... I said it!
- randommail0
Most people don't know what PWC is or what they do.
So I think it's okay that the new logo is obtuse as well.
- bjladams0
i used to take the ferry in at alk harbour a lot, the pwc building was in view for 30 min but couldn't make out that old logo till you were nearly docked...
- kingkong0
Brilliant