PricewaterhouseCoopers, the most recognisable brand among the Big Four global professional services organisations, has refreshed its branding in order to strengthen, and modernise how it represents its worldwide network to its clients, its people and the communities in which it operates. The new branding includes a simplified logo consisting of the initials "pwc" in lower-case type. In practice, the initials "PwC" have been used interchangeably with "PricewaterhouseCoopers" both within and outside the organisation since its formation in 1998. This formal shortening of the brand name will provide consistency and ease of use for PwC firms around the world. The new logo was developed after consultation with PwC's clients, partners and employees and is designed to be easier to use and better suited to digital and online use. "We think our new brand expression visually distinguishes PwC in the same way that the quality and expertise of our people differentiates the experience of working with PwC," said Dennis Nally, chairman, PwC International. "Underlying the visual elements is what the PwC brand really stands for -- how we are viewed by our clients, our people and our stakeholders. Beyond our capabilities and experience, we want PwC to be known for building great relationships with clients that help them create the value they’re looking for." The emphasis on a new brand reflects PwC's desire for a more unified representation across its global network. Senior partner in the Isle of Man, Ian Clague commented: “Obviously, we are a small part of the global network, but we share the vision of the network leadership team and see the new brand identity as a way to make it easier for people to appreciate who we are and enhance our visibility in the local market.” PwC firms provide industry-focused assurance, tax and advisory services to enhance value for their clients. More than 163,000 people in 151 countries in firms across the PwC network share their thinking, experience and solutions to develop fresh perspectives and practical advice. See pwc.com/im for more information. 2010 PricewaterhouseCoopers. All rights reserved. Ends