PwC Old vs. New Logo: A Practical Redesign Evaluation
How the PwC logo changed from the full PricewaterhouseCoopers wordmark to the short lowercase pwc mark, which version a comparison usually means, and what to check before using either file.
Contents
The short answer
When people compare the old and new PwC logos, they usually mean two marks. The older one spells out the firm's full name, PricewaterhouseCoopers, as a single wordmark. A wordmark is a logo made only of styled lettering. The newer one shortens the name to a lowercase "pwc" and places a cluster of overlapping, semi-transparent shapes in warm colours above or beside it. The redesign moves from a long, formal name to a short, compact mark with a separate graphic element.
No source documents came with this brief. The descriptions below rely on how the two marks are commonly reproduced. Exact launch dates, the agency involved and PwC's stated reasons for the change are not confirmed here, so check them against PwC's own brand or press material before you cite them.
Which logos are being compared
- Old logo: the full-name PricewaterhouseCoopers wordmark, written as one word with capital P and C marking where the two founding names meet. It has no separate symbol.
- New logo: the lowercase pwc wordmark, paired with a mosaic of overlapping translucent blocks in orange, red, pink and similar warm tones.
There is a scope gap you should know about. If PwC has refreshed its identity again since the mosaic version, "new" could mean a later mark. The supplied material does not confirm whether such an update exists or what it looks like. Before you publish a comparison, check which version PwC currently uses.
Observable design differences
| Feature | Old full-name wordmark | Newer pwc mark |
| Name shown | PricewaterhouseCoopers in full | Abbreviated to pwc |
| Letter case | Mixed case with internal capitals | All lowercase |
| Structure | Lettering only | Lettering plus a separate graphic element |
| Colour | Mostly a single dark colour, as commonly reproduced | Several warm colours in the graphic, usually a dark wordmark |
| Transparency effects | None | Overlapping shapes where colours mix |
| Horizontal footprint | Long and narrow | Compact |
What the changes mean in practice
The points below are editorial interpretation, not claims made by PwC. A three-letter mark stays readable at small sizes, such as app icons, social avatars and favicons, where a 22-character name would shrink to illegibility. Lowercase letters tend to look less formal than a mixed-case corporate name, which suits a firm that markets services beyond traditional accounting. The coloured mosaic gives the brand a recognisable visual cue that works even without the letters. The trade-off is more complexity: overlapping translucent shapes are harder to reproduce in single-colour printing, embroidery or engraving than a plain wordmark.
If you are working with vector files
Don't assume a file is a true vector because it ends in .svg, .eps or .ai. These formats can contain an embedded bitmap. Open the file in a vector editor and check that the letterforms and shapes are editable paths with clean anchor points. Pay close attention to the mosaic. Its colour blending may rely on transparency or blend modes that some formats or print workflows flatten or render differently.
Being able to download a PwC logo does not mean you may use it. Both versions are tied to a registered brand. For anything beyond fair editorial reference, follow PwC's official brand guidelines or get permission. Use the old logo only for clearly historical context.