E&Y Appreciates the Little People

Okay people. By now some of you might be sick of hearing about PwC’s new logo that incorporates the beauty of autumn and your first Atari (look it up, young people). However, based on what we’re seeing in the traffic patterns, many are not, so we’ll truck on with Extreme Makeover: PwC Edition.

As we mentioned earlier this week, at least one person felt compelled to share their feelings on the switcheroo with PwC’s U.S. Chairman Bob Moritz. Whether that particular employee got their questions/concerns addressed is currently unknown, however Bob did address many popular questions in an email to the rank and file.

In his email, Roberto said that he’s perfectly okay with the feedback, even the negative stuff. But he implores that you don’t get hung up on the colors or building blocks because, well, it really has no bearing on anything and it’s silly to get caught up on something like appearances.

By now you’ve likely checked out the new PwC brand. Not surprisingly, I’ve gotten strong feedback from around the firm. Many love it. Some don’t. Few are neutral. With a firm of 30,000 smart people, there are going to be lots of opinions…and that’s okay. I ask that you don’t get caught up in the colors and logo; these changes to our visual identity are simply what we think reflects the evolution that has taken place within our firm as we continue to build a relationship-based, value-driven culture. The most important thing is that each of us understands what we’re doing and why, and can articulate what our brand means to our clients and to one another. And, it’s in line with what we’re doing around the network to create a more consistent brand worldwide. You’re going to hear more about the changes starting October 4, so stay tuned. In the meantime, click on FAQs below to read my responses to some of the feedback I’ve received.

Brand Frequently Asked Questions:

Q: Are we changing our name, and when do I use pwc instead of PwC?
A: First, our name is still PricewaterhouseCoopers LLP. That’s what we’ll use on formal and legal documents, and it will accompany the new brand in an appropriate manner in external materials. What we will call ourselves in day to day communications, though, is PwC. That’s really just acknowledging what people typically call us, and it’s easier for everybody than typing out our full name. In writing, we will still use PwC (uppercase “P,” lowercase “w,” and uppercase “C.”)

Just jumping in here: PwC appears to be assimilating to the idea that capitalization is irrelevant in this day and age of texts, IM so on and so forth.

Q: What is the timing of the change to the new brand?
A: Although we have kept the details under wraps to help us maximize the impact in the market, this transition has been in the planning stages for some time — and is part of our overall network strategy. The transition began gradually with the PwC network’s global website (pwc.com), which changed on September 20. On October 4, the official brand launch date, there will be a number of highly visible changes here in the US, from building signs to new stationery. Beyond that, though, we expect the transition to take time. Network firms will have the option to change at their own pace. In the US, we are moving faster because we see it as an opportunity to engage in dialogues with our clients and the market about the very real changes we are making in how we build relationships and create value. The changes to our logo, colors, look and feel are symbols of the broader changes being made to the firm and the global network.

In terms of visible changes, we will have most of our building signs replaced by the end of this calendar year. We have been working with our EAs and TAs, Document Production, and Graphic Design to tackle the thousands of printed and electronic documents that will need to be converted, looking first to those with the greatest impact on our interaction with our clients. This process will take time, and we’ll need everyone’s patience and support as we make the changes.

Q: Will we get new business cards?
Yes, all partners and staff (and that includes client service staff, IFS staff and EAs/TAs) will receive business cards, which will provide each of you with a great resource to help you connect with others, build on the relationships you have and help the firm deliver value. More to come on when and how to order business cards following our October 4 launch date.

Whether this affects the pace of greenness at PwC isn’t entirely clear.

Q: With the economy just climbing out of a recession, why are we spending money on this change now?
A: Timing was clearly a consideration. We have set ambitious goals for our network of firms–and we are counting on our brand to work harder for us as we distinguish ourselves from our competitors. There will never be a better time to begin the transition to our new brand, and by starting now, we will be well-positioned as the economy improves.

There will be some costs associated with the change. In the US, they will include the cost of building signage and consumable items such as stationery, business cards and printed materials. Overall, this spend is minimal in relation to our size and is certainly not significant to our annual operating budget. If we treat the brand re-launch as an important opportunity to engage with our clients and each other–to discuss how together we will improve relationships and create value–the money we spend on the launch will be paid back many times over.

Anything not covered above can be asked below but if you must, further comments, questions, concerns about the colors and/or geometry of the logo will not be dismissed.