One of the ‘big four’ accountants has announced a major new rebrand – by changing its name to lower-case type.
PricewaterhouseCoopers was previously abbreviated to PwC but the company – which employs more than a thousand people in the region and has its local headquarters in Cornwall Street – has now amended it to pwc.
The firm said the formal shortening of the brand name will provide consistency and ease of use around the world.
PricewaterhouseCoopers remains the full name of the global organisation for legal purposes, and will be the name used to sign company audits.
Mark Smith, regional chairman at PwC in the Midlands, said: “We believe that moving to the ‘pwc’ name brings us into line with how our clients and our people already refer to us.
“We see advantages in making this visual change as it also helps us focus on how we communicate our values and services in a more consistent and coherent way, particularly online.”
The firm follows in the footsteps of giants like British Petroleum, which became BP, and American Telephone and Telegraph Corporation, which now calls itself AT&T.