PW and Coopers unveil joint image

Price Waterhouse and Coopers & Lybrand have unveiled the name and logo that will be used when the merged firm goes live on 1 July.

After the merger was given the go-ahead by the European Commission on 20 May the two firms chose to preserve their individual brand equity in the new name and opted for a custom-designed logo: PricewaterhouseCoopers, and monogram: PwC to signal a change in the image and structure of the new firm.

The two firms have spent the last nine months integrating their approach to client services and methodologies and planning the roll-out of the new organisation.

“The new company will be very different from the two old firms and the logo is an integral part of the new corporate identity,” said Geoff Dodds, worldwide marketing director for Price Waterhouse. “People believe that you can’t create differentiation out of a logo, but we have developed one that is very different to that of regular services firms to signal this to the market.”

Stephen Lawrence, managing director of Arthur D Little in the UK, said: “Certain clients will feel uncomfortable dealing with a firm of that size and may not want to give all their consultancy work to one firm so there are opportunities for ADL in performance management and operations management.”

Price Waterhouse and Coopers & Lybrand have chosen the broad-based consultancy approach, which requires investment in marketing; sharing risk with clients; packaging their methodologies as new products; and IT in order to draw the best knowledge from its people and case work.

“You need size to be able to make those investments,” said Lawrence.

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