United Kingdom – PwC has launched a new global identity that reflects its commitment to driving clients to the leading edge of innovation, debuting the refreshed look as the official consulting partner of Formula 1.
PwC has introduced a refreshed brand positioning and identity—the first major update in more than ten years—to better reflect how the firm operates today and its focus on helping clients unlock and protect value. Central to the update is a clarified purpose: helping clients build, sustain, and accelerate momentum.
The new visual identity features an updated logo incorporating a “momentum mark”, a bolder use of the brand’s signature orange, and refreshed imagery. Accompanying the visual changes is a new verbal identity, marked by a tone that is bold, collaborative, and optimistic.
The rebrand will roll out across advertising, sponsorships, and client-facing materials in the coming weeks. It will be introduced through a new global campaign titled “So You Can”, developed in collaboration with FutureBrand and McCann.
Antonia Wade, PwC global chief marketing officer, said, “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the formation.”
The brand update aligns with new initiatives aimed at helping clients apply artificial intelligence (AI) more effectively at scale. These include developments in agentic AI—systems designed to make decisions and act independently—alongside technology partnerships and the use of industry-specific insights, processes, and data models to support transformation efforts.
Paul Griggs, US senior partner at PwC, said, “We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next. In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”
Kristin McHugh, PwC US chief marketing & communications officer, added, “This brand evolution reflects the PwC our clients already experience. We’ve modernised the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the centre of everything we do.”
As part of its brand evolution, PwC will debut this week as the official consulting partner of Formula 1, aligning its focus on innovation and agility with the global sport’s rapid growth.
The partnership launches at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, held from May 2 to 4, and underscores PwC’s aim to support high-performance organisations in operating more efficiently and intelligently.
Under a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global operations, with a focus on boosting operational excellence and building long-term resilience.
“Formula 1 represents the kind of high-performance environment where strategy, speed and innovation converge – and that’s where PwC thrives,” Griggs said.
“As we work alongside F1’s team, we see an incredible opportunity to support them in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape,” he added.
