Professional services giant PwC has launched its first global brand refresh in over a decade, signalling a transformative shift in how the firm presents itself to clients and the wider public. The updated brand will begin rolling out across marketing, sponsorships, and client-facing platforms in the coming weeks.
A centerpiece of this relaunch is PwC’s new role as the official consulting partner of Formula 1, debuting at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, set to take place May 2–4. As part of a multi-year partnership, PwC will offer strategic consulting support across various aspects of Formula 1’s worldwide operations.
“This marks a bold step forward. In a fast-changing world, we’re focused on staying ahead—bringing sharp thinking, expert insight, and a clear vision for the future to help our clients lead,” Paul Griggs, US Senior Partner, PwC, said.
The refreshed brand identity is more than just a visual overhaul. According to Kristin McHugh, PwC US Chief Marketing and Communications Officer, the update reflects the firm’s evolution and the caliber of work it already delivers. “We’ve modernised our look to better match our strengths. Our people, our capabilities, and our unwavering focus on clients are at the heart of this transformation.”
In line with its renewed focus on innovation, PwC is also advancing in the field of artificial intelligence. Among its recent developments is agent OS, a patent-pending platform that enables the development and coordination of Agentic AI systems. The firm’s AI ecosystem is bolstered by collaborations with major tech players, including AWS, Microsoft, and Google Cloud, delivering enterprise-grade solutions with a business-driven approach.
PwC’s rebranding initiative underscores a growing trend among major professional services firms to redefine their image and capabilities in the digital era, positioning themselves as not only advisors but also enablers of transformation.