Disbelief at PricewaterhouseCoopers identity

In general, I’m not given to questioning solutions created by other design companies. However, the new identity for PricewaterhouseCoopers, unveiled in Design Week (DW 5 June), has persuaded me to break with tradition.

I was given a sneak preview of the identity, while attending a meeting at Pricewaterhouse-Coopers, early last week. I was not so much asked for an opinion as to share in the incredulity being expressed within this particular department (by people well versed in the purchase of design).

Much as I would have liked to defend my industry, I couldn’t wipe the disbelief off my face when the computer screen made its revelation. This “tipsy” identity lacks any sense of authority, market-leadership, or cohesion.

I look forward to hearing the rationale…

Jan Hildebrand

Hildebrand Design

London W1

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