Big Four firm PricewaterhouseCoopers unveiled a global branding initiative, truncating its name to the firm’s acronym of pwc (all lower case).

The shortened name and new logo went live September 20.

The new logo and brand positioning was developed by PwC’s Global Brand Team, its Network Leadership and international brands consultancy Wolff Olins.

For legal reasons the full name of the global firm will remain PricewaterhouseCoopers and will also be used to sign company audits.

Since the merger between Price Waterhouse and Coopers and Lybrand in 1998, the combined name of PricewaterhouseCoopers and the acronym PwC had been used interchangeably.

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