chapter  4
Changing an Existing Visual Identity
Pages 19

In June 2002, amid increased government oversight of the relationship between accounting firms’ audit practices and their consulting arms, parent company PricewaterhouseCoopers announced that it was spinning off and renaming its consulting practice, PWC Consulting. On a Sunday, the new name was announced: Monday. According to press reports, PWC Consulting planned to spend $110 million-1.5 percent of the new firm’s annual revenues-over the course of a year to promote and establish the new brand (Blakely 2002).