The new PwC identity was built on a logo that morphs into endless different shapes, which both express, and contain striking messages about, the many kinds of value PwC helps create. PwC’s new identity was launched to applause from the firm’s most senior partners in Paris in May 2010 and to the wider world on 4 October 2010. So far, the response from employees, clients and the media has been resoundingly positive.