Agility used to be PWC
I was going to post about this for awhile now but never got around to it. Doesn’t matter though, Brand New has a write up about PWC’s rebranding into Agility. It was done by Siegel+Gale and I heard it cost them 1.5 million dollars. [Link]
Print
Email
Dec 7, 2006
Related Entries
Gulf Run this November
The Gulf Run 2007
International Veterinary Hospital
19 Comments, add your own...
1. Cajie | December 7th, 2006 at 11:03 am
“public warehousing” no longer had any relevance to the kind of work they are currently into.
Cool brand name.
2. vampire | December 7th, 2006 at 11:05 am
how did they put their hands into this name,, amazing,, with this logo and brand name it’ll be easier to spread globally
3. Toxy | December 7th, 2006 at 12:05 pm
It’s funny, just yesterday night - I was sniffing around the Kuwaiti Stock Market website and noticed that the ‘WARE’ ticker was ominously missing.
A few clicks later, and I found that PWC had changed both their name and their identity!
Hmmm…
I am in 2 minds about such a policy. The name ‘PWC’ is/was already a stalwart in the Logistic / Transportation business on a Global Scale. The company is over 25 years old and has built pretty solid and dependable reputation.
To go through such a drastic ‘re shape’ is pretty risky business, after all, we are not talking about a small Hawalli computer shop here.
PWC is/ was a giant corporation with billions of dollars worth of assets.
Would you ever see Johnson and Johnson renaming themselves to Pharma USA? Sadly, a waste of $1.5m of shareholders money if you ask me.
4. Me | December 7th, 2006 at 12:33 pm
I think the rebranding was well overdue, PWC is already a three-letter acronymn that is used by Price Waterhouse Coopers, the accounting and audit firm with a much larger brand awareness. What is more, the logistics element is somehwat missing in PWC, whereas they have included it in their re-design - Agility.
I think the use of colours is both bold and aggressive, and the dragon shaped waves denoted speed, ambition and dynamism.
Good job, shame it took so long.
5. Toxy | December 7th, 2006 at 12:52 pm
Me: if you look at most of the World’s oldest companies, their ‘business’ is nothing like what they ‘originally’ set out to accomplish.
Take 3M (Minnesota Mining Company) for example. They originally were a mining company! Now they are world famous for such things as Post It Notes, Glue, Stickers, Electrics etc etc. They produce 10’s of thousands of different items and have a multi billion dollar market cap.
PWC is catchy, easy to remember and most importantly already has a stellar GLOBAL name which spans hundreds of foregin regions.
The MOST they should have done was a spicy Logo Change. If I was their CEO, I would never have allowed it! It’s nonsensical!
6. TwaiF | December 7th, 2006 at 1:20 pm
you know whos going to change it names? MTC :> wait for it
7. ahmed | December 7th, 2006 at 1:59 pm
Outside Kuwait, the first thing people think when you say PWC is Price waterhouse coopers. You cant have two big companies with the same name, sort off.
8. Ro | December 7th, 2006 at 2:33 pm
Does anyone else think that the logo design has some resemblence to the cartoon Grendizer or am I just being silly?
9. DA | December 7th, 2006 at 2:39 pm
Agility has become the main sponsors of Q8Nomads Rugby Club too.
http://www.q8nomads.com
10. yo-ghurt | December 7th, 2006 at 4:03 pm
Well worth $1.5m, I think. The PWC logo looked really local and old fashioned. The new ‘dragon’ looks completely global. (Ahmed is right about PWC - outside Kuwait it means PriceWaterhouseCoopers). This should demonstrate to other local companies with global ambitions that you get what you pay for.
11. equalizer | December 7th, 2006 at 4:24 pm
I think for $1.5 mil they got one hell of a rip off!! The font and spacing looks like its something that you already have on Word. the dragon?! what they sell back rubs and ointments? Another dumb thing to do is to use a non trademarkable name such as Agility since its a commonly used word. There could be thousands of Agilities out there and there is absolutely nothing they can do about it. Nice GLOBAL thinking.
12. Marzouq | December 7th, 2006 at 4:34 pm
Interesting turn of events. I really have no clue what they are planning on doing over the next couple of months.
It has been said that they have lost business, but Im not sure that is the case.
13. ahmed | December 7th, 2006 at 4:37 pm
They bought a small UK company, then they used their name.
http://www.agilitylogistics.co.uk/index.php
and it became this
http://www.agilitylogistics.com
And i am pretty sure they paid more than 1.5 for the company. Capish!!! 8)
Its a beautiful logo, brand name. No more wining
14. mooodi | December 7th, 2006 at 7:09 pm
I HATE ITALICS.
Ugly as shit, and completely irrelevant.
But I like the little artwork they have.
15. moocherx | December 8th, 2006 at 12:30 pm
Good logo - worth the money. But I hope “a new leader in logistics” is just a tagline, not the branding… because a) you can’t always be new… and b) they’re not new anyway - they’re a rebranded PWC.
16. moocherx | December 8th, 2006 at 12:34 pm
“a new logistics leader” i meant to say… I was being bothered by my microwave dinging in the background.
17. Rejoy | December 9th, 2006 at 3:17 pm
Did it serve them good? NO for the time being…
Everything comes at a price..
AGLTY share performance quick look: http://www.kse.com.kw/Market/StkProfile.aspx?stk=603
a:)Total Outstanding shares: 783,304,723
b:)Value per share before name change: 2100 fils
c:)Value per share after name change: 1380 fils
Now some simple maths
a x b Total value of PWC: KD 1644,939,918.000
a x c Total value of AGLTY: KD 1080,960,517.000
A huge loss of KD 563,979,400.000 in matter of days.
Now this is a simple layman’s calculation, name change is not the only reason behind this bad show. I heard they lost contracts, they are sueing the ministry, and all.
To control the share value the management had to buy all the shares in market thus bringing back the value to 1550 fils per share.
Anyway, I liked the PWC name.
19. B | July 23rd, 2007 at 7:13 am
PWC Logistics has been under investigatioin by the US Department of Justice (DOJ) for 3-4 years. There are multiple investigations both civil and criminal. The US DOJ would not be doing this for fun. This is very serious.
Trackback this post | Subscribe to the comments via RSS Feed
Commenting Rules: Any comments that are personal attacks towards other users will be deleted. You are also not allowed to post with the name Mark or Nat since that might cause confusion. Finally, no advertising is allowed, you can't advertise your products or websites here unless its beneficial to the topic thats being discussed. One more thing: We are not responsible for readers comments!