2 files with exact the same PMS color look different

I was working on a print project for my company and all files are created in Illustrator CC. Here is the confusing part, in this logo color file I found from the company inside files, the PMS color code actually matches the CMYK color code, and they look exactly the same on screen:
But on all the files I'm working on, the PMS color looks washed, when using the convert button to convert PMS to CMYK, the code looks different too:
Is there a file color setting I need to change? Besides illustrator, the PMS color in Photoshop cc and InDesign cc all look wash out.

The Color Mode of the swatch only impacts how the the color appears on your monitor. The important thing is that the Color Type always be "Spot Color" regardless of the Color Mode when you're dealing with files for print. If it's set to Spot Color, then exporting the file to film will have a single color pass. If it's set to Process Color you'll get 1-4 color passes when exporting depending on your CMYK values.
For the company's branding guide, you have both color options depending on how the logo will be printed. If you had something that included a photo, then you would want to use the CMYK version of the logo because you're already going to have CMYK values from the photo. Using an additional spot color just for the logo then makes it a 5-color job, thus increasing the cost. If you were printing something that only used black for text and also included the logo, then you would use the PMS version as this makes it a 2-color print job.
In some circumstances you don't have an option of a CMYK break of a PMS color, such as metallics and fluorescents. Some companies only print their logo in a spot color despite having it as part of a 4-color print just due to how a CMYK version of their logo appears. Not every PMS color has a 100% accurate CMYK break. Most frequently the CMYK version is dull compared to the PMS color simply because the gamut for CMYK is not as diverse as the full range of PMS colors are.

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