Deloitte Consulting Readies Launch of Braxton
The new company logo consists of the word Braxton and a small red and yellow badge, much like a coat of arms. Some industrious reporters at the British newspaper, The Register, unearthed this informative description  of the meaning of the new logo.
According to an internal Deloitte Consulting e-mail, the badge symbol is designed to convey a "sense of belonging, symbolizing [the firm's] strength and culture." The choice of red and yellow colors is meant to convey "energy, optimism, and a sense of renewal."
The badge design features an X which is meant to convey "the intersection of several ideas: The fusion of strategy and implementation, business and technology." The X also stands for collaboration between consultant and client. "The X within our symbol is a direct representation of one of our key beliefs: that the most valuable breakthroughs occur when client and consultant collaborate on equal terms."
The name, Braxton, comes from a trademark owned by Deloitte Consulting, a result of the 1984 acquisition of a company, Braxton Associates. Unlike the consulting spin-offs of the other large international accounting firms, Braxton will be privately owned.