Deloitte Consulting Readies Launch of Braxton

While the official launch date is still pending, Deloitte Consulting, soon to be rebranded as Braxton, is putting the final polish on its new Web site and logo. The Web site, www.braxton.com, now features only a link to the Deloitte Consulting site. Soon the site will be unveiled with news, research information, and links to Braxton offices and personnel.

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.

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