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X marks the spot in complete loss of plot

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LogoWatch It seems like only last July that we were rubbing our hands in glee as we reported that Deloitte Consulting rebrands as mineral water.

Actually, it was last July, and at the time we rather unusually approved this rebrand as follows: "Despite the fact that it sounds like a brand of mineral water, we applaud the organisation's restraint in this matter, avoiding as it has the temptation to re-emerge as Thrust: or EnergIcity"

Indeed, we hoped that such restraint "might see the end of brainstorming PR yuppies tirelessly rolling out exciting image realignment strategy Powerpoint presentations to bewildered corporations".

Well, our hopes have been dashed. Despite the fact that Deloitte Consulting has not actually yet re-emerged bubbling from the rebranding spring as Braxton, they've been busy at work on a new logo, as this internal email, dated 6 March, proves:

In a few weeks, Deloitte Consulting will become Braxton, and with that change comes a new visual identity: a new logo, new colors, and a new corporate look.

First, the new Braxton logo. The logo consists of two pieces: the Braxton wordmark, and the Braxton badge - a convex red shield containing an asymmetrical orange X. Where the lines cross is a yellow diamond-shaped "sweet spot." The badge was designed to convey a sense of belonging, symbolizing our strength and culture.

When selecting colors, our branding department researched several color combinations, looking at what would be appropriate for a management consulting firm; what, if any, negative cultural issues could arise; and what different colors convey.

Our research found that subdued colors like blues, greens and browns are seen as conservative and old-world. In contrast, bright hues of red and yellow convey energy, optimism, and a sense of renewal. When the transition was first announced, we promised to add color to the industry, and we have done so.

Finally, the X. As you may have guessed, the asymmetrical X shape is an allusion to the X in Braxton. It also represents the intersection of several ideas: The fusion of strategy and implementation, business and technology. Our industry is polarizing around technology companies and strategy boutiques, leaving one important, unfulfilled client need: business-minded consultants, focused on implementing what they recommend. Braxton will be the only firm focusing exclusively on this need.

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 yellow diamond shaped "sweet spot" represents the optimum state in business - the intersection of strategy, implementation, business and technology, combined with the idea of complete collaboration between client and consultant.

"Strategy boutiques"? Good Lord. That one even had the Vulture Central marketing department sitting in open-mouthed amazement, and they're no slouches when it comes to synergistic corporate buzz-words. Is there no end to this madness?

And where, you are asking, can we see this wonderous 21st-century marvel in which - incredibly - the "asymmetrical X shape is an allusion to the X in Braxton" and "bright hues of red and yellow convey energy, optimism, and a sense of renewal"? We'll be honest: we spent about three minutes trying to track it down before succumbing to the effects of this New Age cobblers and sitting down with a cup of milky tea with eight sugars. A Reg pin to the first person to deliver this masterwork to Vulture Central. ®

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