BRAXTON: The new Deloitte Consulting... in Japan only!

New... but only in Japan!
Braxton... formerly Deloitte Consulting

Launched:
Name announced July 18, 2002;
Logo was to be formally launched early April, 2003.

Story in brief:
Like Accenture and Monday, Braxton was to be the hand-washing severance of a consulting business from its accountancy parent. It was thus contractually required distancing... but was rescinded March 28, 2003, when the spin-out plan itself was cancelled (except in Japan, apparently, where Braxton is in effect).

"Braxton" has disappeared from the Deloitte Consulting site without a trace. Strategic question; isn't there still a case for expressing the cultural if not managerial separation of consulting from accounting? And does "Braxton" thus still have some life in it?

Credits:
C.E.O. - Doug McCracken
Naming counsel and design - Interbrand

First Impressions:
The surest way I know to create a name which works, functionally speaking, is to borrow an actual (proper) name. Because the Braxton name has equity and helps tell a good story, its advance announcement was risk free. (With a riskier name like Monday or Accenture it's better to launch the new identity in full and as part of a broader good-news story.)

The 'shieldmark' logo design provides comforting classicism with a little added buzz, an x-mark in the shield.