Name Critic rates Accenture

Accenture®
Technical
Presentation
Our Rating
8
5
Background:More press called us about this name than any others. Why? Was the name so ingrained in everyone’s mind that they couldn’t handle a change? Or was it because we finally had a major accounting firm component that wasn’t named after the founders?The actual reason for this name change was that it was required as part of the “divorce” settlement with Arthur Andersen, though we suspect it was one of the least controversial parts of the settlement. Of course they would want a new name and new image as a new stand alone company. How fortuitous too, given Andersen’s involvement in the Enron debacle, and subsequent fight for survival.After using a branding agency to help with the process, the final name is credited to an employee in Scandinavia. While others have denigrated this name, we think it is good and will stand the test of time. We also think it is amusing that it starts with ACC, abbreviations used before in the old Andersen Consulting Company…..so there is still a tie to the past.

But the logo has a couple of problems. The first we call the “too much money” syndrome. When you see the logo in burnished steel or silver, it looks very elegant, slick and classy. But in black and white and normal everyday usage it looks bland and unfinished. And it is not helped by the second problem, which is the lowercase spelling throughout. This is a particular design style that has been propagated by a number of large companies all getting makeovers at the same branding agency. Apart from the fact that a name is a proper noun, we feel a lowercase first letter, especially when it is not in a larger font size, seriously diminishes the pride and confidence that should be in the company’s image.

They may be found on the web at www.accenture.com.

<– Previous

All views expressed here are the personal, subjective opinions of the staff of Brighter Naming.
Your comments and name suggestions are always welcome.

Names analyzed are trademarks or registered trademarks of their respective owners. Please respect and preserve them.

Naming Articles

New brand insider articles from an experienced marketing team. Learn all the basics of naming, branding and trademark registration from these free reports:

August 2016: How to select a naming agency.

July 2016: How to get International Trademark protection.

March 2016: You received a cease and desist letter. Now what?

May 2015: How can one product line have many trademarks?

Jul 2014: What roles do copyrights and patents play in protecting names?

Jan 2014: Predictions for 2014 and Free Offers.

Our naming gurus follow and comment on current naming practices worldwide.


See the latest Name Critic ratings for names like Skype, Pinterest, Etsy, etc.


Follow @namiac on Twitter

Linked In

Share this page on LinkedIn:


See his industry naming commentary (where he takes a critical look at names) via the blog on this site