If one employs an 'image consultant' to advise on your image, of course he's going to tell you it's wrong and then ask for a shed load of money to change it.
The Army could have done better to run a competition and encouraged the squadies and squadesses to offer ideas - perhaps the generals were afraid that this might lead to an Army equivalent of 'Boaty McBoat Face'.
A couple of month's ago the Daily Telegraph published a letter from Colonel Southby-Tailyour ('cuse the spelling). He was responding to a suggestion that the forces needed to reflect the wider community from which they are drawn - S-T pointed out a host of reasons why that was the last thing we needed in our forces!!!!!!!!!
Old-Duffer