Portugal's FA shipped a new logo mid world cup.

by the end of the week: it will never appear on the shirt. institutional use only. players keep the old crest.

an identity is proven by the surfaces it's allowed on. exempt the highest-stakes one and you've admitted the brand can't carry you.

b2b runs the same retreat quietly. new site ships, sales keeps the old deck "until the quarter closes," product waits for the redesign. two brands in market, and the old one owns every surface where money changes hands.

the exemption is the confession.

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Portugal's FA shipped a new logo mid world cup.

by the end of the week: it will never appear on the shirt. institutional use only. players keep the old crest.

an identity is proven by the surfaces it's allowed on. exempt the highest-stakes one and you've admitted the brand can't carry you.

b2b runs the same retreat quietly. new site ships, sales keeps the old deck "until the quarter closes," product waits for the redesign. two brands in market, and the old one owns every surface where money changes hands.

the exemption is the confession.

Read on Linkedin

Read on X

Read on Substack