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Branded

17 September 2026

Renaming is a migration problem

The name is the easy part. Retiring the old one is where the money and the damage are.

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More reading

Everything
17 September 2026 Why we do not design the logoTwo writers doing one thing, and the third of enquiries we refer away for free.17 September 2026 Against the longlistPresenting forty names is a studio asking the client to do the studio’s job. Twelve is a decision.17 September 2026 What a constraint list containsLanguages, classes, markets, and the three names your board already loves. Written down before we start.

Tell us what it does and who has to say it out loud

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