The model
An old brand persists in contracts, templates, systems, uniforms and people's vocabulary. Inventory those surfaces by consequence. Customer confusion and incorrect documents take priority over a mug in a cupboard. The model makes a rebrand operational without declaring every surviving pen an incident. The inherited brand’s promised distinction may survive longest in the presentation deck, where operational comparisons are less frequent.
- 01Surfaces
- 02Consequences
- 03Transition
- 04Archive
In practice
The website changes overnight, but invoices and email signatures tell a different story. Owners sequence the changes and explain where an old legal name must remain. The result is more useful than a photograph of the new reception sign alone.
