The rebrand looks perfect in the brand guidelines PDF. Six months later, three versions of the logo are appearing on the company's own materials. The sales deck uses the old mark. The factory signage was never reprinted because procurement approved the order before anyone sent the new specs. The website has the correct typeface but the wrong colour code, because the developer worked from a screenshot rather than the brand token.
We have been correcting this pattern for over three decades. It is consistent enough that it should be treated as the default outcome of a rebrand — not an exception.
