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Building a Brand Identity for Modern Clubs In the modern game, a club’s identity doesn't start and end at the touchline. While the 90 minutes on the pitch are the heartbeat of the organization, the brand lives 24/7 in the pockets, on the screens, and in the everyday lives of the supporters. Far too many clubs fall into the trap of thinking a "clean logo" is a complete brand. They opt for the cheap, "easy" fix—a templated crest and a generic social media graphic—only to wonder