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  <title><![CDATA[Magistrate 247]]></title>
  <link>https://magistrate247.com/</link>
  <description><![CDATA[Magistrate 247 is a São Paulo branding agency specialising in brand identity, naming, and brand strategy for businesses that want to be remembered.]]></description>
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    <title><![CDATA[Why your brand guidelines document is probably useless (and how to fix it)]]></title>
    <link>https://magistrate247.com/</link>
    <description><![CDATA[Most brand guidelines documents are opened twice: once when they are delivered, and once when a new designer joins and needs to know the hex code. We have been thinking about why that is, and what a guidelines document that people actually use looks like.]]></description>
    <pubDate>2026-07-10</pubDate>
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    <title><![CDATA[What we learned from doing a naming project in three languages at once]]></title>
    <link>https://magistrate247.com/</link>
    <description><![CDATA[Last year we worked on a naming project for a client expanding from Brazil into Portugal and Colombia simultaneously. It was the most complicated naming brief we have ever taken on, and it taught us several things we did not know we did not know.]]></description>
    <pubDate>2026-06-18</pubDate>
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    <title><![CDATA[The audit we do before we touch anything in a rebranding project]]></title>
    <link>https://magistrate247.com/</link>
    <description><![CDATA[Before we redesign a single element of an existing brand, we spend two weeks finding out what is actually working. It is the part of a rebranding project that clients are sometimes surprised by, and it is the part that saves the most time later.]]></description>
    <pubDate>2026-05-29</pubDate>
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    <title><![CDATA[On working with a branding agency for the first time: what to expect]]></title>
    <link>https://magistrate247.com/</link>
    <description><![CDATA[If you have never hired a branding agency before, the process can feel opaque. Here is what a project with Magistrate 247 actually looks like, from the first email to the final file delivery.]]></description>
    <pubDate>2026-04-14</pubDate>
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    <title><![CDATA[What Brand Strategy Actually Means for Small Businesses]]></title>
    <link>https://magistrate247.com/notes/what-brand-strategy-actually-means.html</link>
    <guid>https://magistrate247.com/notes/what-brand-strategy-actually-means.html</guid>
    <description><![CDATA[The phrase 'brand strategy' gets used to mean almost everything. Positioning. Tone of voice. A mood board. A mission statement. A deck with a lot of circles on it. We have seen all of these presented as brand strategy, and most of them are not. Here is what it actually is, and why it matters before you spend anything on design.]]></description>
    <pubDate>2026-06-02</pubDate>
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    <title><![CDATA[How to Brief a Branding Agency Without Wasting Anyone's Time]]></title>
    <link>https://magistrate247.com/notes/how-to-brief-a-branding-agency.html</link>
    <guid>https://magistrate247.com/notes/how-to-brief-a-branding-agency.html</guid>
    <description><![CDATA[The brief is the most important document in a branding project. Not the final logo. Not the guidelines. The brief. A good brief produces better work in less time. A bad brief produces revisions, misaligned expectations, and a final result that nobody is quite happy with. Here is how to write one that works.]]></description>
    <pubDate>2026-05-12</pubDate>
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    <title><![CDATA[Why You Should Check the Trademark Register Before Falling in Love With a Name]]></title>
    <link>https://magistrate247.com/notes/trademark-check-before-naming.html</link>
    <guid>https://magistrate247.com/notes/trademark-check-before-naming.html</guid>
    <description><![CDATA[We have watched clients fall in love with a name, build a brand around it, print packaging, register a domain, and then discover that the name is already registered in their category at the INPI. It is an expensive and demoralising experience. It is also entirely avoidable. Here is what you need to know about trademark screening before you commit to a name.]]></description>
    <pubDate>2026-04-28</pubDate>
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    <title><![CDATA[When to Rebrand Your Business (and When to Leave It Alone)]]></title>
    <link>https://magistrate247.com/notes/when-to-rebrand-your-business.html</link>
    <guid>https://magistrate247.com/notes/when-to-rebrand-your-business.html</guid>
    <description><![CDATA[Rebranding is expensive, time-consuming, and disruptive. It is also sometimes exactly the right thing to do. The problem is that 'we need a rebrand' is often a diagnosis that arrives before the symptoms have been properly examined. Here is how to tell the difference between a brand that needs to change and a business that needs to solve a different problem.]]></description>
    <pubDate>2026-03-17</pubDate>
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  <item>
    <title><![CDATA[Why Typography Is the Hardest Part of a Brand Identity to Get Right]]></title>
    <link>https://magistrate247.com/notes/typography-in-brand-identity.html</link>
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    <description><![CDATA[Rafael Mendonçaça, the founder of Magistrate 247, keeps a running document of every typeface he has considered and rejected for a client project. It currently has 340 entries. That number is not a boast. It is an indication of how many wrong answers there are for any given brief, and how much work goes into finding the right one.]]></description>
    <pubDate>2026-02-10</pubDate>
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