What if a brand was built *not* to be in the spotlight? The world of branding can feel a little one-note in the world of commerce, so this identity feels especially interesting. Meet Common Goal - the global football collective - with a system built for sub-brands. Built for sharing. Built to fade into the background so others could step forward. At the core: a modular logo that breaks apart to make space for collaborators. Think clubs, athletes, NGOs. The design intentionally centers *everyone else*. Which makes sense, because that’s the ethos of Common Goal. This is an org that asks players and brands to pledge 1% of earnings to social justice in sport. So the brand can’t feel ego-driven. It has to feel communal. To do this, the design team opted away from the traditional loud color palettes and agressive type and logo design you typically see with sport brands. Because this identity wasn’t built to win attention. It was built to *share it.* It’s design as infrastruct...