Rationales
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- 5timuli
Recently I've found myself designing quite a lot of graphic standards documents, which include a logo/signature confuguration and rationale statement. For some reason my brain won't allow me to write this kind of creative bullshit. Possibly because some of the logos don't really have a 'meaning' behind them, and partly because I'm not the greatest written communicator ever. I feel like I'm trying to lie and I'm going to get caught at any moment.
I've been trying to write this kind of stuff:
"Our new branding energizes our communications. The identity concept is based on unity. Unity is strength. Strength comes through working together in close partnership. The stronger we are, the faster we will grow. The United symbol consists of independent entities that fit together in a unified community. Together we deliver a message of global strength and unity, wide expertise and creative diversity. Our new identity reflects both our new name and our new group ambitions. Our goal is to become the leading provider of information to people and businesses worldwide."
Does anyone else here write this sort of stuff or do you leave it all up to a copywriter? Do you agree with including this kind of bullshit? (obviously not as frilly and ridiculous as the 'Breathtaking' Pepsi document that surfaced recently). Or should it all be very generic and not go into specifics? (which I've seen increasingly more recently).
Long shot, but does anyone know of any resources for getting better at writing this king of shite?
- anxious_arms0
copywriter. i
- 5timuli0
Is that kind of thing really a designer's job? Or should it always be left up to a copywriter? Same thing with small lines of text in website callouts, headlines for brochures... copywriter or designer?
In my experience it's always been done by a copywriter, unless someone else I've worked with was confident enough to give me some ideas. I've always been less than confident with written communication and generating wanky bullshit. I think it's an aversion to being cheesy.
- Mimio0
Seems like I'm always writing...proposals, tech designs documents, assessments, etc...
- letters20
Brand standards that acknowledge attributes, concepts, etc. inevitably express some kind of rhetoric like this. IT can be long-winded and laced with BS, or it can be focused on ideas that help in the application and expression of the brand. The line may be fine there...
Have a look at Tony Spaeth's info round this: http://www.identityworks.com/
Check out Tools, Issues, Articles, etc.
- anxious_arms0
honestly, i'm a designer, but i think all that artsy fartsy rationalization of what a logo means is total bollocks. most of the time it's forced and no one cares anyway.
when is the last time someone sold something or gained a client because their logo represented Unity... or anything else for that matter.
- Pepsi? I don't know. Some marketing folks buy into all that crap. Personally I hate it.5timuli
- 5timuli0
I've probably spent four hours today trying to write two sentences that sum up a logo that was conceived in five minutes. I just can't do it, I've no idea why this is so difficult.
- JSK0
More creative fluff are spoken, higher you move up.
- Yeah, so I've noticed. If you can talk like a wank, you've got it made.5timuli
- totally. since non creatives don't get 'vision' or creativity, they feel the need to overcompensate with verbage.anxious_arms
- "is" spoken, dinkymagnificent_ruin
- sputnik20
there is something to be said about the ability to discuss/write about your work intelligently, in addition to actually performing it. part of my job has always been explaining some aspect of it to someone who matters (project-wise)...it's an important skill IMO
- explaining your work is one thing. but making up some bullshit meaning for a 5 minute logo is another.anxious_arms
- 5timuli0
Anyone care to crit, or give me some pointers?
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The [company] logo represents the most concise visual expression of our company and the values for which it stands. It creates a distinctive graphic presence and is responsible for communicating the qualities that make [company] unique in all of our brand applications. Its boldness and crisp legibility, combined with its subtle curvature and three-dimensional light and movement are reflective of the philosophy of [company] and the core values our product; powerful, flexible, uncomplicated and accessible.
The [company] logo is our visual signature. Just as your personal signature should always look the same, our logo should always appear in a specified and consistent manner. To that end, the following guidelines have been developed to ensure its correct usage whenever it is reproduced and applied.
- sounds about right.anxious_arms
- can we see it? the logo that is?anxious_arms
- Belowletters2
- magnificent_ruin0
this is one reason I never climbed the ladder of high end corporate communications. I'm psychologically unequipped to bullshit, and too cynical to believe in this shit
- eats gunmagnificent_ruin
- not cynical enoughmagnificent_ruin
- not cynical enough to be uncynical about this professionmagnificent_ruin
- I'm cynical about your cynicism.
And me too, I feel I'm destinied to be a bottom feeder in the corporate comms food chain for eternity.
5timuli - corporations like to glorify the corporate processesmagnificent_ruin
- jellofunk0
Unfortunately it must be done for the sell, or to appease the over-lings who want to some how justify something meaningless. I agree it's bunk and the process sucks. I do think it allows for growth, in that by being able to articulate idea's one gains a better sense of what the mark is communicating and can draw from this for future projects. I'd prefer to write it myself and pass it on the copywriter for tightening. I work alone, freelancing, and well unfortunately my craft suffers for I rarely have to explain shit, peeps just just peep and approve or disapprove. I think if the logo or idea is clear the articulation is worthless, since it either works or doesn't and if a client can't see the message then perhaps defining the meaning on paper is contrary to the over all goal?
- 5timuli0
I agree with sputnik2 to a point... I'm comfortable with explaining reasoning for doing what I do, and even to ring up some bullshit tangent that could be implemented in the presentation/standards later down the line... but it's the complete absurdity of writing aspirational fluff for something that doesn't merit it that pains me, especially for something like a brand standards document in which the rationale is usually completely ignored in order to get to the information that actually matters.
*takes long breath*
- letters20
It's a good start, but still a bit cryptic.
You've mentioned the company's "values","qualities" and "philosophy", but only explain what the "values" are. Consider if you want to mention all three of these ideas. With any of them, as an exercise, try listing or writing what they are and then explain how the identity relates to them. This will give you a strong foundation for then writing a concise statement that isn't too vague or intangible.
- jellofunk0
After reading my own response, I realized that writing these things are just for the stage, makes our jobs seem more important or tasking than they might be, allowing for inflated price points. Perhaps I'm just jaded.
- jellofunk0
What I meant was..
I think if the logo or idea isn't clear the articulation is worthless,
- Gifto0
On the flip side, at least your over the hurdle of initial presentation stage of designs and it's for work that's been agreed on /signed off.
I have a presentation tomorrow morning (working to a really vague and all over the place brief) that I'm going to have to make up a whole load of shite rationale for to get through (presentation is 30 pages+!) : (