Rationales
Out of context: Reply #12
- Started
- Last post
- 17 Responses
- 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?