Concept rationale: What is it and why should logo designers practice writing it?

Discover the importance of concept rationale in logo design. Learn why logo designers should incorporate this practice to effectively communicate their thinking process and align it with their clients' brand.
Concept rationale: What is it and why should logo designers practice writing it?

Logo design is an essential aspect of brand identity. It represents the core values, personality, and essence of a business. While presenting a logo to a client on mockups is a common practice, logo designers can elevate their work by including a concept rationale. This article explores the significance of concept rationale in the logo design process and highlights why it is crucial for logo designers to practice writing it.

Concept rationale: unveiling the thinking behind each concept

A concept rationale serves as a bridge between the designer’s creative process and the client’s understanding of the final logo design. It provides a clear explanation of the reasoning and strategic decisions made during the development of each logo concept. By including a concept rationale, logo designers offer clients insights into their thinking process, showcasing how each concept aligns with the client’s brand identity and objectives. 

Why should logo designers practice writing concept rationale? 

Effective Communication: Incorporating a concept rationale enhances communication between the designer and the client. It allows designers to convey their ideas, methods, and inspiration effectively. This transparent approach builds trust and strengthens the designer-client relationship. Client Involvement: When clients understand the thinking behind a logo concept, they can provide valuable feedback and collaborate more actively with the designer. Concept rationale creates a sense of involvement, empowering clients to actively participate in the logo design journey.

  • Alignment with Brand Identity: A concept rationale ensures that the logo design aligns seamlessly with the client’s brand identity. It enables designers to articulate how specific design elements, color choices, or typography connect to the brand’s values, target audience, and industry. 
  • Differentiation from Competitors: Writing a concept rationale showcases the uniqueness and originality of each logo concept. It helps clients comprehend how the proposed design distinguishes their brand from competitors. By understanding these differentiating factors, clients can make informed decisions about the final logo selection. 
  • Documentation for Future Reference: Concept rationales serve as a valuable reference point for both designers and clients. They document the decision-making process and ensure that crucial aspects of the logo design are not overlooked or forgotten. Having a written rationale also streamlines future updates or modifications to the logo.

Logo Designers and the Power of Concept rationale

By practicing the art of writing a concept rationale, logo designers can elevate their work and create a more seamless collaboration process with clients. It enables effective communication, facilitates client involvement, ensures alignment with brand identity, fuels differentiation from competitors, and provides documentation for future reference.

In conclusion, incorporating a concept rationale in logo design is a valuable practice that benefits both logo designers and clients. It assists in translating abstract concepts into tangible design elements, fostering deeper understanding and appreciation for the logo creation process. By embracing the power of concept rationale, logo designers can enhance their expertise, authority, and build trusted relationships with clients.