- [Instructor] Design rationales are short form descriptions
that encapsulate your thinking behind a design direction.
And helps the client align with the vision
on what a design means or implies to the viewer.
To do this you'll need to embrace your inner scribe.
Meaning we're going to do some creative writing,
because when you present your design directions
you don't want to do it like this.
You draft an email and say,
"Client, here are my design directions
I created for your project.
Download link, let me know what you think.
Thanks."
If you handle it like this, you're asking for problems,
because the client will look at each design
and they'll read into it
what they think it might mean.
You want to define that for them.
You need to be a wordsmith, a skilled user of words
and craft your narrative for each design direction.
That said, don't be intimidated by writing.
I use Grammarly to correct my spelling and grammar.
And you can set up a free account and do the same.
I pay for their premium service because I use
this service all the time for my own
personal writing as well.
Let's take a look at a variety of logos
and the design rationales we wrote for each.
Here's Deerfield Park District.
And this was the rationale.
"This mark is timeless, simple and beautiful,
just like the parks and recreation programs you provide
to enrich lives and inspire memorable experiences."
Or this one.
"Soar a new educational heights with this engaging
and friendly character for ELRodeo Elementary School."
Here's another one where we take the premise
of what their business is
and use that as the twist.
"Your logo is like a uniform
and will make a positive first impression
with your new clients moving forward."
Or you can take a crazy design direction you're pitching
and use the rationale to try to sell it.
"Your business exists in an industry
of forgettable brand marks.
Make a memorable splash with a unique brand character,
Captain quack, that'll bring a smile to those who see it"
Or maybe the company in this case is a steel company.
So you play off of that.
"This mark has been creatively forged to make a bold
and strong statement.
A solid foundation for your future marketing efforts."
Here's one.
"This iconically beautiful design
will reinforce your business name and core value
you provide to your clients every day."
Here's the tourism one.
"The culture and heritage of the Pacific Northwest
in San Juan islands, are an adventure on every level.
And this design captures that authentic spirit."
Or it could be as simple as this.
"And that's a wrap".
Here's Cascade lakes, and one of the rationales
we created for this logo type direction.
"This design is refreshing unique and impactful,
just like the Cascade Lakes region and your beverages"
Or for Elevated Culture.
"Like a panther, your purpose is powerful,
bold, strong, and intensely focused
on elevating mindset and culture."
If writing is not your strong suit,
I encourage you to embrace your inner scribe
and do it anyway.
Think of these as micro stories,
let levity guide you.
Have fun with them, make it enjoyable
for your client to read and align with the vision
and insight you're communicating about your design.