Right. What am I looking at? It seems clearly a case that it started with the final logo they wanted and finished with 27 pages of pure justification BS.
Yes, but that's just how it works. A respected designer brings talent and years of experience, expertise, theoretical knowledge, and intuition to their task. But like most of us, they aren't very good at introspecting to explain the real reason they arrived at a particular design.
They are, nevertheless, required by business types to come up with some sort of justification, and that's what you just read. It doesn't matter whether it's truthful or accurate, so long as it's plausible from a business perspective.
They are, nevertheless, required by business types to come up with some sort of justification, and that's what you just read. It doesn't matter whether it's truthful or accurate, so long as it's plausible from a business perspective.