18/02/2026
IS THIS EVEN IMPORTANT, A LOGO RATIONALE?
Imagine telling someone the function of your hands, legs, head, eyes, even the mouth you use in telling them the same thing, just that this time, you are the only human with such feature, and maybe you are explaining to an antelope? That’s what a logo rational does.
Is it even necessary in brand presention, and in what case should we use It?
You see when we say necessity, it means two things to me, 1. Importance: that’s element should be important enough to drive meaning, not just into the mind of the viewer, but on the brand purpose itself. Talking about the function of a thing without justification of the need for that thing is mostly a waste of time.
2. Usability: for a design element to be necessary, it should be usable, in the sense of being functional an at the same time purposefully attributed to something humans can directly relate to in connection to the brand.
Nevertheless, not all use cases that I see a rational are necessary. I have seen a logo rational and I asked myself, what is my fellow designer pointing at?
Rational is not just about bringing elements together, and appointing them a position in your logo design, it must first pass all checks we mentioned in the first phased of this conversation.
When you look at a thing like this, and it has elements here and there that seems to represents parts of the logo, but doesn’t clearly explain any clear meaning, then it’s not a logo rational.
Lemme make it clearer for beginner, rational is not the logo, it’s the logo explained.
A logo may have explanation-disconnection, and that is okey, cus not all logo should tell the full meaning in the first sight, that’s even professional, but when a thing that is meant to explain the logo fails the explanation test, the brand identity itself begins to break apart.
We designed this brand for , the full brand identity presentation will be released by next week, yet, more expository on this project, like this, will keep droping before the month end, follow and keep an eyes on this page, and we will be here again. — .studios