Rationale Design

Rationale is a graphic design studio providing world-class expertise in visual identity design, websites, applications, publications, and more.

For global shaving brand Schick, Rationale designed a new logomark, visual identity, packaging, and advertising typography in collaboration with Partners & Spade who led strategy, messaging, and advertising efforts, with campaign commercials directed by film director Mike Mills.

Where disconnectedness and random imagery once dominated, the new identity system provides a clean and distinct look that creates a break in the shaving aisle and other touchpoints & demands attention while simultaneously conveying an authentic brand voice for all current and future products.