Fascinating document. I always wondered if these well-worded explanations and positionings in historical context serve to get the logo accepted by biasing the reader, or if they genuinely add something. In other words, I wonder if the same logo, supported by a different document, will lead to a different answer by the client. Given all the work that's obviously been put into this document, I suspect it does matter.

As an entrepreneur, I will endeavour to be presented the logo of my project in the same light and context that my customers will see it, and not with a heavy serving of storytelling, as that can only make things worse for my poor brain when it comes to choosing.

Don't get me wrong, I'd love to read the context and process that led to the design, but only after I've made a choice.