If you drop money on a brand from a real design firm, you get this same booklet. It's common practice. I've had to both design brands and the booklet's we gave to clients, as recently as a year ago. Of course a year of R&D, Market/Competitor Research and Design Studies cost our client $150,000.

Usually budget logo design; from freelancers etc, result in you getting an email with x number of Options and little to no reasoning.