Top 5 Problems With Artificial Intelligence (AI) Logos

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One of the most essential elements of a company’s branding is its logo.  From its personality, target audience and values, a logo communicates volumes about a company. Believe it or not, these days, many AI logo generators can instantly create a logo design in what historically took designers days, now in a matter of seconds. Essentially, artificial intelligence logos are created either entirely by or with the help of AI software.

Where can you make AI Logos?

A few logo generators and programs found include:

  1. Midjourney
  2. DALL-E
  3. Looka
  4. LogoAI.com
  5. Tailor Brands
  6. Namecheap’s Logo Maker
  7. Logocreator.ai
  8. Logo Brainstorm

 

Example of AI Logo Using Midjourney

 

How to Make an AI Logo

The process of making an AI logo is based on being able to communicate effectively and concisely with AI tools.

To start, you enter prompts which are like instructions separated by commas. The software will then take the inputted prompts to create a few images.

Here are a few examples of logo prompts.

AI Logo Format Prompts: 

  • Object/Noun
  • Industry
  • Adjectives
  • Specifying colour(s)
  • Exclusions (no shading, flat, less details, no words)
  • Background colour 

 

As an example, for a personal trainer logo, you could use the prompts:

  • Logo design for women’s health personal trainer, flower, fire, orange and red, minimalistic, white background.

 

For a beach yoga logo, you might add prompts like:

  • Logo design for a yoga company, beach, waves, sun, vintage, hand-drawn, retro, teal and blue and white, circular crest, white background.

 

The AI generator then creates the logos and you can go back and fourth by adding or deleting the prompts and requesting variations – basically tweaking it until you’re satisfied with the end result.

Are AI Logo Generators Free?

These applications are usually not free. You’re looking at paying anywheres from $10 to $50 for use of credits or as a final cost to download the logo. There is also monthly subscriptions for some software. For example, Midjourney’s AI program costs $10 per month for a basic subscription, while DALL-E charges users $15 monthly for generating about 450 images. The real question is – is the lower price worth the result?

While these images will match your literal description, there are quite a few problems  associated with using AI software to design a logo that you might want to be aware of.

These are the Top 5 Problems with Creating an AI Logo

Today’s businesses and brands have much to consider when developing their marketing, advertising, and brand identity. So, it is no surprise that fast, cost-effective solutions are highly sought after, but is this always the best approach?

 

#1 You Can’t Trademark AI Generated Logos

Can you copyright or trademark AI logos? No.

Companies spend thousands, if not millions of dollars and a great deal of time to craft the perfect logo for their brand. 

Repercussions when another company steals their logo concept can lead to loss of sales, misleading customers, and negatively impact your brand and how customers perceive you for years to come.

That’s why registering for a trademark symbol ‘®’ or ‘‘ next to your logo is typically a good idea to protect it under trademark laws, and prevents other businesses or brands from copying and using your established logo. 

Example of Trademarked Logos

AI logos cannot be trademarked. There are a few reasons for this but basically, how AI logo software works, is that it scans the internet or ‘data mines’ images users have added (copyrighted or not) to the software (with or without the artist’s permission) and combines these elements to create the image or logo.

For logo designers, it’s not uncommon that they become known for their unique style or subject matter design. For example, let’s say, known for designing ‘vintage style crest shape’ logos. This style is unique to the designer who took years to develop their craft.

However, we could prompt Midjourney or DALL-E to create a vintage style crest logo and the software may actually take images from this very same logo design; spitting out images that stole the designer’s unique style. Do you think that this AI logo is violating intellectual property laws in this example? We think so.

Also, because the logo is an amalgamation of images sourced from all over the web, there is no way to prove a specific logo design it creates, is unique. The same AI logo could be used another business.

In addition, copyright protection only extends to designs or works created by humans. AI has been declared as not original works of authorship and cannot be copyrighted.

#2 No Text Generation

While the symbol, icon or image is important,  typography are essential for creating an effective logo.

Typography communicates on an emotional level and has its own personality. From deciding whether to select a serif to sans-serif font, uppercase or lowercase letters, or choosing a font that’s bubbly, quirky, fun or modern – typography speaks volumes of your brand. In fact, some logos (called ‘typographic’ logos) are completely hand drawn lettering. These include Google, Louis Vuitton, Zara, and Uber to name a few.

Example of Typographic Logos

However, AI software does not have the capabilities to reproduce text.

Example of a DALL-E logo using ‘Pet Shop App’ as prompts and inability to produce text.

When trying to generate text for a logo, these programs produce incoherent words, mixed together that results in looking like a foreign language. Generators cannot truly understand the meaning behind text symbols and therefore, it lacks a genuine connection to the purpose of these designs. Deciding to forego on typography is sacrificing a very important element of any logo.

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#3 No Editing Capabilities

It’s not unusual to want to make updates and adjustments to logos, however, since AI is a software, there is no “actual” person that you can turn to for these edits. 

From changing colours and adding a tagline to refreshing the logo, adding a EST or date of establishment, an anniversary logo or turning your logo into a pride month logo, there is a lack of ongoing human input that limits any opportunity for adjustments and modifications.

Example of Logo Modifications and Updates We Did For Clients

Plus, when you work with a human, you can get a complete brand identity, including business cards and letter heads all completed at the same time as your logo.

 

Example of Logo, Envelope and Business Cards

 

#4 AI Logo Generators Don’t Produce Vectors

The most important file type of every logo is a vector file which can include an .eps, .ai or .svg file format. Vector programs creates images from points and lines based on mathematical formulas. These type of images can be sized huge like for print on a billboard or on the side of a truck and still look crisp, clean without loss of any quality. Logos are typically designed correctly in Adobe Illustrator, Affinity and Coral Draw to name a few vector software programs.

AI generators create images which are based off pixels – not vectors. Therefore, your final logo is only in .jpg or .png file types. These files will lose significant quality when they are sized to print for bigger projects like on a conference banner or billboards.

If you have a logo that can’t be sized properly, you don’t have a usable logo. Vectors allow you to scale your logo freely, ensuring it looks great across various media and applications.

 

#5 AI Understanding is Too Literal and Generic

Example of a logo that can be created with Logoai.com

There are many unique aspects needed to create a great logo. It requires a thorough understanding of an industry’s target audience, cultural nuances, and knowledge regarding the appropriate industry.

While AI logo design generators can still create a basic design, it doesn’t have the critical thinking or creative ability to come up with something unique and memorable. AI generators produce results based on a very literal understanding of a description without any concept of symbolism or metaphors and lack originality.

Example of a Logo That Can Be Created with Looka.com

For example, if you wanted a logo for a computer, the last thing AI programs would probably create is an image of an apple. But that’s exactly what one of the most famous companies in the world did. For Apple, the fruit represents Adam & Eve, purity, simplicity and human’s thirst for knowledge. This is an example of a logo with strong symbolic meaning.

Similarly, Starbuck’s logo is not a picture of a coffee. It’s a logo of a female siren which represents mystique, magic and obsession – all strong meanings to help propel their brand.

Also, because of how artificial intelligence generators function, it is common to find reoccurring elements and design techniques used across many logo designs making it even harder for your company to stand out uniquely among your competitors.

Additionally, according to many people on YouTube and Reddit, AI-generated logos have been described as looking cheap, generic, and subpar:

“They all look so generic and lazy.”

“I’d be embarrassed to send that to a client.”

“As a client receiving that I would either think the designer incompetent or that AI was involved.”

“Terrible. Proof there’s no substitute for imagination, talent or ideas.”

Example of a ‘tech app’ logo created with DALL-E.

The Bottom Line

Should you replace a logo designer with AI? The simple answer is no. But that doesn’t mean you can’t use AI in your design process. Using these programs for visual inspiration can help your designer better understand your needs and expectations. AI lacks the emotional element found only when working with a human designer.

While AI generators offer a quick and cheap fix, AI can’t replace the strategic and creative processes that goes into creating a fantastic logo.

Check out Supernova’s hand-drawn logo designs, meticulously crafted on paper and digitized using Adobe Illustrator. Investing in a professional logo is essential to your business.

 

To get a unique and creative logo design, contact us to get started.

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