AI-generated vs. Agency Designed Logos

Posted April 26, 2024 by swimcreative

Will artificial intelligence replace creative agencies when it comes to logos?

Just like the arrival of the internet in the 90s, artificial intelligence (AI) has taken the world by storm. As I do a nightly scroll through Instagram reels, AI creative app advertisements occasionally cycle through my feed. It’s easy for anyone in need of a logo to go to the site, follow the prompts and waazaa! – like magic, it spits out a collection of logos. No need for an agency, right? 

Wrong. Let me tell you why.

Love Creamery logo and branding by Swim, *not created with AI

AI-generated Logos: Cheap and Easy

The free AI logo-generating sites that I visited didn’t do a great job with my prompts and have a lot of learning to do before I would use what it generated as the face of my business. After going to the free sites, I visited a paid site called Appypie Design. This application was more intuitive and came up with some really cool art, but nothing polished enough to consider a finished logo. 

Using AI to make a logo saves time and money, but cutting corners can set you up for bigger issues later. Bypassing the process of understanding your brand identity and jumping straight into an execution (like a logo) is where so many great businesses go wrong.

There is something to be said about “the old paper and pencil” and the human touch. Starting the process of creating logos in a sketchbook and then having brainstorming sessions with other creatives is invaluable. While we generate creative ideas, we keep in mind your core values, who your audience is, and who your competitors are. 

Your logo should be informed by your brand identity. If you don’t get clear on who you are that’s a problem. But more than that, even if you do have a clear brand identity, are you going to be able to convey that to an AI in a simple prompt? 

Probably not. 

And that can translate into an average or basic logo that lacks personality and inspiration.

Mixed Beauty by Taylor Jane, logo and branding created by Swim, *not created with AI

Creative Agency Logos: Thoughtfully Curated

An agency team creates more than just a logo. We create a unique brand identity using strategies, principles, and guidelines that will stand the test of time. 

Starting with brand discovery, creatives work directly with the client to understand their culture and get to know who they are as people. After the discovery session, creative agencies develop mood boards, hold creative sessions and begin sketching hundreds of options, compiling the best that represent the client and their vision. This process allows the creative team to fill the logo with personality and tailor it to fit a client’s vibe. 

Qualities of a great logo: 

  • Unique
  • Simple
  • Appropriate color scheme
  • Legible
  • Scalable
  • Works in Black & White
  • Memorable
  • Timeless

It’s important to work with a designer who understands the above fundamentals AND your specific brand identity. Blending all of that into one final, effective logo is a big task and there’s a lot on the line. Trust in your human friends to get you there.

Lake Superior Zoo logo and branding by Swim, *not created with AI

AI: A Great Helping Hand

AI is a great tool to quickly generate visuals for an idea to help make a creative process more efficient. But it shouldn’t be viewed as a replacement for well-versed creative professionals. Humans give hand-crafted authenticity that just can’t be created by an algorithm. 

If I needed a logo, I’d trust a creative agency over artificial intelligence every time.

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