A Few Reasons Why You Shouldn’t Use AI to Design Your Brand

Before we get into it, yes, it is absolutely in my best interest to convince you to avoid AI. But you should still be aware of the very important reasons why.

These days a lot of startups and small businesses are turning to AI such as ChatGPT to create their logo. This seems like a great use of free tools and a savvy thing to do, to reduce business startup costs. But there are some problems with this.

Firstly, the current AI services available just aren’t “there yet”. They operate at a very basic level when it comes to creativity and original, custom designs. AI works by pulling in as much data as possible (text and images) and using all of that data, or knowledge, to create content. So, by definition, it is only capable of producing what has already been created before, in some form or another. Whether it’s derivative from a current style or trend, or a near clone of an existing brand, it is not considering your business as new and original.

I can spot an AI generated logo very easily, because I’ve been immersed in the world of branding for decades. I’ve seen literally tens of thousands of brands created and I’m aware of various trends and shifts in the space. I know what an original, fresh, creative brand looks like. You don’t get those from AI. You just don’t.

AI is not human (or superhuman, yet). It doesn’t fully understand you or your business. It doesn’t fully “get” your story or understand your passion for what you do. It creates generic, usually very safe and meaningless designs that most people would say are “good enough” or “better than I could’ve done myself”.

But they aren’t good enough. There’s no identity, there’s no soul in AI creations.

Secondly, you are unlikely to receive everything you need to actually use your logo. There are very specific technical considerations when it comes to brand creation. File types are just one example. You are unlikely to receive a “vector” logo, and you’ll need one constantly for everything from brochures to signage to embroidery on polo shirts. Instead you’re likely to receive a screen quality jpeg that’s good for a Facebook post, and not much else. It will be flat, with a white background, unscalable and look pixelated constantly when you try and use it.

Next, it won’t create a brand identity for you. It will create a logo, but that’s just the beginning. It is unlikely to give you a style guide or any ideas on how to roll out your brand and keep your identity consistent. Fonts, colours, spacing, sizing and other rules that you really need to know if you want to get your marketing materials looking like you didn’t DIY with the help of AI.

Another consideration is after sale support, or lack thereof. Over the years I would estimate at least 50% of my branding clients come back to me many years later for either support (lost files, advice on colours, which font was used etc) or further development. Good luck going back to AI later on for any level of service or for some amendments. I take pride in the success of my clients and I’m always interested in helping to grow their brands. AI doesn’t care about you or your business.

Lastly, you may have some legal complications if you try to trademark an AI created design. You’ll never be 100% sure of where the design came from. Was it heavily inspired by another brand you’ve never seen? Will your new logo design that was created by AI be added to the pool of information that it uses again for another user? AI is constantly learning, including from your own conversations with it.

You need a human to design your logo and create your brand identity, if you want to be taken seriously and survive long term. Don’t go for the free, generic, soulless service that will only cause you trouble later on.

Check out my logo design portfolio and let’s have a chat about creating your original, fresh, unique brand.