Should you use AI to generate logos or graphics for your business? At Beyond Blue Media, we appreciate the power and utility of ChatGPT, Midjourney, and other AI tools. However, we also understand the irreplaceable value of the human eye and human mind in producing high-quality and original creative content. This, after all, is the content most likely to appeal to your very human audience.
And when it comes to creative content, your company logo and branding are among the most important pieces. While AI tools show considerable promise in some branding ideas, they still fall critically short of a professional graphic designer in several important areas. Here’s why you shouldn’t rely on AI just yet to design your brand and marketing collateral.
Problems with AI Graphic Design
1. Generic Results = Lack of depth
Ask yourself: Do I want to look like everyone else?
AI tools rely on pre-existing designs and are trained to copy content that already exists on the internet, which results in logos or visual assets that lack originality and depth. How boring!
Since AI tools draw from publicly available sources, there's a high possibility your design will resemble or even replicate existing logos or projects. This diminishes your brand differentiation and takes away all of your competitive edge.
If you happen to get lucky, and AI creates a logo for you that is more unique, you can bet it will generate a very similar logo for someone else shortly afterward. *sighs*
2. Legal & Trademark Concerns
Trademark law requires your logo or slogan to be distinctive, original, and uniquely associated with your brand. AI-generated work falls short of these standards, increasing the risk of accidental infringement or rejection during the trademarking process. In essence, cutting corners is a shortcut to legal headaches!
No thank you…
4. Practical Limitations for Print & Scale
AI-generated assets are usually provided as raster files like JPEG or PNG, with only a few offering scalable formats such as SVG or PDF. Although some tools offer more advanced options, to ensure your design is scalable, color-accurate, and print-ready, it’s best to rely on a professional designer’s expertise to finalize the project, and maybe change it a dozen times––your wish is our command!
5. Lack of Strategic Brand Thinking
Sure, AI can generate basic visuals, but it doesn't understand your brand’s mission, audience, competitive landscape, or long-term goals. A professional designer dedicates hundreds of human hours to bring storytelling, heart, and soul to the design process. It sounds like a lot of work, because it is! But it is well worth it.
AI simply can’t replicate this dedication.
6. Inconsistent Branding Across Touchpoints
AI tools are often task-specific (e.g., logo generators) and don’t ensure cohesive application across digital, print, packaging, or social media. Designers can ensure your brand remains consistent in tone, style, and format everywhere it appears.
7. Limited Customization & Flexibility
Once AI delivers a design, customization can be difficult on your own. Especially without access to layered, editable files. Designers will always be there to help you, and can help you quickly if it’s their own work.
8. Poor Typography & Layout Choices
AI struggles with refined typography, spacing, and visual hierarchy. This results in awkward or unbalanced layouts that can undermine your brand’s professionalism and quality.
9. Ethical & Copyright Ambiguity
AI models are trained on vast datasets that may include copyrighted material. This creates uncertainty around ownership and originality, which can be a liability for businesses aiming to protect their brand and create content ethically.
10. Negative Reception
Related to the above point, many people don’t view AI-generated content in a positive light. Issues around ethical content creation could end up driving away business or even giving your brand a bad reputation.
Human Audiences Want Human Marketing
Your audience wants to connect with you on a human level, and that takes time, intentionality, and….you know, a pulse. The concerns listed above show that AI tools and graphic design are still not where they need to be. Collaborating with an experienced creative professional is still going to be leaps and bounds better than plugging instructions into an algorithm-powered robot and hoping for the best.
If you’re looking to leverage the power of human-centered marketing, Beyond Blue Media is the team to call. We’re constantly searching for the perfect equilibrium between human ingenuity, innovative digital tools, and the companies and audiences we work to bring together every day. Let’s talk about what we can do for you!
