Creating a Brand Identity with AI

In our inaugural MIDAS experiment, we tackled a crucial element of brand identity: the logo. But with a twist – we handed the reins over to AI!

What We Needed

To see if logo generation tools could create something unique, dynamic, and truly reflected the MIDAS brand. We wanted to understand their capabilities and how they matched up against the talents of a human-generated graphic design.

What We Asked

We tested seven different logo generators: BrandMark.io, DavinciAI, Design.com, Fiverr, GoDaddy Airo, Logo AI, and Looka. Each platform has prompts to guide the process, often with multiple-choice options rather than open-ended communication, limiting our ability to convey MIDAS’s unique personality through the available options.

(We kinda missed the human collaboration.)

The Results

The AI tools produced a variety of concepts – check them out below. From our perspective, while some were aesthetically pleasing, there was an overall lack of the feel of the brand identity. This was in part due to restricted editing options.

The Takeaways

Strengths:

Affordability and speed were clear advantages. Many tools allowed us to explore options before paying, and all came in under $100 with varying download formats. This could be a good option for quick, inexpensive event logos for associations.

Weaknesses:

Capturing brand uniqueness proved difficult. The limited prompts and editing options made it challenging to convey the specific nuances that make a brand "feel" like a brand.

Depending on the subscription level, many logos were offered as PDF only, while vector files are often essential for real-world use. A greater the need for specialization and creativity corresponds to a notable increase in fees. In some instances, the platforms offer the use of their staff designers for effective customization.

The Investment

Most tools had a freemium model, allowing you to explore the platform before committing. Prices varied depending on download options, but all fell under $100 (whether one-time purchase or monthly/annual subscription).

Key Takeaways

Prompting is Key: Success with AI logo generators relies heavily on your ability to effectively guide the tool using the limited prompts provided.
Embrace Generality (or a Human Touch): If you choose to use an AI logo generator, be prepared for a more generic aesthetic or invest in a human designer's expertise to capture your brand's true essence.
AI Isn't a Replacement, It's a Tool: While AI logo generators have their place, particularly for quick, simple needs, they can't replicate the nuanced creativity of a skilled graphic designer.

The Verdict

Looka stood out for its editing capabilities and download options. However, for a brand identity that truly resonates, a human designer's touch remains unmatched.