I recently attended a meeting at my local Chamber of Commerce in Fremantle with a group of local entrepenurs.
Towards the end of the conversation someone announced he’d recently designed a logo for his business using A.I., how fantastic it was and how it only cost fifty bucks - everyone should do it.
It got me wondering.
Wouldn’t it be great if I could do that.
But despite over four decades as a graphic designer working on local, national and international brands.
I can't.
I’ve tried. Firefly, Mid-Journey and Dall-E, I've had a go, but never succeeded.
Once you get past the witchcraft of pixels formulating a shape with your name on it and actually analyse the abstraction before you, you will come to realise that it all feels a bit cliched and familiar - That’s because it is.
This is the problem with A.I. generated art and design is it references what has been done and is incapable of creating what can be done.
Don’t get me wrong, I think A.I is going to profoundly change our world. In fact I've been using it (Perplexity) extensively in researching this article. It’s just amazing!
It can provide me with all kinds of goodies for making an argument:
• The hidden pitfalls
• Lack of originality
• Inability to capture Brand Essence
• Potential Legal and Copyright Issues
• Lack of Contextual Understanding
• Limited Flexibility and Adaptability
• Absence of Strategic Thinking
• Lack of Emotional Connection... the list goes on.
But the one argument I didn’t find was on the question of value.
A DIY logo, fifty dollar logo, a five hundred dollar logo, a fifty thousand dollar logo, we can keep going (Steve Jobs once paid $1m for a logo. An exception I know, but he was a pretty exceptional guy).
Given that the humble logo carries so much responsibility as the cornerstone of your brand & marketing communications. I would at the very least, have a chat with a human before determining the value a well articulated logo can have to your business ambitions.
(Please note: The image presented here was generated in Firefly at my direction. Relevant, witty, charming even and cost no more than my Adobe subscription. At the same time just looks like millions of illustrations I've seen before.)
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