Are AI Logo Generators Going to Replace Human Designers?

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Pros & Cons of an AI Logo vs Hiring a Designer

Why an AI Logo Generator Can’t Compare to a Human Designer

You need a logo fast and, preferably, cheap. So, you instantly google ai logo generator and find many places to get a logo cheap or free. But is this really a smart idea?

Graphic design
July 1, 2022
12 minutes


There’s no shortage of data that confirms just how vital logo design is for business branding. But can you expect the same level of quality with an AI logo generator as with a professional designer? Let’s explore.

There’s no shortage of data that confirms just how vital logo design is for business branding. But can you expect the same level of quality with an AI logo generator as with a professional designer? Let’s explore.

A logo is often called the face of a brand because it’s the first thing many people recognize about it. However, a logo is much more than that. It’s a visual representation of your brand’s identity and a foundation for the success of your business strategy.

Let’s look at a few eye-opening logo statistics:

  • 60% of people will avoid a company with unattractive logos regardless of how great their reviews are (Study Finds);
  • 75% say logos are the most recognizable brand identifier (Renderforest);
  • 50% of people are more likely to buy from brands whose logos they recognize (Study Finds);
  • brand loyalty is worth ten times more than a signal purchase (Venngage).

So, logos build customer loyalty and, by extension, increase profits. However, logo design cost is among the highest for a single graphic design project. Moreover, many customers get frustrated since logo design costs range from 0 to tens of thousands of dollars.

Wait a minute, 0 dollars? Yes, you heard it. Completely free (or almost free) logo designs are usually found with online logo makers that use AI, such as Tailor Brands or Wix logo maker. So, what is AI logo, anyway? These days, the term usually refers to logos created by artificial intelligence (AI) based on your input.

It’s become a very popular way of creating good-looking logos for little money. Many bloggers, content creators, and small business owners turn to this option as an easy way to get that one piece of design without which no business or professional can survive.

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How does logo generator AI work?

Usually, it’s a matter of a few clicks. AI works by learning, so instead of simply choosing what elements to put into your logo, you are often given choices. This helps AI software to understand your style and preferences, and create a logo based on that.

To give you a better idea of how it works, I’ll walk you through the process of creating an AI logo with a famous logo maker AI from Tailor Brands.

First, you need to type in your business name. You can also add a tagline if you want. I’ve chosen “Nike” and “Just do It” so that I can compare the end result to the actual brand logo.

tailor brands ai logo 1.png

Next you need to select what your offer is. You can choose from: physical goods, services, leisure and hospitality, original content, technology and software, or other. In this case, I’ve obviously chosen physical goods.

tailor brands ai logo 2.png

Then, you need to specify your industry and provide more details about your brand. I’ve copied part of Nike’s mission statement: “Our mission is: To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

tailor brands ai logo 3.png

Now you need to choose the type of logo you want. Tailor Brands offer 3 options, text, icon, or initials. Different logo makers sometimes skip this step and provide options for different logo types.

To be fair, both approaches have their downsides. Too many options mean the results will be less focused. A single logo style might prevent you from thinking outside the box and creating something unique.

Following Nike as an example, I chose icon-based in this step.

tailor brands ai logo 4.png

The next step is where AI logo design gets tricky. The software asks you to choose between geometric shapes or select an icon to your liking. You can already see the downside, right? If you’re not a designer, it can be challenging to determine at this stage what might be a good fit for your brand.

But I played along and chose a few check mark icons that looked similar to Nike’s swoosh.

tailor brands ai logo 5.png If you’re unsure how does logo generator AI work, this next step sums it up. Basically, you need to choose different styles you prefer over others to help AI understand your preferences. I chose 3 styles that seemed closest to Nike’s brand.

tailor brands ai logo 6.png

And voila! While there were several other designs, here’s the one that looked closest to the actual brand logo. At first glance, the logo maker did quite well.

Let’s compare the custom “swoosh” sign to this checkmark. The latter has a childlike quality (it reminds me of finger painting) that simply doesn’t work for the brand.

tailor brands ai logo 7.png

And here are a few other less successful examples. I would say that, again, they have a sort of childish quality that doesn’t quite fit with the brand’s insistence on high-performance sports apparel and equipment.

tailor brands ai logo 8.png

tailor brands ai logo 9.png

This example shows perfectly the pros and cons of AI logo generation in practice. While you may come up with something decent, perfection is challenging to achieve. Moreover, remember that I’ve created this example with a model in mind. Imagine how difficult it would be to do the same with just a vague (or no) concept in mind.

But let’s go a bit deeper and actually explain the benefits and disadvantages of AI generated logos.

Benefits of AI logo generators

Now that you no longer have to google “what is AI logo,” it’s time to discuss the benefits of this contemporary method of getting a business logo.

Is it possible to get a quality logo with AI generators? Yes. But where this option really shines are “passable” logos that cost next to nothing. Let’s look at the main benefits of an AI generated logo.


1. It’s cheap

Logo design cost is notoriously hard to grasp. Some famous logos cost tens if not hundreds of thousands of dollars. Other iconic logos, such as Coca-Cola and Google, cost nothing. How is that possible?

Sometimes you can get lucky, and sometimes a knack for design can help even non-professionals develop something excellent. As far as AI logo generators go, prices usually range from $20 to $100, which is still relatively cheap for a logo. In comparison, professional logo design costs between $300-$1,000 on average

So, if you run a local business that’s tight on budget, this is definitely a major pull factor for AI logo generators.

2. It’s fast.

Nobody likes waiting for design, and logos are no exception. A professional designer will need days, if not weeks, to provide an idea. If you decide to take things into your own hands, you might have a logo in minutes.

Granted, speed is usually not the most critical factor in logo design (unlike ads or other designs you might need ad hoc). However, this is the category where AI logo generators have no competition.

3. Lots of variations

In an ideal world, anyone starting a small business has done a thorough research and developed a clear art direction for their logo and branding. Unfortunately, this isn’t always the case.

Many people turn to AI logo generators precisely because they don’t know what they want exactly. Even the stage where you have to choose between different options is a valuable opportunity to get some ideas.

Moreover, these logo makers will usually provide more than one option (usually, at least 3-5 are somewhat in line with your needs). So, even if you want to flesh out a more definite concept, logo generators are a great address to start from.

Why shouldn’t you hire a designer?

So, if designers are so detail-oriented and creative, why the need for AI logos anyway? Let’s look at some of the challenges of working with designers.


1. It’s expensive

This is a point we’ve mentioned several times already. Why would you pay several hundred dollars if you can get a logo for free or well under $100?

Another thing that puts off prospective graphic design clients is that this is just a single design project at the end of the day. Your graphic design needs may start with a logo, but they certainly don’t end there. So, it can be somewhat counterintuitive to splurge so much on a simple graphic

2. Styles can be limiting

We’ve already discussed the limits of AI generators’ creativity. However, humans also come with limits to their own creativity. When design is concerned, this is usually a matter of style.

Each graphic designer has a style that’s often evident in their work. A skilled designer will know how to adapt their style to the needs of the client and the requirements of the project. However, thinking outside the box can sometimes be a real challenge if the project is far beyond the scope of what they’re familiar with.

3. It can be slow

Speed of delivery is another point we’ve touched upon. If you can get a logo in minutes, why wait days or weeks?

The design process can sometimes be unpredictable, especially if you work with freelance designers. Logos often require numerous iterations and several brainstorming sessions. So, it can be hard to predict when the final result will be ready for use.

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Danica Popovic

July 1, 2022

Having lived and studied in London and Berlin, I'm back in native Serbia, working remotely and writing short stories and plays in my free time. With previous experience in the nonprofit sector, I'm currently writing about the universal language of good graphic design. I make mix CDs and my playlists are almost exclusively 1960s.