Logo from a neural network: why it’s not as good as it seems

Logo with AI - easy! Texts, pictures, analytics - everything goes into smart neural network algorithms. In general, artificial intelligence will soon take away the work of designers, social media managers and copywriters. This is how bloggers have been shouting from every voice for the last couple of years for the sake of greater coverage. And how many courses are offered on studying neural networks and working with them.

What could be easier than creating a logo? I told the neural network about my business, chose a style - and voila - the logo is ready! And now they have generated several options for you to choose from. You can immediately order a sign and print it. A win in all areas and maximum savings: no need to fill out a brief, pay an agency, or make changes with a designer. 

But is this really so? Does working with neural networks allow you to complete all design tasks? And what pitfalls (and maybe boulders) are hidden in the design of logos from a neural network? Let's figure it out now.

What work did neural networks take on?

Neural networks are actively used in various fields. Businesses simplify work processes by delegating routine and introducing smart chatbots.  

Artificial intelligence takes care of generating pictures, writing texts and analyzing data. AI provides designers and marketers with inspiration. He will offer several variations of drawings and texts for each audience segment.

For example, a neural network helped create some of the images for this article. Five minutes of time, and bright pictures attract the attention of readers. 

But there are tasks that artificial intelligence cannot perform adequately. Creating a logo using AI will most likely not lead to success. AI draws logos rather superficially, without delving into the philosophy of the brand and the psychology of the target audience. 

Let's take a closer look.

Taste

Neural networks, unlike experienced designers, have no taste. They can create a logo, but they cannot evaluate it. Is he good? Is it unique? Will it attract attention? Does it fulfill its functions? Did you reach the target audience? You will have to answer these questions yourself.

The basis of a corporate identity is not only visual appeal, but also a deep understanding of the brand philosophy. Broadcast through the mission and values ​​logo. An experienced designer takes these aspects into account and studies the product and brand personality. The neural network relies on templates and statistical data and cannot sense the essence of the brand.

Resolution

Have you heard about raster and vector graphics? In short, it is a way of creating and storing pictures. Raster illustrations consist of dots, and vector illustrations consist of lines defined by a mathematical formula.

If you enlarge a raster image, it breaks down into pixels. And vector looks great in any size. 

Most neural networks create raster images. AI logos blur and look bad on large banners, letterheads, and products. That is, they lose quality when printed. They can be converted into vector format, but this will require a designer who knows how to work in professional programs.

Versatility

However, the logo should look good everywhere, not just from a pixel point of view. No one has canceled aesthetics and “readability”.

The logo should be readable both on the sign, and on the curved packaging of the product, and in a small, small avatar on social networks, and on the company’s letterhead. Both in color and black and white. And on black, and on white, and on a colored background.

Artificial intelligence cannot provide for such nuances, and you may get problems when using the logo.

It's different with an agency. For example, after creating a unique magic logo children's online school "Logwarts", our designers thought through and demonstrated how it looks on notepads, business cards, bracelets and signs.

Easter eggs, references and meanings

You know that feeling when you look at a logo for the first time and suddenly start smiling? Because there is something familiar about him. Or because he is inventive and resourceful. Or because it evokes nostalgia or rhymes amazingly.

So, AI is not yet capable of creating such a logo. The neural network has no sense of humor, it has never watched cult films, does not know catchphrases and does not understand wordplay. Therefore, the AI ​​cannot include Easter eggs and references in the logo that create a wow effect.

So far, only “living” designers can do this. For example, ours. They used a play on words to create the logo for the trendy tanning studio Chika Fried. Chika is translated from Spanish as “girl” and is consonant with the English chicken - “chicken”. So the symbol of the company became a confident, proud bird that stands firmly and evenly.

Is artificial intelligence capable of drawing such an interweaving of meanings?

Creating a logo requires understanding the deep values and advantages of the company. When creating a logo from a neural network, you should understand that algorithms cannot replace human perception and creativity. Today they are just assistants to the designer.

Generation errors

Have you seen how AI draws fingers? Unfortunately, this is not the only thing that is not given to him.

Errors may not be so critical, but noticeable. Unfinished details, unnecessary elements, substitution of some objects for others. All this can be fixed, but it will require a designer.

A logo with the help of AI is not able to go beyond the knowledge of this very AI. Detailing, deep understanding of the subject, narrow specificity and novelty are not yet subject to such programs.

Combination with other elements of corporate identity

A logo does not exist on its own. It usually lives along with the name, brand colors and fonts. Ideally, all elements should be harmoniously combined and complement each other.

The basis of a corporate identity is not only visual appeal, but also a deep understanding of the brand philosophy. Broadcast through the mission and values ​​logo. An experienced designer takes these aspects into account and studies the product and brand personality. The neural network relies on templates and statistical data and cannot sense the essence of the brand. 

Therefore, to create a corporate identity for a brand, you will have to contact a studio or look for a designer.

Copyright

Today, lawyers and creative agencies argue about copyright. There are two questions on the agenda: 

1. Who will have copyrights to logos, designs and texts generated by neural networks. A person or a neural network and its creator?

In many countries there are no regulations and laws that regulate controversial situations and their resolution. Russian law recognizes authorship created only by man. This means that the AI ​​logo may not have legal protection.

1. Is plagiarism possible and how to control it?

Neural networks use existing data and adapt it to the request. It is possible that when creating a logo through AI, elements protected by copyright will be used. Such moments can play a cruel joke on companies and lead to legal problems. 

We will keep an eye on this issue, because the field of AI is developing at the speed of light, and sooner or later legislators will have to address it. In the meantime, you should exercise caution and consult with lawyers.

Opportunities and prospects of a neural network

Let's not deny that the use of neural networks will only expand. Including in the field of developing logos from artificial intelligence. 

AI-based services are already helping in finding the right audience for a specific product. News feeds and social networks adapt to our interests. Brands are successfully using smart algorithms to increase sales. A ton of content, scripts, website prototypes and target audience and market analyzes are generated. 

Of course, all information needs to be double-checked and updated. But! Algorithms learn very quickly. The AI-generated video a year ago and the video now are heaven and earth. Some companies create their own neurons and train them to suit their tasks and style.

Yes, now neural networks are pretty bad at generating logos with text. But most likely, they will learn to do this in the near future. Perhaps programs will be able to recognize cultural traits and individual needs. 

The help of artificial intelligence is tangible and will only increase. On the other hand, it is difficult to replace a person 100%. It is the person who is passionate about the idea, conveys the mission and sets goals. It is a person with his imperfections that moves the brand and its products. It is extremely difficult to replace a designer as long as he is thoughtful and creative. Intuition and a deep understanding of human values ​​are something that cannot yet be replaced.

Conclusion

Yes, AI can help generate a logo. But whether he will be able to fulfill his functions is a big question. You will need a designer, at a minimum, to redraw it in a universal vector resolution, correct generation errors and select the appropriate font and corporate colors.

And if you want your logo to work to its maximum—to evoke emotions and be memorable—you should turn to a professional team for help. For example, in our agency, not only designers, but also marketers participate in the creation. They analyze competitors and trends and help you create a logo that is much more than just a picture.

If you want a logo that will attract attention and customers, fill out the brief.