When it comes to logo design, Artificial Intelligence (AI) seems to be the future. With AI’s long list of impressive features such as predictive pattern analysis, advanced image recognition, and autonomous machine learning, that does not seem far from the truth either. But is that the reality?
Even though AI is growing in its reputation among business leaders as it has made countless operational tasks easier and even obsolete in various industries such as healthcare, finance, education, and transportation already; it is far too early to be under the impression that this marvel of the digital era will dominate the logo design industry as well. Here are three key reasons why.
For all its wonders, AI is pretty dumb-witted. If there is one thing AI is better than us at, it is pattern matching and even then it can only match the patterns it has learned and there is only so much the program can learn. After all, AI has a limited learning capacity as it works on a predictable and quantifiable algorithm. It can only do what it is told to do and only be as good as the complexity of data it is fed. It is apparent that a logo design company utilizing AI in its design process will only be able to access designs from a pre-programmed algorithm as well. This would result in logo designs that look generic, stale and similar to other logo designs one can find on the Internet. And, of course, no business owner wants a logo that represents their brand to look like it is mimicking some other brand.
Human brains, on the other hand, are not bound by rules. They can learn unlimited patterns and even match them in a way that most advanced AI algorithms will not be able to fathom. This way, a designer can be experimental, break the rules, pick up logo design inspirations from anywhere and put those into a design that is unique and ingenious. Keep in mind that it is a skill that has been honed by millions of years of evolution. Running a computer with codes and hoping it would somehow miraculously familiarize itself with these skills does not seem plausible.
An effective logo design is the one that never fails to represent its brand. Therefore, business owners looking for a logo design do not just want it to be unique, but also relevant. This is another area where machine learning runs aground. As mentioned earlier, the options to design a logo through AI are very limited; limited layouts, color schemes, fonts, images, navigation options, and other logo design components. This can mean that a business owner may never find the right option that accurately represents their brand just by answering a few questions and letting the AI decide the best possible combination of the chosen components based on their needs.
When working with a human designer, however, there are no options. Customers can engage with the designer in a direct line of communication and explicitly let known their needs and demands. After getting all the inputs from the customer, the designer can easily conceive a logo design that is relevant to the business’s nature of services and culture. AI-based logo design tools can never provoke the human emotional connection in a way a human logo designer could – and that is a fact.
Creating logo designs is an art, but AI-based logo design software turns that into science – and not in a good way. The way AI works is by gathering billions of data point and making sense out of it all. No doubt, this makes the whole design process more efficient, but it also makes it more standard and mundane, meaning that the customer is less likely to have a personalized user experience with no human empathy and emotion to rely on.
With a professional logo designer, however, the world is an oyster. Customers can get a tailor-made user experience and have someone personally guide them through the entire process. The ability to connect and build trust is something that AI can never achieve regardless of how advanced its algorithmic program gets.
So, what can we make of all this? AI, in its current form, is quick, simple and efficient, but just not on the mark. Perhaps sometime many years in the future, it will catch up with a human designer’s ability to define how a logo is designed— but in the meantime; developing a AI-based design tool that is not plagued with imperfections and can pass as a human designer, let alone rival one, is a long way off, if not impossible.