“Chat, Make Me a Logo.” – The Value of Quality Branding and Originality in an Artificial Landscape
With the rise of widespread accessibility to design software, from Adobe Suite to Canva, the role of trained design professionals has become increasingly undervalued. It is often perceived that if anyone can download Photoshop, then anyone can design a logo, right?
Perhaps, but ensuring the logo effectively connects with your audience and fulfills all needs is an art and a science mastered by professionals. With the surge of Artificial Intelligence (AI), producing an authentic brand with originality should be a concern as the end-user wants to be sure that what is created communicates the right message.
In today’s market, we can’t avoid technology such as AI so why is it important to invest in professional design services and what role should AI play in this space?
Why Invest in Professional Services
Professional graphic designers are trained in principles of design such as typography, color theory, and hierarchy that work together to communicate your brand clearly and effectively. These aspects of design heavily influence the perception, engagement levels, and emotional response to your brand, requiring designers to be adept at both understanding target audiences and designing for their interests.
Connecting With Your Audience
Good branding inherently reduces risk by delivering an enduring presence to your audience. A versatile logo ensures consistency with a variety of uses and media, whether blown up on a billboard or scaled down on a social media profile. A strong, well-researched logo gives audiences a brand they can rely on to provide products or services associated with certain cultural values or a level of quality. Consistency builds trust, transforming the brand into a relationship rather than a transaction and a critical component in gaining loyalty.
The Role of AI
The presence of AI in the professional world is inescapable but understanding and regulating the role it plays in the design process is key to navigating a successful brand.
Brands are multifaceted and unique in character. While a logo may be inanimate, the human characteristics associated with a brand, known as “brand personality”, are what energize the design into something that resonates with people. Whether depicting the daring spirit of Red Bull or the sincerity of Dove, a brand builds upon irreplaceable human experiences and perspectives that translate into value for the audience.
AI in Brand Personality
Considering brand personality, AI is best used in the design space as a tool for designers to augment their process, not replace it. Just as designers adapt to new software updates in Adobe, AI is an instrument to incorporate into mundane processes to allow more time for creativity. Designers are accomplishing this by integrating AI into the early stages of their process, utilizing it for ideation and visualization.
Instead of spending countless hours sourcing the perfect concept photo, AI can illustrate a custom image in seconds. Designers can then take these concepts to a professional finished product with the application of expertise and creativity. Although AI cannot fully replicate the experiences and inspiration designers utilize from their life, it can assist in streamlining the extensive design process.
Moving Forward Creatively with AI
Technology is running at a fast pace and in some instances relying on tools such as AI can be helpful to “set the stage”. However, we should not lose sight of the human component in design and people designing for people provides insight that may be lost if simply generated by a computer.
Learn more about EDG Creative’s branding services.