AI Driven Logo Design

I just completed a new logo design that was a new process for me. The client wanted it to be steered by AI analysis but couldn’t get the AI to draw it well enough. So he asked me to modify the art and the three of us worked together (Me, the client, and the AI). I’ll explain the steps in the caption of each image.

This is the final logo. It’s for a high-end, luxury vacation rental property in Oregon. “Clients don’t mind spending more if they know they got the best option.”

This is how the project started. The AI suggested a single ponderosa tree and said adding a line underneath would help it look like a luxury brand. The AI drew the tree but couldn’t figure out how to add a line underneath (yet). So I took its tree and added a line. I don’t normally provide this many options because I’ve learned to avoid putting clients into “option paralysis”. But I knew the AI wouldn’t have the problem, so I sent a bunch over and let it choose what it liked best. I tried shortening the trunk and removing the trunk.

The AI suggested the font and said to use ALL CAPS.

The client asked me what I thought and I said “this looks like cheap clip art to me”. He agreed. I had very little confidence in the AI at this point.

It turned out that he had prompted the AI incorrectly. He told it that the primary goal was “Alpine” and a secondary goal was “luxury”. He reversed the prompt and we agreed that we should look at pine cones rather than trees because of the compact shape. I drew pinecones in a bunch of different styles and said the circled version was the most luxury oriented style. The AI overwhelming agreed with me.

These two logos were put into the prompt as controls. They are for high end luxury hotels. Based on the controls and to better align with luxury branding, the AI said that I should modify my preferred version with some line variation.

Here are bunch of samples with different variations in the line width and some gaps. The client also thought that it should appeal to women more than men (because women are usually the ones handling the booking). So I feminized two versions.

I said the the circled version was the one that best fit luxury and femininity. The AI and the client both agreed with me separately. (it was at this point that I gained confidence that the AI could give expert level analysis, you know, because it agreed with me 😀 )

Here is a chart the AI created to grade each version based on different criteria. 1 is the lowest score possible 7 is the highest score possible. CA and CF are the control logos so we could see how they would rank.

Here’s some further analysis. It gave each logo an overall pass or fail grade.

There was a 20 page document produced each time we ran options through the AI.

The AI created its own focus group with different characters. Each character provided longer quotes and then the AI created a synopsis of their feedback. Getting a focus group involved is expensive. Who knows if this is actually what real people in these demographics would say but it’s interesting.

Next we added the text to the logo with fonts that were recommended by AI. It suggested opening up the spacing on the letters. It liked this one the best but also gave high marks to the first two. The client liked the first two the best.

The AI also suggested a charcoal and bronze color to use.