Core77

Tailor Brands' AI Designs Logos and Doesn't Do a Horrible Job

By Emily Suzuki - July 3, 2018

in Visual Communication | Tech | Design Business

We've reached a moment in time where everyone is beginning to consider the ways in which AI and robots could take over their jobs in the near future. Luckily, robots don't quite have a knack for human emotion or creativity yet, so for the most part, design jobs are still in the safe zone. Tailor Brands, however, is on a creepily accurate track with their AI logo and brand identity design system.

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Through a series of basic questions, Tailor Brand's AI attempts to formulate the perfect logo for your company. Naturally, I decided to test the free version of the system with Core77's name and description to see what would happen. The system starts by asking what type of company you're working on and requests a brief description of the business for more accuracy.

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Next, the prompt asks you what style of logo you're looking for—icon-based, name-based or initial-based. I selected name-based for Core77.

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The final stage in the logo generation process is answering a series of typeface preference questions. Generally more curly, elegant typefaces are presented against more clean, modern ones. I went with the more modern ones because script isn't our blog's vibe.

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After the type style questions, the system generates a few sample logos, business cards, website and mobile site options.

Option 1:

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Option 2:

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(These are just two of the free options. You can, of course, pay extra for more detailed ones.)

Well, it's clear the system recognizes current logo trends around the web. I ran a couple more free tests after this one, and it seems like many of the options are simple, yet stylized with trendy shapes and typefaces.

The results are trendy, but nothing we haven't seen before. The only scenarios I could see Tailor Brands working well for is for smaller businesses that just need one logo and don't want to put in the time, back-and-forth communication and cost that comes with a human design team. Or, as a preliminary step for non-design-minded business owners to figure out a branding direction they're interested in before seeking human help. I only tested the system for Core77, so please share your results if you decide to see what logo the system would generate for your company.

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Derek Kimball

6 years ago

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I have to disagree that the logos generated by Tailor Brands are "creative" and "not horrible". The results from my mock company tests were ugly, boring, unmemorable, and non relevant.

I understand that you're recommendation of these tools are for companies who don't have the funds to hire a designer, but based on the awful results I experienced, I would recommend anyone wanting to revamp their logo to hire a cheap designer for $200 (or even less), or consider a pre-made stock logo site (human created stock logos). I can't imagine the results could be any worse.

If a company can't afford a $200 logo in an age where branding and perception means just as much as the product or service itself, then maybe they should reconsider the business all together. Or maybe just save up a few dollars until they can afford to hire a cheap designer.

A logo and brand identity is a foot in the door, and often times the first thing a customer sees when introduced to your company or brand. When I see a cheap logo, it tells me the business doesn't have an attention to detail, is hurting for money, and makes me wonder if they also skimp on the quality of their product or service. I'm sure I'm not alone with this sentiment.

I mean not to knock your review, and I agree that maybe this is a useful tool for someone just starting out. Though I honestly think anyone would be much better off having a human design their logo. There are many newbie designers who are just starting out and are willing to take on low cost projects to build their portfolio. Or even the purchase of a stock logo would be a better option.

The benefit of hiring a cheap designer over AI is you can have at least some element of customization. I find it odd that a design website would recommend a tool like this to it's readers.

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Ara Shimoon

6 years ago

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I agree with you Derek. These services only push mediocrity and, as they gain popularity, I imagine that logos will all begin to look the same. I feel like if you wan to go 'cheap', you're also okay with going with 'forgettable'.

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