#HTE

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

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. 

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. 

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.

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.

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

Option 1:

Option 2:

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

I prefer our current logo, but these aren’t horrible. 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. Tailor Brands’ AI isn’t necessarily creating any new design elements we haven’t seen before (squares and bubbly fonts are used all over the place), but it’s clear the system’s algorithm recognizes current type and shape trends seen around the web. 

The results are trendy and creative, but not quite as creative as human graphic designers, which is comforting. However, I could see Tailor Brands working well 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.