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  • Writer's pictureJames Grand-Scrutton

The Importance of Human Touch in Business Branding: Why AI or Online Logo Makers Fall Short

Updated: Sep 21, 2023

I'm writing this blog after going to two networking events in two days, where the topic of AI was bought up by multiple people... myself included. I was watching a TikTok, it was someone explaining how to start an online business in 2023, they made some decent points, and made a lot of sense until they got to the branding portion of the video. The creator suggested using an AI or online logo maker, as it was cheap and quick. Now as a professional designer, the thought of someone using these for their business branding is scary. It was good to see some support in the comments saying to use a professional designer as it's much better, but also a lot of comments agreeing with them.


In today's digital age, businesses face the constant need to establish a strong and memorable brand identity. As a result, many entrepreneurs and small business owners turn to AI-powered solutions and online logo makers in an attempt to streamline the branding process. While these tools offer convenience and accessibility, they often fall short of capturing the essence of a brand and fail to deliver the impact that human creativity and expertise can achieve.

In this blog post, we explore the limitations of AI and online logo makers and highlight the significance of embracing the human touch in business branding.

One of the primary drawbacks of AI or online logo makers is their limited ability to produce original and unique designs. These tools rely on pre-existing templates, stock icons, and algorithms, resulting in a lack of creativity and individuality. A generic logo or brand identity fails to set a business apart from competitors and leaves a forgettable impression on potential customers. In contrast, working with a human designer allows for customised solutions that reflect the unique qualities, values, and vision of a brand.

An AI or online logo maker typically lacks the critical eye and attention to detail that human designers possess. Minor flaws or inconsistencies in a logo can harm a brand's credibility and professionalism. A human designer can meticulously refine every aspect of a logo, ensuring that it meets the highest quality standards and conveys the desired message accurately. Additionally, human designers can provide valuable insights and recommendations throughout the design process, guaranteeing that the final result aligns with the client's vision.

AI algorithms and online logo makers lack the ability to comprehend the intricate nuances of a business, its target audience, and the market it operates in. Effective branding requires a deep understanding of the company's values, mission, and goals. Human designers possess the capability to interpret and translate these elements into visual representations that resonate with the intended audience. They can capture the essence of a brand's personality, ensuring that the logo and branding materials communicate the desired message effectively.

As businesses evolve, so do their branding needs. An AI or online logo maker may offer limited customization options, making it challenging to adapt branding materials to changing market trends or shifting business strategies. Conversely, human designers can provide the flexibility required to refine and adjust branding elements as a business grows, ensuring consistency and relevance across different platforms and marketing campaigns.

While AI and online logo makers may seem appealing due to their convenience and cost-effectiveness, they ultimately fall short when it comes to creating a strong and memorable brand identity. The human touch in business branding offers an unparalleled level of creativity, originality, adaptability, emotional connection, and attention to detail. By working with human designers, businesses can craft unique brand identities that capture the essence of their vision, resonate with their target audience, and stand the test of time.

Embrace the power of human creativity and expertise to create a brand that truly represents your business's values and aspirations.

If you're in the process of starting a business or just feel you need to rebrand, contact us and let's work!

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