December 10, 2025
AI-generated logos have exploded in popularity over the past year. With tools like Midjourney, DALL·E, Ideogram and logo-specific generators, it’s easier than ever to type in a prompt and receive a handful of shiny brand marks in seconds.
But the real question business owners are asking in 2025 is this:
“Should I use AI to design my logo?”
As a design agency in Christchurch, we’re hearing this more and more, especially as AI becomes a bigger part of the local business landscape. Our owner, Abby Vanner, has attended several AI presentations around Ōtautahi this month to understand how local businesses are adopting AI and where the opportunities (and risks) really lie. What’s clear from those discussions is that AI is becoming a powerful tool, but it’s not a replacement for strategic, human-led design.
So let’s break it down.
What AI Does well in logo design.
AI tools are undeniably impressive, and they do offer some legitimate benefits:
1. Speed - If you’re brainstorming or stuck for inspiration, AI can generate hundreds of visual directions in minutes.
2. Exploration - It gives you unexpected ideas you might not have considered, which are great for moodboarding and concept discovery.
3. Cost-effective ... initially - If you’re a solo startup with no budget, AI can provide a starting point to visualise what your brand might look like.
4. Useful for Early-Stage Ideation - Many designers (including us!) use AI behind the scenes to spark ideas or test visual approaches.
AI is a brilliant tool for part of the design process.
But that’s where it stops.
Where AI falls short
While AI can generate visuals, it cannot yet replace genuine branding work. AI is incredibly powerful, but lacks a design eye and the ability to critique from a truly human lense.
1. AI can’t understand your business strategy
A brand is not a pretty mark; it’s a system that expresses your business strategy, audience, positioning and personality.
AI doesn’t know:
- What makes your business different
- How you want customers to feel
- Where your brand will be used
- Which visual elements will still make sense in five years
That’s where an experienced designer or agency still makes all the difference.
2. Inconsistency is a real problem
AI struggles to create a logo system, like different lockups, typography rules, colours, iconography. You might get a one-off image you like, but you won’t get a cohesive identity that works everywhere.
3. Trademark + copyright issues
Most AI tools generate images based on patterns from millions of visual sources. That means your “unique logo” may unintentionally resemble something that already exists.
This becomes a real issue when:
- Registering trademarks
- Working in competitive industries
- Scaling the brand in the future
A legally safe identity is vital.
4. Practicality and refinement
AI often produces:
- Impractical shapes
- Overly detailed marks
- Weird spacing
- Odd colour combinations
- Icons that fall apart when small
Designers ensure your logo actually works everywhere e.g. signage, website, social media, packaging, and more.
5. No human insight
Good branding is rooted in psychology, emotion and storytelling. AI can mimic style, but it can’t understand meaning.
