Why AI still can’t do our job (and probably won’t, for now)

Yes, AI makes logos. And also cat pictures in Studio Ghibli style. But to design — really design — not yet.

Don’t be fooled by TikTok tutorials promising a “professional” logo in 30 seconds. Maybe it’ll work for a PowerPoint slide, but if you want a brand with soul… then you need a designer (or a few) behind it.

Here’s why:

AI generates graphics, but it doesn’t create brands

It can spit out a random logo that looks trendy, but it doesn’t know who it’s for, what you want to express, or the “why” behind your brand.

It’s like asking a slot machine to design the visual identity for your startup. Lots of color, lots of noise… but zero strategy.

It doesn’t have taste, it has algorithms

AI doesn’t know when a logo is too busy, too simple, or too “Canva-like”. It mixes patterns, shapes, and colors it finds online and hits generate.

But it has no visual culture, no typography knowledge, no understanding of current cultural context. We do.

It doesn’t connect with humans

When we design, we listen to the client, understand the business, read between the lines and spot that tiny detail no one else notices.

AI? It doesn’t know that when a client says “I want something simple”, they actually mean “a 3D dragon with a gradient from hell” (okay, not always — just making a point).

AI doesn’t manage a creative brief. Or an indecisive client.
We do. Therapy included in the quote.

It doesn’t see the big picture

A brand is not just a pretty logo for Instagram. It’s a visual system — a coherent identity that works across social media, websites, business cards, t-shirts, packaging… whatever we imagine.

AI gives you a JPEG or PNG. And that’s it.
We give you a brand with structure, meaning, and a full set of usable assets.

It doesn’t take risks or break the rules

AI works with what already exists. It can’t invent, reinterpret, or consciously break the mold.

The ideas that make history — the ones that make you say “damn, that’s brilliant” — don’t come from an algorithm. They come from a tired brain, with a cold coffee in hand and a folder open with 37 failed versions.

AI is a tool, not a creator.

If you want a quick, cheap, soulless logo — sure, go with AI.
But if you want to build a brand with personality, purpose and long-term vision… talk to us (or any designer who loves their craft).

And remember:
AI will never ask “How do you want your brand to feel?” — it will just say how good your prompt is.