Why I don’t use AI for logo or brand identity design — and why you shouldn’t either.

There’s no shortage of AI tools out there claiming to generate logos in seconds or spin up full brand identities with the click of a button. They’re fast, they’re flashy — and they’re everywhere. And they're a bit shit.

But here’s the thing: design isn’t just decoration. It’s communication. It’s strategy. It’s emotion. And that’s something AI can’t replicate.

As the founder of atom, a creative studio based in Scotland, I’ve been building brand identities and logos for over 20 years. I’ve worked with startups, global brands, and everything in between. And not once have I handed that responsibility over to a machine.

Here’s why.

Design That Connects Starts With People

A logo isn’t just a graphic. It’s a first impression, a signal of trust, and a shortcut to everything your brand stands for. That requires more than a nice colour palette or trendy typeface.

Great design comes from understanding — your audience, your story, your goals. It’s shaped by culture, emotion, and instinct. A human designer can feel when something’s off. AI just follows instructions.

Every one of my project begins with conversation — not prompts. I take time to get under the skin of your business, listen carefully, and shape a creative direction that fits you, not a generic template.

AI can imitate — but ut can’t imagine

AI tools are trained on what’s already out there. They remix, rehash, and reproduce. That might be fine for placeholder visuals or internal mock-ups — but when it comes to building a brand identity that’s distinctive, meaningful, and built to last?

You need originality.You need critical thinking.You need emotional intelligence.

You need a human.

Tools don’t make the work — People Do

I’m not anti-technology. I use plenty of tools that help streamline the creative process. But AI isn’t a replacement for creative thinking — it’s just another tool. And it’s only as good as the person using it.

When I design a logo or a brand system, I’m not just making it “look good.” I’m making sure it aligns with your values, connects with your audience, and holds up across every touchpoint — from a business card to your website to a billboard.

That takes nuance. And that takes time.

Want a brand identity that actually means something?

If you’re looking for a thoughtful, human approach to brand design — one that’s rooted in clarity, emotion, and craft — I’d love to hear from you.

I’m not here to mass-produce. I’m here to create design work that lasts. No shortcuts, no gimmicks — just strong ideas, executed with care.

Want to chat about logo design and branding? Contact me here