AI in Brand Design
AI in brand design refers to any way artificial intelligence is used as part of the creation of a brand, from research through to execution.
What is AI in brand design?
AI in brand design refers to the use of artificial intelligence, generative models, algorithms, and machine learning as part of how a brand is researched, designed, or delivered.
While no substitute for the creative judgement of humans, AI tools can help teams supplement or offload manual processes to open up more creative avenues. A designer may use AI to envisage what they otherwise couldn't, or a strategist might use it to close a knowledge gap quickly, for example.
Used without any critical thinking, AI can flatten a brand's perspective until it's no different from the average. In the right hands, it can make a meaningful difference in how a brand looks and feels in the eyes of its audience.
Where is AI most effective in brand design?
Research and insight
Analysing large volumes of consumer, competitor, or cultural data to spot patterns a manual process would take much longer to find.
Creative ideation and concepting
Using generative tools to explore directions quickly, treating them as a starting point for human judgement rather than a replacement for it.
Production and asset creation
Speeding up repetitive production work such as resizing or retouching, so designers can focus on the creative challenges only they can solve.
Brand governance
Building guidelines with AI compatibility in mind, so that in-house brand teams can create with their own AI tools without compromising the integrity of the brand.
How AI in brand design works in practice: Ideogram
The age of AI is here. And while there are zero questions about that, there are plenty surrounding the slop it's spitting out. Despite barriers to entry never being lower, Ideogram is a generative AI tool that raises standards higher and higher.
They knew they were launching in a category that was generic and templated by design, which is exactly why their identity needed to honour judgement and taste, just like their platform.
Ideogram
Defending world-class design to the death, Ideogram's identity is at once a display of AI's creative potential and a confident reminder that humans are still in control.
Art direction emerges, morphs, and evaporates in a constant state of iteration—generated, as you'd expect, by AI, but refined with a real critical eye, using the archaic Photoshop. Meanwhile, a voice built on the principles of great design—alignment, balance and contrast—has been optimised for use by LLMs in order to safeguard Ideogram's own high standards.
Outcome: A premium, design-led space carved out in a category saturated with six-fingered hands. Undeniable evidence that taste will always count.
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