Testing AI Logo Generation Against a Brand Project

I recently developed a brand identity for a new platform called New York Fashion Week Collections, where I created a new visual language, brand guidelines, and a go-to-market presentation. See the project here.

Naturally, I was curious how AI would approach the same task. I ran an experiment using Looka.

In minutes, it produced dozens of options, complete with usage mockups that showed a surprising range. Then came the second surprise. The cost. $65.

From a professional standpoint, the marks aren’t distinctive enough to be trademarked since they lean heavily on common symbols and simple type treatments. But the spacing is balanced, the color combinations are sensible, and the output feels polished.

The bigger takeaway is momentum. AI design tools are evolving quickly. I ran a similar test when Looka launched, and the results weren’t even good enough to write a post, so there is progress.

For projects where brand differentiation is not critical, tools like this can absolutely serve a purpose. And for designers, maybe this quick test could accelerate the early exploration phase before deeper strategy and design take over. I’m sure there is a place for this in my toolbox!