(Updated)

“How are you using AI?” feels like the first question everyone is asking at events in 2025. And with Adobe now pushing an AI logo design feature in its marketing for Firefly, it got thinking about some of the less visible costs around AI.

From future copyright issues to current environmental considerations, let’s look at some of the less-visible aspects of AI in design and creative work.

An AI logo design solution may feel cheaper, but it isn’t cost free.

It may be free or low priced at the point of use, but AI logo design doesn’t come without a cost.

Environmental Cost

The average ChatGPT prompt only uses 4.32 grams of CO2 (Piktochart, 2024). But how many prompts will your AI logo design need to get from concept to approval?

And while some research suggests “AI illustration systems emit between 310 and 2900 times less CO2e per image than their human counterparts” (Black et al., 2024), we shouldn’t forget about the stuff behind the scenes that uses significantly more resources such as training models and development.

So, individual AI use alone may not have a “significant” environmental impact, but stacked up across industries and company infrastructures it should be considered.

This great report by Spark covers the truths and myths around AI and the environment. It also advocates for thoughtful use of AI and what that looks like.

As a non-expert this was really useful reading. Also, you should be a subscriber to their AI email updates if you work in the creative space.

Another consideration would be to make a change that reduces your businesses overall environmental impact.

For example, I’m proud to say the design studio electricity is provided by Ecotricity, and I am focussed on reducing the carbon footprint of this website as much as possible. Currently it ranks as a C on Website Carbon Calculator – so progress has been made, but there’s still room for improvement.

Potential Future Legal Costs of AI Logo Design.

We’ll get to those in “Transparency” portion of this post…

It’s fast, but…

does it save you time?

Yourself, or a member of your team are still going to have to put in the hours to generate all your options. And unless you want to select the first thing the AI logo design algorithm spits out, you’ll likely want tweaks.

So you’ll need to know how to do that internally, take the time to find the right prompt for the AI platform to show you the right variation, or maybe send it to a graphic designer to redraw or edit anyways.

If you did want to experiment with AI in your design workflow then DesignRush have this interesting exploration of AI Design Agents.

is it for the long term?

Generally quick fixes aren’t built to last. Visual branding and logo design in particular need to stand the test of time.

It needs to be considered, and adaptable. Not just for the moment, but something can travel with your organisation.

My work with Corte Campana is a great reference point for this. Rather than create a logo and brand identity for a pizzeria, the owner knew it needed to have versatility to grow with the business as they developed the product offer beyond pizza.

Transparency

An AI logo design service can only deliver work based on its references (generally what other people have put on the internet).

But what are those references? Where have they come from? Who have they come from?

Has it used work protected by copyright? Are you legally liable for breach of copyright if another business, artist or designer wants to take legal action.

This may be an issue resolved in time, but it currently feels a little like the wild west out there. I’ve heard stories of big clients who make design agencies legally commit to not using AI in any part of their work process to ensure they are protected from any future copyright repercussions.

Even one instance of a massive, global brand doing this should be enough to give everyone pause. In this context paying a graphic design agency to deliver a unique, original project seems like money well spent.

In support of the real graphic designer…

To conclude I wanted to outline how this small graphic design agency offers a value for money, human option to logo design:

You’re busy.

No fussing with AI prompts or researching design terms to refine your logo.

The beauty of trusting a graphic design agency to develop your visual identity is that you benefit from their knowledge and experience,  and can get on with your own work.

Some things are worth investing in.

The cost of a service is often indicative of its quality / effectiveness.

Your visual identity communicates your quality and trustworthiness to current customers and prospects. If your logo and branding look low cost, low quality and – hate the word – generic, what does that say to customers or prospects about your offer?

By investing the time and money in a unique, human-made, logo / brand identity – then shouting about it – you are communicating value and commitment to your audience, and you have a great story to tell.

Transparency

You know who’s behind the process. You can see the reference points.

You can choose a design agency with processes and values which can align with yours.

At any point in the process you can dig deeper and challenge a graphic design agency in a way you can’t with an algorithm.

And once everything is signed off there is a project file, versions, records, off-cuts. You can go back, adapt, make tweaks by sending an email or making a phone call. Much less hassle than interrogating an AI model for the same information.

Originality

Like their clients and their audiences, every graphic designer is the sum of their unique life experience. They are able to draw parallels and spot patterns where algorithms can’t.

They have a lived experience of a culture, the in jokes, the double meanings, the symbolism and are capable of design solutions that AI models are not.

Additionally, with respect to copyright, I always check the Global Brand Database for logo designs what may be similar to my client proposals to ensure maximum individuality for their brand identity.

Enjoyment

AI logo design is a comparatively joyless experience. It’s hard to get excited about.

When you collaborate closely with a partner who understands you and your goals, you start to enjoy meetings. You get excited for new logo versions.

You feel pride in the project. And it shows in the results.

Writing that last section reminded me of how much I enjoy working with clients on logo and visual identity projects. If you have a project you’re excited about, and want to discuss collaborating please get in touch.