koto - logojoy
The Koto logo created by Logojoy

There seems to be no more need for checkout chicks in supermarkets any more. Now they have a machine that can simply scan your item by the barcode and then you insert your bankcard in it and off you go. The need for one on one service is slowly diminishing. It’s happening everywhere, and slowly creeping into any industry. One industry I thought it would never affect is my industry – logo design. Well it’s proven me wrong.

There is a new site named Logojoy. The website proudly says, “By using artificial intelligence, genetic algorithms, and a few other fancy technologies, we’re empowering everyone to design their own logo.” What  is a ‘genetic algorithm? and does it make good logos?

kojo logo
Koto’s actual logo, designed by people

I wanted to test this, so I signed up and got designing.

As the owner of a design agency I thought we should run this against our own visual brand and its simple ingredients of a face, some typography and a strap line. You start by choosing five logos you like from a set of over 20 (can you see where I am going with this). Some straight-down-the-line algorithms later and you’re staring at your logo, well not really, because you’re then choosing what typeface, what colour, and how big everything is and how it relates, and it’s a online version of a very basic PC paint package. Basically you’re just starting with some templates based on things you liked.

My icon is chosen, a yellow colour palette checked and a sans serif font selected and [above] is my result. Credit card details entered and $20 later I have gone for the cheaper alternative, money talks after all and cost (and there was even a 50% sale) and the files are emailed to you in a flash.

After reviewing the new logo I think I will stick with the one we created. News of the graphic designer’s extinction and replacement at the hands of AI is still premature. At DesignLab we work with our clients to achieve them the best results for the business. Logojoy can’t help you unlock the potential in your brand, connect it with your potential customers and fans or deliver this level of service. It can’t help you understand your market, it can’t build confidence or engage audiences. What it does is give you a very average non-descriptive logo, and it will probably make some money for some clever people who created the site.

Logojoy website
LogoJoy is a generic site looking for stuff that comes out, but isn’t all graphic design derivative in some way? However extensive a library of fonts is, or icons and shapes can be, the process just keeps this at the same level as the graphic design noise we all experience on a daily basis.  The coffee shop that has slightly over roasted coffee and no experience, the sole trader business owner that wants their brand to be amazing and captivate it’s audience, but does not want to invest money in a corporate identity. They’re the businesses that will use Logojoy, because they want cheap and quick, they don’t see the value in design, and the difference it can make to a business. 
Logos designed by Logojoy
Logos examples by Logojoy

Graphic design does not have to cost the earth, or be complex, but it does have to have heart and thought, and the AI robots are missing that vital ingredient, it’s that years of experience that a robot can never provide. There will always be a market for this kind of thing and more fool the people that use it. Buy cheap, buy twice.