Can Midjourney and Generative AI Design Visual Brand Identity Systems?

Can Midjourney and Generative AI Design Visual Brand Identity Systems?


Imagine a world where innovation and creativity reach their zenith, where the boundaries between human and artificial blur into an explosive synergy.

This is – potentially – the realm of Midjourney and generative AI, a revolutionary fusion in design and communication.

But can these tools craft visual brand identity systems? The answer is that, although they cannot entirely replace human creative genius, they can undoubtedly unleash an unstoppable force in the hands of skilled designers.

Human magic: the indispensable ingredient in crafting brand identity No matter how advanced AI becomes, creating a captivating and emotionally resonant brand identity requires a human touch – that inimitable and authentic spark only an experienced designer can provide.

Personalized brand analysis, conducted face-to-face, allows for capturing nuances and elements that a machine, no matter how sophisticated, might fail to perceive. Only a true professional can draw from their experience, sensitivity, and empathy to create a unique and memorable brand identity.

The alchemical elements of an unforgettable brand identity A brand identity that etches its mark into the hearts of the audience consists of several essential ingredients, including:

Logo: the distinctive seal embodying the soul of the company, making it unmistakable;

Color palette: the chromatic harmony that conveys the brand’s message and ignites the emotions of the audience;

Tagline: the enchanting formula summarizing the brand’s promise and philosophy;

Collaterals: communicative talismans, such as brochures, signage, websites, and social media, that propagate the brand’s image and values;

Custom icons: exclusive symbols enriching the brand’s visual language and amplifying its appeal.

Artificial intelligence is the spark igniting the creative gunpowder. Generative AI, like Midjourney, can breathe new life into the brand identity design process, acting as catalysts for ideas and solutions. With their ability to analyze vast amounts of data and learn autonomously, these tools can generate graphic and stylistic proposals in line with the boldest design trends.

Of course, AI can facilitate the selection and optimization of proposals, elevating the creative process’s efficiency to unimaginable levels. However, there is a significant caveat, which I must emphasize in uppercase: IT CANNOT DESIGN A LOGO.

Speaking from personal experience, I’ve tried, but it can’t. Artificial intelligence cannot replace the heart and soul of a designer. A brand identity system is not just the sum of its visual and conceptual elements but also the result of an in-depth analysis conducted by the agency and the designer.

In our case, for example, we perform the analysis by conducting a two-hour interview with the client after they have answered a carefully structured questionnaire of 102 questions that I’ve refined over the years. This questionnaire serves to profile the client thoroughly, considering the market, target audience, and design aspects.

So, the next time a brilliant idea flashes in your mind, feel free to dive into generative AI to discover astonishing proposals, knowing that they won’t be immediately applicable but will guide you in the right direction.

Elisabetta Alicino

★ Creative Director & Strategist @brandgenesi • post about: Brand, Design, Digital Strategy, Generative AI, Empowerment ★ find me on IG ☞ @eli.alicino