Analysis of the possibilities of using artificial intelligence in logo development

Abstract

Artificial intelligence is gradually being introduced into graphic design, improving the processes of creating and producing materials. In graphic design, artificial intelligence helps automate routine tasks such as selecting color schemes, creating layouts, and even generating images. Specialized algorithms can analyze audience preferences and offer customized designs, as well as optimize elements for different platforms. Thus, in this article we will try to present the creative stages of developing a logo for a jewelry company. Particular attention is paid to the comparison of the traditional method (through specialized Photoshop software) and the method using artificial intelligence (using the platform Design.com) in terms of the following aspects: idea, graphic line, symbolism, additional details, font, color scheme. The comparison method allowed us to highlight some strengths and weaknesses, some causes and effects, some variables that should be taken into account in the creative process of creating logos, and the relationship between them. It is emphasized that despite all its advantages, artificial intelligence cannot completely replace the human approach, especially when it comes to creativity, individual approach and deep understanding of the uniqueness of each project. The results of this study can be used by students and freelancers to potentially avoid weak aspects of the work stages or specific elements of faithful idea generation through artificial intelligence.