Studio Highlight: What AI Can't Tell You About Branding (August 2026)
One of the most interesting (and challenging) parts of designing a logo is creating something visually memorable. In a world where templates, AI tools, and stock graphics are more accessible than ever, it's also easier than ever for businesses to look a little too similar to other alike brands. This often happens when someone uses these tools as a quick way to get a logo for a fraction of the price.
When I review logos that aren't performing as well as hoped, the logo simply isn't pulling its weight visually enough. It often blends in rather than standing out. Templates and AI are built on this – taking existing designs or elements and placing them together in an unoriginal way.
A few things that help a logo stand apart:
→ Ownable details matter. The smallest customization—like a unique letterform or one-of-a-kind icon—can make a logo significantly more memorable.
→ Trend-following has a shelf life. What's popular today may feel dated in just a few years. Distinctive brands tend to outlast design trends, and find other ways to incorporate trends into an otherwise classic, longstanding logo.
→ Recognition beats decoration. The goal isn't to create the most elaborate mark—it's to create one people can easily remember or recognize later.
After over a decade of designing logos, one thing has remained consistent: businesses don't benefit from looking like everyone else. The strongest identities aren't the loudest or most complex—rather, they're the ones that carve out a space that's uniquely their own. And that's something best found working with a design professional opposed to a template, AI tools, or stock graphics.
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