It's still dumbfounding that we can title articles this way without continuing with a review of the newest sci-fi movie taking the world by storm or the latest hit satirical social commentary, yet here we are. We've found ourselves on the brink of a schism between cutting corners with technology we can program to do our jobs for us, and the begrudging acceptance that, despite said technology, we may still need people around for a variety of reasons-- could there be something about the human condition that artificial intelligence just can't capture? Could it be that creativity simply cannot be created by an algorithm, as it is a unique thing?
These questions seem to conclude that humans still dominate the creative sphere. However, robots have managed to prove us wrong, excelling in other areas of marketing, including creative outlets that have long been the realm of men. Creativity is a fascinating human phenomenon — one that's difficult to pinpoint and define — but, the more we learn about it, the easier it becomes to break it down into a language of algorithms. It appears we've arrived at a sort of artistic crossroads where design meets machine, and the machines are taking the creative plunge by way of logo design, seemingly successfully.
How we got here
The concept is brilliant: if you're a company just getting on your feet, you don't have the resources or the finances to dedicate towards a designer to tailor you the perfect image. However, logos are such an integral part of your brand that you're then stuck between a rock and a hard place--how do you get your story told and your mark made without blowing a significant portion of your start-up capital on the very basics of creating your brand? The solution practically created itself: Robots will do it for you, in a fraction of the time and for a fraction of the price. Tailor Brands' platform, for instance, managed to teach computers how to design anything from logos to presentations, and even entire brands, in less than half a minute's time. The platform enables users to preview their robot-created designs before paying for them.
The process
Robots have long been trying their hand at creative outlets. Back in 2008, robots generated a novel which combined the plots of Leo Tolstoy with the style of Haruki Murakami. A computer named EMI (Experiments in Musical Intelligence) even created music by looking for patterns in works by composers and then replicating them in new ways, and a bot called Emily Howell who's able to compose an infinite amount of new music all day for free. In fact, the music was so "creative" and "unique" that a blind test showed that people couldn't tell the difference between her work and the work of human composers.
Innovations in the botting world don't just end there. Quickly and efficiently, robots- created by a team of engineers and designers- can now help businesses design their logos and brand. By combining certain facts about your company, including the name, purpose, and what you're all about, they're able to generate a logo and tagline that are supposed to help you ultimately foster brand recognition for yourself. There could also be programs that simply take the text of your company name (without taking anything else into account) and show you various sample logos you can choose from. It's set up to be an interactive process, so that as you scroll, you can select the symbols you like and even edit the various elements of the design they've shown you, such as the font and the layout. An algorithm helps craft your ideal design as you narrow down the the selection of logos that appeal to you, so your finished product should more or less reflect a symbol of what you think best represents your business.
Cost-efficient?
It certainly is. The cheapest, most basic logos created by designers (we're talking human here) cost around $200 and upwards, and that's if you're hiring a freelancer. An independent firm can charge you anywhere from about $500-$3,000, and a professional agency would probably quote you something in the $1,000-5,000 range.
These numbers can be panic-inducing for a smaller business, and that's where the market has paved a walkway for robots to slink in on. Logos produced by computers start at $24, with some companies even offering them for free. If you want something that really reflects your business, free might not be your friend; it's worth your time to invest the few dollars and collect on a more sophisticated, tailored logo, as it's still such a low cost in comparison to paying a designer.
Implications for the future: Does it work?
Maybe the science hasn't been perfected, but it's getting there quickly. While a noted criticism of the concept was that the robot-generated logos initially looked plain and somewhat similar to one another, as time goes on the system becomes more and more polished. Like humans, the robots are learning to refine their technique and adopt a somewhat nuanced "perspective" on design. The artistic, financial, and arguably moral implications this up-and-coming industry has on us as a society poses interesting questions as to what it means to live in this new age of digital marketing, but regardless, there's no denying that robo-designed logos come with their advantages. Like it or not, robots are making our logos handsome in a more timely and cost-effective manner, and this principle could potentially extend towards all sectors of marketing design in the near future.