AI-generated logos fell into a legal gray zone. New guidance this year says they may not be copyrightable at all, and their look tends to shift every time you regenerate it — which is the opposite of what branding is meant to do.

A logo isn't just an image. It's a claim of ownership, consistency, and a decision someone stood behind. That's the part a prompt can't produce, no matter how many iterations you run.

A logo I designed recently for a bookstore brand started as pencil sketches, went through a few rounds of critique with other visual artists, and got built out in Illustrator — shape by shape, choice by choice. It's slower. It's also yours, and exactly the same style it was the day it was finished.

If your logo can't represent "who made this, and why does it look this way," that's worth a second look before it goes on everything you own.