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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.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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What happens when a digital agency stops looking like every other digital agency?
For MOONIQ, the answer was a visual identity built around exploration, ambition, and limitless growth.
MOONIQ is a digital marketing agency specializing in social media, blockchain, and Web2 consulting. The challenge was to create a brand that could communicate its futuristic vision without sacrificing sophistication, trust, or strategic clarity.
The identity was developed as a complete visual system — from the logo and typography to the color palette and supporting applications — creating a distinctive presence designed to position MOONIQ as a guide for brands reaching new heights.
A bold identity for a brand built to move forward.
Featured twice on Behance — Branding & Stock.
Building a brand that deserves to be remembered? Let’s talk.
Pretty cool! Is this website live ?
What does the exact moment you fell for this craft actually look like?
I turn 30 on the 25th this month, which puts me a decade out from the university where all of this actually started. 🤯
This collages keep alive that era exactly as I remember it: the all nighters that blurred into the next morning's class, the first typeface I picked apart just to understand why it worked, my first real typographic composition, the friends who shared this with me and the illustrations I was too nervous to show anyone at the time.
None of it was good yet. But every decision I make now traces back to those lovely moments which I now treasure 🥹
What's the first project that made you realize this was it for you?
For me it was an early identity project where I ended up hand drawing every icon because nothing off the shelf fit the brand. The set was rough, but watching someone navigate the work using marks I had invented was the first time design felt less like decoration and more like a...
What if the whisky-making process became the artwork?
Full Barile identity, campaign and film:
https://contra.com/p/bMNAvgWk-barile-brand-identity-and-launch-campaign
Barrel staves become monumental sculptures. Their curves carry through the collector’s packaging and a 15-second film. Explore four moments from the project here, then discover the complete visual identity and campaign in the case study.
Self-initiated concept for a fictional Brazilian single malt. Creative direction, brand identity and AI-assisted visual development by Mauricio Pontual.
#BrandIdentity #ArtDirection #PackagingDesign #BrandCampaign #AIVideo
The way the barrel curves carry all the way through to the packaging is such a tight through line. Since this was self-initiated, did the sculptural direction come first and the 15 second film get built around it, or were they developed side by side?