Ai is not coming for your logo…
It’s coming for everything you thought was safely human; your voice, your architecture, your instinct. The question is not whether your brand will change. It’s whether you’ll be the one making the decisions.
What Ai has changed overnight.
Anyone can now create a logo, type in some prompts, Et voilà. Ask it to create a tone of voice, a visual system and it will do it all in the time it takes to make a coffee. Scary huh? Well, yes and no. It can spit out multiple alternatives but there’s not much control. In terms of ideation it can help to bring a collection of thoughts into sharper focus expediting the process and bringing clarity. Therefore, surly the value is not in the making, it’s in the thinking, right?
Below are six points to consider when branding or rebranding.
FOUNDATION
Purpose & Position
Why you exist, clearly stated. Not aspirational waffle. The single true thing that everything else flows from.
VOICE
Tone of Voice
How your brand sounds in every channel, to every audience, under every circumstance. Documented. Trained. Defended.
IDENTITY
Visual System
Not just a logo. A complete, flexible design language that stays coherent whether built by a human or an AI tool.
STRUCTURE
Brand Hierarchy
How your brand, sub-brands, products and campaigns relate to each other. Clear rules. No ambiguity.
EXPERIENCE
Customer Journey
Every touchpoint, mapped. Every interaction, considered. Where you delight and where you must never disappoint.
GOVERNANCE
Living Guidelines
A brand system that evolves with you.
We believe the best creative work is backed but solid strategy, commerical descisions, and discussion. Ai has changed the speed of everything, but great work, that is thoughtful, inspired and stategised are the ones that will come out on top.
If your brand is about to meet the Ai era without a clear sense of who or what it is, we’d rather have a conversation with you first before you could potentially damage your brand and brand equity.
Get in touch today and let’s see how we can work together.
James Underwood
Head of Creative
james@adint.je