The owner of Wagers Farms in Richmond, KY recently contacted me to help take a logo he generated himself using ChatGPT and refine it into a brand mark that was both unique to his business and useable across different media.

The original AI-generated logo

He wanted to keep the original text treatment that was created by a previous designer, but he asked for my help in creating a cow illustration that was less generic. He also wanted the the wordmark and the cow illustration to integrate better, and he wanted the logo to work with embroidery. So using Adobe Illustrator, I created a vector illustration of cow based on one of the actual residents of the farm. This type of file is much more versatile than what ChatGPT generates, and can be used at any size without loss of quality, and work across digital, print, and embroidery.

Redesigned logo by Aesop Studio

I also gave him some mockups of suggested uses for the logo, including examples of how the wordmark and cow could be used separately, or combined in a different way, such as the cow on the t-shirt.

Usage examples

So while generative AI helped him get an idea of what he wanted, it takes a professional human designer to create something that is both unique and functional, which are essential elements of a successful brand.