Le logo n’est pas une image
Image: Étapes · source
Dezain Radar summary
The article examines the distinction between AI-generated graphics and strategic brand identities, arguing that a logo is a complex semiotic tool rather than just a visual output. It suggests that while AI can produce aesthetic symbols, it lacks the ability to navigate the social, historical, and strategic contexts required for true branding.
Why this matters
This perspective helps designers articulate their value beyond visual execution, focusing on the strategic decision-making that AI cannot currently replicate.
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