With the growing popularity of AI tools, it’s no surprise that more business owners are turning to a free AI logo generator to create their visual identity. After all, it’s fast, it’s easy, and it doesn’t cost a cent — or does it?
If you’ve been tempted to take the DIY approach with one of these tools, it’s worth pausing before you hit download. At Summit Creative, we recently worked with a client who learned the hard way that what seems free can sometimes come at a serious cost.
A logo disaster from a free AI logo generator
A client came to us recently for a web design project after launching their business with a logo created using a free AI logo generator. At first glance it looked professional, though it had some legibility issues; but when we started researching local competitors, we made a worrying discovery.
A similar business, operating just 50 kilometres away, had an almost identical logo. Same icon, same colour palette, even a similar business name. The two brands were virtually indistinguishable at a glance. Both had used an AI logo tool and unknowingly walked away with near-identical logos.
This kind of overlap doesn’t just create confusion. It can damage your brand’s credibility, lead to lost trust, and open the door to potential legal issues. What started as a quick win ended up setting the client back.
This isn’t a one-off story. It’s one we’re hearing more and more.
The problem with free AI logo generators
AI tools can produce logos in seconds by pulling together design elements based on prompts and patterns. While they might look good at first glance, they lack the key ingredients that make a brand successful.
Here’s what most free AI logo generator tools miss:
No originality
AI-generated logos are often built from a limited pool of icons, fonts, and layouts. This makes them prone to duplication, especially in crowded industries. You may think your logo is one of a kind — until you see it (or something alarmingly close) on someone else’s signage.
No audience insight
A logo isn’t just about looks, it needs to speak to the right people. AI doesn’t understand your customers, your story, and the values that make your business unique; and it certainly doesn’t factor these into ideas when creating a logo.
No long-term strategy
A strong brand identity is built to grow with you. AI doesn’t consider how your logo will evolve, how it supports your marketing, or how it fits into a larger brand ecosystem.
Limited usability
Most AI logos aren’t designed to work in different formats — like on a website, social media, signage, or merch. You may end up with one file that looks OK on screen, but falls apart in print, doesn’t scale, or loses legibility in small spaces.
Trademarking is tricky
If you’re thinking of trademarking your logo? Think again. Many AI-generated logos can’t be legally protected, especially if they’re based on reused or generic assets. This means anyone, including your competitors, could legally use something almost identical.
Why custom logo design is worth the investment
At Summit Creative, we don’t believe in cookie-cutter branding. We craft logos with purpose — designed to reflect your unique story, connect with your audience, and grow with your business.
A custom logo is:
- Memorable – so your brand sticks in people’s minds
- Appealing to your audience – based on real insights, not guesswork
- Unique – designed from scratch, just for your business
- Responsive – optimised to look great across all platforms and formats
These are all things a free AI logo generator can’t offer and why professional design is a smarter long-term move.
Before you use a free AI logo generator, consider this
A free AI logo generator might seem like a quick fix, but it can lead to bigger problems down the track. From brand confusion to credibility issues and a logo that simply doesn’t work.
Your brand deserves better. At Summit Creative, we help service-based businesses build strong, strategic brand identities that go beyond the surface. If you’re ready for a logo that’s not just different but meaningful we’d love to help.
Let’s create a brand that’s truly yours.