Analyzing Logo Design Tools: Which one is suitable for your brand identity needs?
Logo Design and Brand Identity
Brand identity consists of both the physical and design assets that visually embody the image of a business or company. Their purpose is to visually communicate the character of the business to desired clients. Put simply, the brand identity is what makes a business recognizable. The physical and design assets that ensure this result include business cards, product packaging, website design, and social media visuals. While each of these assets play an important role in establishing the brand identity of a business, their success is not possible without a logo that visually symbolizes the business.
Logo design is a central component of brand identity. It is likely the first thing a client will see of a business, as they are placed on all products, communications, and marketing materials. Therefore, the logo must be memorable, and most importantly, distinguishable from other businesses. Whether you’re an experienced or inexperienced designer, have a limited budget, or simply have little time, there are several tools available that can assist with designing a professional logo that appropriately aligns with your desired brand.
Logo Design Tools
Logo design tools and services are becoming increasingly popular, with new ones appearing on the market frequently. As a result, it can be overwhelming to determine which tool meets your logo design and brand identity needs. To simplify the process, logo design tools can be sorted into two categories — AI generated and design programs. I have selected three tools from each category — covering a variety of specific needs — and have provided a detailed analysis of each, so you can learn which one works best for you.
AI Generated
These tools use a guided navigation system to gather the brand information of a business such as, its name, slogan, industry, and characteristic visual style to quickly analyze with Artificial Intelligent technology and generate a variety of suitable logo design options. As AI generated tools use algorithms to generate finished logo designs for you in seconds, they are best suited for designers with time or budget constraints.
The tools from this category that I will be analyzing are:
· Hatchful
· Wix
As the purpose of these tools is to generate logo designs that reflect your desired brand, I will be assessing each tool for the brand identity assistance features they provide, such as input fields for brand information, visual element customization, and additional brand resources available with each service. These tools will be further evaluated on the logo files provided, their price, and which devices and platforms they support.
1. Design.AI Logo Maker
Design. AI logo maker is one of several design services provided by the company Imagine. The logo maker’s AI technology, and seamless website layout, makes it one of the easiest tools to use for generating a logo design. Using its guided navigation, you can quickly enter your business name, slogan, select a logo visual style, colour palette, and up to five symbols to represent your brand — allowing you to generate a logo within seconds.
Brand Identity Assistance
- Colour Palettes — this tool provides a variety of suggested colour palettes that are accompanied by connotative descriptions to ensure that the colours you choose align with your desired brand identity.
- Slogan — unlike similar AI generated tools for logo design, the input field for the business slogan has no character limits — ensuring that resulting designs reflect the user’s concept for the brand.
- Addtional Resources — Designs.AI offers brand identity resources whose basic features are included with all plans, such as a colour mixer, font pairer, AI design and video makers — making it easier for you to develop a professional logo with minimal knowledge of visual design concepts.
Logo Files
- File Versions — primary colour, black and white, and negative versions of your logo are included in all plans.
- Multiple File Formats — with the free trial and basic plan, your logo designs can be downloaded as a ZIP folder, that includes the transparent SVG, PNG, JPG, and a PDF file.
Plans and Pricing
- Basic — Has a free 30-day trial and is $29 per month for individuals. It includes unlimited logo designs, all basic file versions, and access to the basics of all other services they offer.
- Pro — Is $69 per month for small teams of up to five people. Additional Social Media Kit, Brand Story, and Mockup samples of the logo are included in the pro and enterprise plans.
- Enterprise — Pricing only available on contact of company. There are no additional benefits provided by logo maker services with this plan and it is only neccessary for teams of more than five people.
Supported Devices
You can only access the Designs.AI logo maker on a desktop or mobile browser.
Is it suitable for you?
If you have a moderate budget and are looking for a simple tool that will save you time in developing a logo, this tool is perfect for you. Designs. AI has made it easier with their additional brand identity resources to pick appropriate typefaces and colours that will reflect your desired brand identity. Fortunately, you can access all these tools with the basic plan.
2. Hatchful
This AI logo maker is built by Shopify and functions similarly to Designs.AI. However, with mobile app support and no fees to use or download your generated designs, it is quickly becoming the easiest and most affordable tools for logo design on the market.
Brand Identity Assistance
- Visual Style Categories — you can select up to three visual styles to help reflect your desired brand.
- Icon Library — unlike Designs.Ai, there are more brand customization options with a larger selection of icons and shapes to choose between.
- Design Selection — generated logo designs span a variety of layouts, colours, and typefaces to fit any brand style needs.
Logo Files
- High Resolution Files — transparent SVG, PNG, JPG, and PDF files can be downloaded and have unlimited revision edits.
- Social Media Versions —you can download additional files of your logo designs that are formatted for all social media accounts, including cover photos, banners, and profile pictures.
Plans and Pricing
Unlike Designs.AI, Hatchful is a completely free service. There is no one time payment or monthly subscription fee and you can download and edit your logo as often as needed. However, Hatchful sources their designs from the Noun Project website so while the logo is free for you to own, it is advised for you to do your research before using your design commercially to avoid breaking any copyright laws.
Supported Devices
This tool can be accessed on all desktop browsers or you can download their app for Android and iOS.
Is it suitable for you?
If you have a limited budget and are not interested in using your logo design commercially, Hatchful is the logo maker for you. At no cost, its simple interface provides unexpected brand identity assistance features such as visual style categories, and icon libraires — ensuring you are able to land on a logo design that uniquely fits your brand identity needs in seconds.
3. Wix Logo Maker
While many are likely familiar with Wix as a website building platform, they have now expanded their services to AI generated logo designs. Much like the previous tools mentioned, you simply answer some questions to provide them with essential information about your brand identity and using AI technology they will generate a variety professional logo designs that reflect this information. However, despite its simplicity, if you are only looking to use their logo maker, the cost is much higher than other tools as you are required to purchase each logo design individually.
Brand Identity Assistance
- Design Variety — this tool generates unique designs across a variety of brand styles.
- Icon Modifications — you choose between different icons for your logo and make design adjustments as needed.
- Visual Element Customization — unlike previous tools that have been discussed, Wix has a more robust software which provides similar functionality to a design program. As a result, you can arrange, modify colour, typefaces, size, opacity, and orientation of any visual elements within your design.
Logo Files
- Free Sample —without purchasing one of the logo design plans, you can only download a small, non-transparent, PNG file of your logo design.
- Limited Types —you are limited to standard JPG and PNG files of your logo design with the purchase of the basic plan. To download the SVG files and Social Media files of your logo design you must purchase the Advanced Plan.
Plans and Pricing
- Basic — $26.40 one time fee (PNG and JPG Files)
- Advanced — $65.99 one time fee (PNG and Social Media Files)
- Website and Logo Plans — for a more rounded and affordable solution starting at $14. 52 monthly.
Supported Devices
You can access the logo maker on desktop and mobile browsers or download the app on android.
Is it suitable for you?
Wix offers additional services, such as website development with suggested templates that incorporate the visual elements of your chosen logo design. When purchasing their logo and website monthly plans, their website and logo maker services are included, making it the best tool if you are in the market for a more inclusive brand idenity solution.
Design Programs
This tool category consists of software that provide users control over every aspect of a design to assist in effectively developing a logo that aligns with their desired brand identity. These programs rely on the creativity and design skill of the user and are intended for more experienced designers that desire more control and flexibility when developing a logo.
The tools from this category that I will be analyzing are:
· Ucraft
· Gravit
· Canva
As the purpose of design programs is to provide you increased control over your logo design, I will be assessing each programs flexibility for visual element customization, and any additional brand identity features made available with each service. These tools will be further evaluated on the logo files provided, their price, and which devices and platforms they support.
1. Ucraft
This is a design program that consists of a blank canvas and simple features for quick logo or other visual element designs essential to the development of your brand identity.
Program Flexibility
- Simple Design — the programs basic features ensures that the logo design process will be smooth and intuitive.
- Google Fonts Integration — you have access to numerous typefaces through Google Fonts.
- Element Customization — the icons and typefaces you select can be customized in size, colour, opacity.
- Product Mockup — this program allows you to preview your design through a product mockup, to ensure it visually aligns with your brand identity.
Logo Files
- PNG Free — a small transparent PNG file of your logo design can be downloaded for free.
- SVG Paid — to download a larger SVG file of your design you must make a one time payment.
Plans and Pricing
- PNG Download — PNG file free to download.
- SVG Download — you can purchase and download a larger SVG file of your design for the affordable price of $7.
Supported Devices
This program is compatable with both desktop and mobile browsers.
Is it suitable for you?
If you are looking for more control over the visual elements of your logo design, without being overwhelmed by unneccessary additonal features, this program is for you. An added bonus of this simple and efficient program is its low cost.
2. Gravit
Is a design software that is robust, versatile, and affordable. It consists of design capabilities in line with Adobe, but with additional benefits.
Program Flexibility
- Robust Software — shares many of the features available with the Adobe Creative Cloud Suite such as document layout, arrangement, and modification of visual elements. All these features are accessible with the trial period of the pro-version.
- Layer Compatibility — all elements of your design can be easily arranged in layers, similar to Adobe.
- Shape & Icon Libraries — you have access to a variety of icons and shapes through their integrated library, making the logo design process easier and more efficient.
Logo Files
- Pay to Export— you are unable to export the image files of your designs with the free version of the program.
- Multiple File Types — all standard files — transparent PNG, and SVG — are availble to download with the pro version.
Plans and Pricing
- Free — Limited features (RGB color space, only available online, no export of files).
- Pro — $99.99 yearly. However, for a limited time it is available for $49.99.
- 15 Day Trial Period — Limited trial period that includes most features, as well as the ability to use the program offline.
Supported Devices
- Both the free and pro versions of this program are accessible through desktop and mobile browsers.
- With the pro version of this program and its trial period — the software can be downloaded on Mac, Windows, and Linux systems.
Is it suitable for you?
If you are an experienced designer interested in the flexibility of an Adobe program and have a limited budget, Gravit would work best for you. Even at the regular yearly price tag of $99, the pro version of this program is an amazing deal for its features.
3. Canva
Is a well-rounded design program with customizable logo templates and additional brand identity tools and resources to assist users with logo design.
Program Flexibility
- Brand Identity Resources —this program provides useful logo design templates to easily build from and modify. In addition to these templates they provide design and branding resources like a colour wheel, social media, and mockup tools —for a more comprehensive brand identity solution.
- Intuitive Customization — the software is easy to use and all visual elements can be easily modified, including colour, size, opacity, among many others.
Logo Files
- Free PNG — a small resolution PNG file of your design can be downloaded with the free basic plan.
- SVG with Pro — higher quality files of your design can be downloaded with the pro plan and its 30-day trial period.
Plans and Pricing
- Free 30-Day Trial — has access to all features of pro.
- Free Basic Plan — has limited access to features and file export.
- Pro Plan — $149.99 yearly. You can pay $16.99 monthly, but it is more affordable to purchase for the year, especially since it supports up to five people.
- Enterprise Plan — only for teams of 25 people or more at $40 monthly. The only additional feature this plan offers is unlimited storage for your designs
Supported Devices
The program is accessible on all desktop browsers or the app can be downloaded for Mac, Windows, iOS, and Android.
Is it suitable for you?
This tool is not recommended for those on a budget. However, if you require design flexibility, and assitance with developing a logo that strongly aligns with your brand identity — this program is the best choice.
Tool Summary
All of these logo design tools are useful in developing professional designs to align with your desired brand identity. However, their suitability will be dependent on your specific needs. Take a look at the tables below to review which tool will best meet your needs.
References
All screenshots are my own and consist of information from the websites of the design tools I analyzed in this post.
Adwani, K. (2021, December 21). Designs.ai Review (2022) — the new AI-powered design tool. Kripesh Adwani. Retrieved February 15, 2022, from https://kripeshadwani.com/designsai-review/
Canva Pricing (n.d) Canva. Retrieved February 15, 2022, from https://www.canva.com/pricing/
Cass, J. (2021, December 29). Best logo design software 2022 (top 10 reviewed & ranked). Just Creative. Retrieved February 15, 2022, from https://justcreative.com/best-logo-design-software/
Choose your logo plan. (n.d.). Wix Logo Maker. Retrieved February 15, 2022, from https://www.wix.com/logo/maker/esh/premium
deBara, D. (2022, February 17). What is brand identity? and how to develop a great one. 99designs. Retrieved February 18, 2022, from https://99designs.ca/blog/tips/brand-identity/
Design like a pro with professional-grade features. (n.d.). Gravit Designer. Retrieved February 15, 2022, from https://www.designer.io/en/pricing/
Ellis, M. (2019, September 13). The Best Logo Design Software for every skill level. 99designs. Retrieved February 16, 2022, from https://99designs.ca/blog/logo-branding/logo-design-software/
Is the Hatchful logo maker free? (n.d) Hatchful. Retrieved February 15, 2022, from https://hatchful.shopify.com/
Keenan, M. (2021, February 24). The top 10 paid and Free Logo Makers Online in 2021. Shopify. Retrieved February 25, 2022, from https://www.shopify.ca/blog/online-logo-makers
Paris, S. (2022, February 8). Wix Logo Maker Review. TechRadar. Retrieved February 16, 2022, from https://www.techradar.com/reviews/wix-logo-maker
Ucraft Logo Maker Review — Pricing, comparisons, and faqs. The SMB Guide. (2022, January 21). Retrieved February 16, 2022, from https://www.thesmbguide.com/ucraft-logo-maker#:~:text=Ucraft's%20logo%20maker%20offers%20PNG,files%20for%20%247.00%20per%20download.
Upgrade to the Designs.ai Suite. (n.d.). Designs.AI. Retrieved February 15, 2022, from https://designs.ai/pricing
