Whether we want to admit it or not, automation and AI presents a quantifiable risk for the creative community. As machine-learning becomes more advanced and is able to perform the kind of tasks we once thought only human beings were capable of, certain corners of the community are growing increasingly antsy.
This is particularly true of the design sector, where the use of algorithm-driven design tools are becoming the rule rather than the exception at many studios, particularly when it comes to cases such as logo design. Indeed, the business around logo creation is growing - giving businesses more of an opportunity to create their logos more quickly and effectively than ever before.
Freelance platform Fiverr has today announced its own take on this trend with the launch of the Fiverr Logo Maker. This is an exciting and ambitious new service that uses AI to instantly match business buyers with automatically generated logos, based on hand-crafted designs from vetted Fiverr designers.
The platform gives Fiverr sellers the opportunity to monetise their existing design portfolio by instantly producing hundreds of logo permutations using AI-based tools developed by Fiverr. For buyers, the powerful service streamlines the logo creation process allowing them to rapidly personalise and customise original, handmade designs created by Fiverr sellers.
On the surface, this might read like a case of the ‘machine winning’ over good old fashioned human creativity, but Fiverr doesn’t see it that way at all. Indeed they feel that the idea that AI will eliminate jobs in the future is outdated.
They argue that automation will not displace human imagination and creativity, but rather, the technology’s impact will be in supporting and enhancing fundamental human capabilities. They envision a future where AI supports more people, to create more with less effort and the Logo Maker is their first step on that ladder.
This week, I caught up with Fiverr Chief Marketing Officer Gali Arnon To discuss the new platform in greater depth. In doing so, we also discussed Fiverr’s approach to utilising AI in a way that preserves the integrity of human-made logo designs, while giving business buyers a fast and intuitive service to build a logo.
Can you explain exactly how the Fiverr Logo Maker works? Is it all algorithm or is there something human behind it?
The power of Logo Maker is built on its combination of creative artwork designed by Fiverr community members and its intuitive machine learning algorithms that allow it to generate relevant, impactful logos for businesses in a few clicks.
On one hand, it offers customers the opportunity to instantly build a logo that fits their brand and personalise it for their needs, and on the other, it offers sellers an opportunity to monetise on designs they have in their portfolio without doing existing work.
Once the logo is created, businesses can then see what that logo looks like on dozens of different assets to determine whether it’s the right look and feel for them. They are also able to buy a full branding package.
Uniquely, Logo Maker also provides customers with the option to work with the actual Fiverr designer who created the logo template on any special modifications or enhancements that can’t be completed through the tool itself.
Was it a considered decision to create a platform that revealed AI wasn’t the ‘boogeyman’ of the creatives industries?
Our community always comes first in everything that we do. Therefore, the goal was to build a tool that would satisfy customers that are looking for a seamless, DIY experience, while at the same time, provide opportunities for graphic designers on our platform to monetise on their existing portfolio work.
Do you feel that AI is 100% a force for good for creatives?
If companies design AI to enhance human capabilities and intelligence, then yes, AI is a force of good for creatives. However, not all people and/or companies think like that.
It’s imperative moving forward that the people building these tools and functionalities design them to put humanity first and recognise ways that automation and artificial intelligence can work with humans to foster productivity and creativity. These are the companies and products that are going to succeed in the long run.
Will there always still be a place for ‘old school’ designers in the world of logo design?
Absolutely. First off, there are many startups that can, later on, become big businesses. And oftentimes, they keep the same logo the whole time. There are millions of people around the world that need logos created. Be it for their small business, for new products, for events, a sports team they are on and so on.
And every customer is different. Some want a simple, one-click, DIY experience, which is what Logo Maker will give them. However, there are others out there that want a more high-touch experience, which is why for years, people have turned to Fiverr designers for help there.
Does Fiverr have any other AI projects in the pipeline?
There is nothing we can speak of at the moment. However, rest assured that when designing new AI and automation tools, we will always put our community first and make sure we are building tools that enhance and complement their skills, not replace them.
It seems to me that the logo maker is ideal for freelancers and small startups that might not have the resources available to hire a bespoke designer. But do you feel that bigger brands might find a use for it too?
We definitely see it as more of a resource for small businesses and startups, however, larger companies can absolutely find a use for it as well. As mentioned above, many times, small companies become large ones, all the while, keeping the same logo they used when they started out.
But for large companies using Logo Maker from the get-go, it is perfect when creating logos for events and conferences they are hosting; it can be helpful if they are looking to quickly market-test a few product-specific logos, or it can work for specific campaigns they are running that they might want a logo for.
The sweet spot will definitely be smaller companies, but that doesn’t mean large ones can’t find a use-case for it as well.
What are your hopes for the platform and the technology in the near future?
Fiverr’s mission is to change how the world works together. Our purpose is to create opportunities for anyone in the world to build their business, brand, or dreams. We will keep innovating on those principles.
We will continue to build tools that bring people together and allow work to get done seamlessly and without stress. And most of all, we will continue to expand, both the marketplace and our global footprint, to give more people access to opportunity.
Finally, do you have any favourite logos?
I really like Nike’s logo because I believe it’s a good visual representation of their purpose: Just Do It. You want your logo to represent your brand and what you stand for and I can’t think of a brand that does this better than Nike.
Apple’s logo is all a good one. We actually have the designer of the Apple logo, Rob Janoff, on Fiverr as a designer. It’s simple, clean-cut and to the point. And the bite, adds just a hint of character that we’re all looking for.
The last one that I’d say is Target’s logo. They have always made sure to use the logo as the basis for all their branding - the red and white colours are streamlined throughout all of their advertisements and the bullseye has been used visually in so many beautiful, artistic ways.
There is quite a spectre haunting the future of work in the form of AI and automation enabling machines to displace people’s jobs. But it would appear Fiverr is determined to harness the power of AI and automation to enhance human productivity, recognising that, when used properly, technology can also unleash human creativity.
While AI plays a critical role in automating certain repetitive tasks, like data entry and collection, its success also highlights human skills such as creative thinking, storytelling, and social interaction, which can never be truly automated. Well. At least not for a while anyway!