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What enabled us to create AI is the thing it has the power to erase
I still have dozens of sketchbooks, many filled with ideas for logos, layouts, and other designs. These pages don’t just capture fully realized
Today, those same explorations can, if you choose, be reduced to a single prompt: “Generate a minimal, modern wordmark for a SaaS product called _____.” Recently, I found myself experimenting with one of the latest AI tools promising simple “logo generation.” Within minutes, I had generated dozens of logomarks — each one passable, but each one missing something essential that I couldn’t quite name. After twenty years in design, I’ve watched our tools evolve from physical to digital to algorithmic, each transition sold with somewhat mixed messages: more simplicity and more features; more efficiency and more reach; more speed and more possibility.
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