Abstract
Generative artificial intelligence (GenAI) is transforming brand identity design by dramatically compressing concept development cycles and expanding creative access to non-designers. Yet early adoption exposes unresolved legal, cultural, and quality risks that current design standards do not address. This ongoing study investigates how GenAI reshapes tools, workflows, and professional roles across the brand-identity lifecycle and identifies where human expertise remains essential to safeguard creative integrity. Using a mixed-methods, practice-led approach, the research draws on 1) six comparative case studies of branding projects launched between 2020 and 2025, 2) seven semi- structured interviews with designers, educators, technologists, and clients, and 3) a forthcoming AI- enabled co-design workshop. A meta-matrix will integrate workflow touch points, stakeholder perceptions, and quantitative workshop metrics to reveal where GenAI adds value, introduces risk, or demands human oversight. Preliminary findings reveal that GenAI accelerates ideation but shifts labour toward post-generation vetting; stakeholder sentiment remains divided between efficiency and creative depth; and designers’ skill sets are evolving toward strategic framing, prompt literacy, critical curation, and cultural research. The next research phase will develop an actionable framework that clarifies how automation and authorship can coexist responsibly. By mapping the evolving division of labour between humans and machines, this study advances theory and practice toward a sustainable model of AI-assisted authorship in brand identity design.
Keywords
Brand Identity Design; Generative AI; Creative Workflows; Design Practice; Human-AI Collaboration
DOI
https://doi.org/10.21606/iasdr.2025.1219
Citation
Kang, B.,and Shen, Y.(2025) Brand Identity Design with Generative AI: Between Automation and Authorship, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.1219
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 4 - Human-Centered AI
Brand Identity Design with Generative AI: Between Automation and Authorship
Generative artificial intelligence (GenAI) is transforming brand identity design by dramatically compressing concept development cycles and expanding creative access to non-designers. Yet early adoption exposes unresolved legal, cultural, and quality risks that current design standards do not address. This ongoing study investigates how GenAI reshapes tools, workflows, and professional roles across the brand-identity lifecycle and identifies where human expertise remains essential to safeguard creative integrity. Using a mixed-methods, practice-led approach, the research draws on 1) six comparative case studies of branding projects launched between 2020 and 2025, 2) seven semi- structured interviews with designers, educators, technologists, and clients, and 3) a forthcoming AI- enabled co-design workshop. A meta-matrix will integrate workflow touch points, stakeholder perceptions, and quantitative workshop metrics to reveal where GenAI adds value, introduces risk, or demands human oversight. Preliminary findings reveal that GenAI accelerates ideation but shifts labour toward post-generation vetting; stakeholder sentiment remains divided between efficiency and creative depth; and designers’ skill sets are evolving toward strategic framing, prompt literacy, critical curation, and cultural research. The next research phase will develop an actionable framework that clarifies how automation and authorship can coexist responsibly. By mapping the evolving division of labour between humans and machines, this study advances theory and practice toward a sustainable model of AI-assisted authorship in brand identity design.