In a world where AI has become an integral part of our lives, the design industry continues to grapple with ethical concerns surrounding the technology. However, when the tables are turned and generative AI seeks the help of human creativity to stand out from the crowd, a unique opportunity arises. This is the story of How&How's rebrand for Ideogram, an AI platform aiming to raise the standards of AI-generated design. The project presented moral complications for Cat How and her team, who approached it with "cautious adoption, not blind enthusiasm."
The moral dilemmas were multifaceted. Working on a generative AI design tool is never a neutral brief for a branding studio, and How&How knew this going in. The tension was palpable in a room full of designers tasked with building the identity for a technology that half the industry is nervous about. To address this, How&How took the project to their moral compass, engaging in thorough discussions and debates to ensure a collective decision-making process.
The irony of the situation played a significant role in their approach. How&How was already experimenting with these tools, and turning down the brief would have meant pretending they weren't. They recognized that you can't hold a position you don't actually hold. Therefore, they adopted a cautious stance, going in with their eyes open, which felt like the only honest way to proceed.
Cat How admits to facing her own struggles with AI scepticism. Designers, being the most sceptical creative group, worry about losing their jobs to AI, with statistics showing 73% concerned and nearly half believing manual graphic production could be obsolete within five years. However, How challenges the notion that scepticism and curiosity are opposites. She believes that genuine wariness of something can coexist with a desire to understand how it works. The real mistake, she argues, is letting fear keep you at arm's length, preventing you from forming your own opinion.
What sets Ideogram apart from other AI brands is their decision to collaborate with human designers. Most AI brands strive for an effortless, machine-made look, but Ideogram understood the value of human craft, instinct, taste, and strategic thinking. They wanted a brand built by people, for people, which is a significant distinction.
How&How's favourite element of the brand identity is the underlying thinking. The entire identity quietly makes an argument: AI can enhance a process, but it can't replace the human touch. Every decision they made became a piece of evidence supporting this idea. The pride they feel isn't in a specific shape or typeface but in the position they've taken, which is a crucial aspect of any successful identity.
The project sharpened How's opinion of AI rather than changing it. By engaging in a deliberate learning process, How&How's small, curious team gained a deeper understanding of AI's capabilities and limitations. This knowledge dispelled fear, as understanding something is the opposite of being threatened by it. How now believes that AI can enhance the way we work, but it is no replacement for human creativity and strategic thinking.
How&How's approach to new technology is to get close to it, find its edges, and put their hands on it. They embrace discomfort as a learning opportunity, as observed in their collaboration with Ideogram. This project taught them that understanding new technology means getting hands-on experience, not just observing from a safe distance. By taking on a challenging brief, they emerged as a better team, with a deeper understanding of AI's potential.
In conclusion, How&How's rebrand for Ideogram showcases the power of cautious adoption and the value of human creativity in the age of AI. By embracing discomfort and understanding the technology, they have created a brand identity that stands out and makes a powerful argument about the role of AI in the design industry.
