Abstract

The article explores the application of artificial intelligence (AI) in generative design, specifically in the creation of trademark logos, through an academic experience with industrial design students. The study explores AI’s role in enhancing creativity, productivity, and diversity during the conceptual design phase, while capturing students’ perspectives on the creative process. The methodology employed included a qualitative survey with open-ended questions to gather student opinions. Two practical exercises were conducted, one using traditional methods and the other AI, to design logos for fictitious brands. Results indicate that manual designs allow for greater expression of brand identity and emotional attachment, whereas AI-assisted designs offer rapid generation of numerous versions with a professional finish. Students identified key advantages of AI, including time optimization and support in generating new ideas. However, they highlighted limitations such as reduced control over final outcomes and difficulties in editing AI-generated designs. The findings suggest that AI, while lacking the personality and emotional depth of manual designs, can complement traditional methods when used strategically. This study emphasizes the potential of hybrid approaches combining human creativity with AI efficiency to achieve optimal outcomes. It also underscores the need for design education to integrate AI tools, preparing students for a rapidly evolving industry. The research contributes to discussions on balancing efficiency, creativity, and control in professional logo design, proposing strategies for human–AI collaboration in design processes.