Seite - 39 - in Digital Entrepreneurship - Impact on Business and Society

3 Examples fromPractice/Case Studies 3.1 Brandmark: Developing a Logo andBrandUsing Artificial Intelligence Softwarewith Brandmark Brandmark.io is a smart logo-generating tool based onAI technology. It is a tool that shows the technical possibilities of AI and its impact on creative processes. This case illustrates how the designof visual elements can be creatively developed with the use of digital technologies. Thefirmwas founded inVancouver, Canada, by electrical systems engineer andwebdeveloper JackQiao,who has developed a series of AI-powered design tools (Loper 2018). TheBrandmarkwebsite offers variousAI tools formaking a creative logo.One AI-powered tool on theBrandmarkweb application is called theAIColourWheel. TheAIColourWheel automatically colourises logos, illustrations,wireframes and other graphic art (Brandmark 2020). Brandmark uses deep learning tools to gen- erate logos composed of an icon, typography, colour scheme and specifications made by the user. The specific technologies used areConvNets,word embeddings andGAN.The technologyusesmachine learning to generate logo idea presets that consider thespecificationandpreferencesmadeby theuser.Brandmark’sneuralnet approach can group highly similar icons, and its derived legibility score and uniqueness score are able tofind legible and less-common shapes.Another system drivenbyAI is the logo rank tool. It is programmedonover onemillion images to give the user tips, inspiration and ideas. In addition, it can beused to check if your designer took inspiration from stock icons. The third AI tool is called the logo crunch tool, which uses computer vision tomake high-resolution logos legible at lower resolutions. This tool is useful inmaking icons and logos thatwork on both high and low resolutions and different scales. Overall, it makes the process of creating separate logos for each size much easier than other online-based logo generators, since thesemostly use the naïve scalingmethod. The font generator is another smart tool offered on the Brandmark website. It produces unique font pairings fromGoogle fonts. All of these smart AI tools significantly simplify the logo creation process and deliver high visual quality. The use of quality and original visuals is very important in brand development. Uniqueness and legibility are crucial elements of logos to be brandable. They should stand out and be recognisable. Small business owners looking to re-brand are the main target audience for Brandmark. It is a cost-effective way to create visuals for a new brand since it does not require human labour. However, the premium ‘Enterprise’bundle gives the buyer up to 10 original concepts created by Brandmark’s in-house design team.Moreover, the AI logo design process is very time-efficient, as it produces professional design ideas in amatter ofminutes. This process only requires three simple steps in which certain preferences, such as keywords, business name and tagline, and colour styles, are taken into considera- tion.Then, thegivenpresets canbe further edited to theuser’s preferences, such as 40 R. D. Hisrich andM. Soltanifar