the most effective financial brands are built with intention, originality, and a deep understanding of the financial institution and the communities they serve. USING AI TO GENERATE A LOGO: SPEED VS. SUBSTANCE Everyone is talking about it. It’s all over the news as we watch artificial intelligence come to life right before our eyes. AI has seemingly made some artwork and logo creation easier than ever before. There are many digitally accessible AI tools at your disposal. For the most part, they are easy to understand and use, and this only enhances the AI experience. The turnaround is fast, and the cost can be minimal. AI allows anyone, even those without an ounce of creativity, to “play” graphic designer, plugging in prompts, pressing a few buttons and generating dozens of logo concepts within minutes! If you don’t like what you see, change the prompt and see what else AI spits out. A new logo can be right at your fingertips, and on the surface, it may even appear reasonably acceptable. But just because you can create your new financial logo using AI, doesn’t mean you should. While appealing on the surface, AI-generated logos come with some inherent risks and critical drawbacks. All of these deserve your consideration if you are tempted to use AI for your next financial services branding project. Make sure you consider the various downsides and the instances where AI doesn’t quite meet your institution’s needs: YOU SHOULD OWN AND FULLY CONTROL YOUR BRAND • AI does not offer logo artwork ownership, so there are extenuating copyright concerns. • Your AI-generated logo may resemble other copyrighted logos, leaving you vulnerable to possible complications and legal ramifications. • You will also need a branding guide to help your marketing department oversee the use of your new brand. This is a document that AI cannot deliver unless it is prompted on what to prepare for. 15 WEST VIRGINIA BANKER
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