Type a few words into an AI image tool and you’ll have dozens of logo ideas before your coffee goes cold. For a new business watching every penny, that’s tempting. But your logo isn’t just a picture. It’s the foundation of your brand, and potentially a valuable legal asset. That’s where AI shortcuts can become expensive.
Do you actually own it?
Under UK law, it’s unclear whether a logo produced mainly by AI attracts copyright protection at all, and who would own it if it did. UK law does contain a provision for “computer-generated works”, but how it applies to modern generative tools hasn’t been settled, and lawyers expect the courts or government to clarify it. Until then, you could be investing in branding you can’t fully protect.
It might look like someone else’s
AI tools learn from huge volumes of existing images, and they don’t warn you when an output resembles an established brand. If your new logo turns out to be similar to a registered trade mark in your sector, using it could amount to infringement, even if you had no idea. Passing off is a risk too, because it protects unregistered brands as well.
It may be hard to register
A trade mark has to be distinctive. Generic, look-alike marks, which AI tends to produce because it averages what already exists, can struggle at the UK Intellectual Property Office or face opposition from other brand owners.
Read the small print
Each AI platform has its own terms of use. Some limit what you can do with outputs, or don’t assign all rights to you. Check before you commit.
The cost of starting again
The real risk isn’t the logo itself; it’s everything you build around it. Signage, vehicles, packaging, uniforms and your website all carry it. Being forced to rebrand a year or two in is far more costly than getting it right at the start.
Where AI fits
AI can be a useful tool for early exploration and mood boards. A professionally designed logo, though, is created with intent: researched against your competitors, developed by a human designer who can stand behind its originality, and supplied with clear ownership of the final artwork. For complete peace of mind, we always recommend speaking to an IP solicitor about trade mark searches and registration before launch.
Thinking about a new logo, or worried about one you already have? Get in touch and we’ll help you build a brand you can truly call your own.
Sources
- The hidden risks of using AI-generated logos, Thorntons Solicitors
- Generative AI considerations for brand creators and owners, Bird & Bird