Post by Anjali Singh

Maybe the biggest problem isn’t AI. Maybe it’s that we’ve reduced years of design thinking to a JPEG. I created this poster using ChatGPT. Can you make something similar? I hear this quite often these days. And honestly, sometimes it hurts a little. The logo I’m sharing today was designed for an airport café in New Zealand. Looking at the final logo, it may seem simple. But what people don’t see is the thinking behind it. Before designing anything, I spent days understanding the business, the location, customer behavior, and the overall brand experience. The concept was built around a simple observation: People at airports are always moving. They’re rushing to catch flights, checking departure boards, carrying luggage, and constantly on the go. At the same time, many of them want a quick coffee before boarding. That’s why the logo features a running coffee cup capturing both coffee and movement in a single visual. The bright, energetic color palette wasn’t chosen randomly either. It was selected to ensure the café stands out from a distance in a busy airport environment. This is the part of design that often gets overlooked. The research. The strategy. The design principles. The countless iterations. The small decisions that make a logo meaningful instead of just visually appealing. I use AI too, and I think it’s an incredible tool. But a tool can generate visuals. It cannot sit with a client, understand their business goals, study customer behavior, or uncover the insight that becomes the foundation of a brand. That’s still the designer’s job. Maybe I’m overthinking it, but I’d genuinely love to know: Are clients bringing more AI-generated concepts to you these days? #branding #design #linkedinlearning