In this series, I challenge ChatGPT to create logos from my clients' briefs and compare them to my designs.

The Client: Fireside Stitchery

Fireside Stitchery started as a mail order catalog in 1993, and became a brick-and-mortar shop after a few years. In 2023, Fireside came to me for a rebrand.

The Prompt

When I shared Fireside’s responses to my branding questionnaire with ChatGPT, I shared the full responses. Here is a summary of what they wanted:

Brand name: Fireside Stitchery
Style: Modern with a nod to vintage design
Tone: Warm and welcoming
Typography: Flowing vibe inspired by needle and thread, while still clean and readable
Brand feeling: Established, friendly, knowledgeable, creative
Colors: Warm “fire” colors as an accent
Usage: In-store and online; on products, signage, and apparel/merchandise
Design goal: Scalable, with a recognizable mark that can be used on its own

The Logo: 2cubed

The Logo: ChatGPT

ChatGPT’s first attempt. I had to remind it after this to simplify.

Second attempt. I’m not sure what the illustration at the top is supposed to represent. At this point, I was getting frustrated with its output, so I gave it a little nudge and asked it to incorporate a needle and flame.

Third attempt, still missing the simplicity mark. I figured we weren’t going to get any better than this, so I asked it to make this into an editable vector file.

The Deliverables

As with all of my clients, I provided a full suite of logos and marks, in multiple colorways, single-color versions, and multiple formats. I always include vector files so clients can easily send their logo to vendors for printing for signs, apparel, and other business necessities.

I asked ChatGPT to export its third attempt as a vector (an editable filetype), and here is what it exported:

ChatGPT says this logo is iconic and recognizable. ChatGPT also apparently does not know how to thread a needle.

The Conclusion

You be the judge. Who’s the winner?

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