One (boring) part of filing a logo in the USA is describing this logo in regular words. A big secret: trademark attorneys hate it!
A fun and smiling rabbit, you would think? It’s an absolute nightmare for a trademark attorney describing the logo. Here is how a trademark attorney described the mark:
The mark consists of A PARTIAL OVAL-SHAPED DESIGN ELEMENT WITH THE TERM "NUTRIGAL" POSITIONED THEREIN, WHEREIN THE LETTER "N" IS CAPITALIZED, WHEREIN THE TERM "ZERTUCHE" IS POSITIONED BELOW THE TERM "NUTRIGAL," WHEREIN THE LETTER "Z" IS CAPITALIZED, WHEREIN A PAIR OF WHEAT STALKS ARE POSITIONED WITHIN A RIGHT-HAND PORTION OF THE OVAL-SHAPED DESIGN ELEMENT, WHEREIN AN ANTHROPOMORPHIC RABBIT DESIGN ELEMENT IS POSITIONED OVER A LEFT-HAND PORTION OF THE OVAL-SHAPED DESIGN ELEMENT, WHEREIN THE ANTHROPOMORPHIC RABBIT DESIGN ELEMENT IS WEARING A NECKERCHIEF AND A SKIRT, WHEREIN THE ANTHROPOMORPHIC RABBIT DESIGN ELEMENT IS HOLDING A WHEAT STALK IN ITS RIGHT PAW, WHEREIN THE ANTHROPOMORPHIC RABBIT DESIGN IS POINTING TO THE TERM "NUTRIGAL" WITH ITS LEFT PAW, WHEREIN THE ANTHROPOMORPHIC RABBIT DESIGN ELEMENT IS IN A STANDING CROSS-LEGGED POSE.
This one is a bit of an overkill, but you still get the point, right? Writing a description for a logo is not exactly the most exciting thing in the world.
Some even say describing logos is the most frustrating task for an attorney. Nonetheless, these painfully detailed descriptions of logos can be used as very detailed instructions for AI tools. We will use them to try to recreate logos of different companies and see what the AI can do.
Note! The original trademarks are the property of the respective owners. Bonamark does not have any affiliation with all the owners of trademarks mentioned in this article, while some of the marks are of our clients. The use of the marks in this article is nominative, without implying any endorsement or affiliation by the trademark owner. The description of logos is publicly available on the website of the USPTO.
We will be using a free version of leonardo.ai for this purpose and doing this purely for fun. We are not trying to question the work of AI developers or designers. Nor are we trying to prove or disprove that AI tools can be used as a replacement for logo design services.
|Disclaimer #2: Some of the images are horrible. Proceed at your own risk.
Let’s use this one, for example “ANTHROPOMORPHIC RABBIT IN A STANDING CROSS-LEGGED POSE HOLDING A WHEAT STALK IN ITS RIGHT PAW POINTING TO THE TERM "NUTRIGAL" WITH ITS LEFT PAW”
Well, this one looks like a nightmare fuel. We bet you won’t sell anything with this rabbit on your logo.
There was even a second (cursed) image, but we decided that humanity was not ready for that.
But not all of them were that bad. Let’s check this trademark:
Its description: The mark consists of the word "HARCHI" in green, below which is the wording "HOT FOOD WHEREVER YOU ARE" in orange. Above the word "HARCHI" is an image of an orange pot with a small white reflection, with a green spoon inside the pot, and with three green bubbles emanating from the pot. The pot stand is green. All literal and design elements are enclosed within a circle outlined in orange. The remaining white in the mark represents the background and transparent area and is not claimed as a feature of the mark.
How the AI recreated this logo:
Though not ideal, the first one can even be used in some marketing campaigns.
Here, we will try this adorable logo:
“The mark consists of the phrase "THE WEE BEAN" in stylized lettering arranged in an arcuate configuration, an anthropomorphic bean-shaped design element positioned above the phrase "THE WEE BEAN", all of the above elements disposed inside a circular design element.”
The AI did an excellent job in this case!
The logo gives off a friendly impression and looks like something straight from a fantasy game.
Let’s go to the next one:
The mark consists of a two-toned circle with a silhouette of a standing deer. Below the circle is the wording "DIVERXIN" in a stylized font.
The results are quite good, though one stag’s leg is missing from the image. This logo reminds us of the famous Jagermeister logo.
If we are talking about Jagermeister, how will the AI recreate their iconic logo if we are talking about Jagermeister?
The description of the logo on the USPTO website sounds very simple: “a circle inside which is a cross radiating light over a stylized stag design”.
But for some reason, the AI creates a spider-stag.
But the results are not always that bad. What about Starbucks? Their logo is very detailed; how will the AI recreate it using the description provided by the trademark owner during the registration process?
“the wording "STARBUCKS COFFEE" in white inside a green circular seal containing two white stars and the design of a siren (a two-tailed mermaid) wearing a crown in black and white.”
Wow, this one is great! But I guess you see the issue. The actual logos are far less detailed than the AI images. Real logos are usually minimalistic, easier to print and reproduce, and easier for customers to remember.
Let’s try something more challenging:
A US trademark, “PALAZZO VERSACE” with Serial Number 87634732. This mark is an abandoned mark (this means it was never registered) of GIANNI VERSACE S.R.L.
“The mark consists of the stylized words "PALAZZO VERSACE" under a Medusa's head that is partly encircled by two branch designs below and on the sides and a design element above the head.”
We asked to create a 2-dimensional logo:
Then, we asked to make it more minimalistic:
And the results were quite interesting. The logo is similar to the original one, below is the link for you to compare:
The last one will be the Red Bull logo.
As you can see, the results could be better and are very far from the original logo. We tried to change the description, but the results were not similar to the original logo.
We had to change the description almost entirely to get something similar to the famous trademark:
“a 2D logo for an energy drink brand with two red bulls charging each other. Behind the bulls, there is a big stylized sun. Above the sun, there is the following text: Red Bull.”
We had a lot of fun using leonardo.ai for recreating famous logos. Do you think we should try other AI tools as well? What trademark would you like to recreate? Send us your propositions at [email protected]