A logo is the keystone of a brand’s identity, encapsulating its essence and creating an immediate, lasting impression. To understand what makes logos stand out, we conducted an eye-tracking experiment analysing which logos are the most attention-grabbing.
With these findings in mind, we consulted Dr Sham Singh, a Harbor UCLA-trained psychiatrist with expertise in visual and emotional psychology, to develop prompts for AI to reimagine logos for leading brands in fashion, tech, beauty, and food. We then evaluated the AI-generated designs to determine how well they aligned with each brand’s identity and whether they captured the originality and emotional resonance essential to great design.
Finally, Richard Kemp, Creative Lead at Solopress, offers his expert insights on the designs and shares what truly makes a logo impactful. This collaborative process aimed to uncover whether AI-driven designs could meet the standards of effective branding.
The Most Eye-Catching Brand Logos
To uncover the world’s most eye-catching brand logos, Solopress conducted an eye-tracking experiment, analysing where viewers’ eyes focused when exposed to different logos. By categorising key design elements, they measured how long viewers spent on each logo, how quickly it grabbed their attention, and how often their gaze returned to it—showcasing the true power of design in capturing attention at a glance.
Sony claimed the top spot with an exceptional eye-catching score of 9.6/10. Its iconic logo, defined by a clean and bold design, held viewers’ attention for an impressive average of 1,385 milliseconds across nearly three glances. Remarkably, the first glance occurred in just under three seconds, highlighting the logo’s ability to grab attention instantly with its striking simplicity.
McDonald’s followed closely in second place, achieving a strong eye-catching score of 9.2/10. Its bright yellow ‘Golden Arches’ drew attention in under four seconds, with each glance lasting an average of 1,258 milliseconds over 2.5 glances. The logo’s distinctive shape and colour ensure it stands out quickly and effectively engages viewers.
Microsoft secured third place with a solid eye-catching score of 7.9/10. Featuring a colourful four-square design, the logo captured attention for an average of 926.6 milliseconds over 2.5 glances. While its first glance occurred within 2,284 milliseconds, it lacked the immediate impact of Sony or McDonald’s but maintained steady engagement thanks to its vibrant and approachable design.
These findings illustrate how elements like simplicity, colour, and recognisability play pivotal roles in creating logos that resonate instantly and hold attention.
| Rank | Brand | Category | Average total duration of glance (milliseconds) | The average number of glances | Time to first glance (milliseconds) | Eye-catching Score /10 |
| 1 | Sony | Tech | 1,385.3 | 2.9 | 2,914.9 | 9.6 |
| 2 | McDonald’s | Food | 1,258.8 | 2.5 | 3,695.9 | 9.2 |
| 3 | Microsoft | Tech | 926.6 | 2.5 | 2,284.1 | 7.9 |
| 4 | Ralph Lauren | Fashion | 1,100.0 | 2.1 | 7,446.8 | 7.8 |
| 5 | Starbucks | Food | 908.9 | 2.1 | 3,916.8 | 7.5 |
| 6 | Gucci | Fashion | 938.3 | 1.9 | 3,470.1 | 7.2 |
| 7 | Coca Cola | Food | 898.5 | 2.5 | 3,380.1 | 6.4 |
| 8 | Charlotte Tilbury | Make-Up | 990.1 | 2.0 | 8,486.5 | 7.0 |
| 9 | Samsung | Tech | 840.1 | 2.8 | 4,998.4 | 7.4 |
| 10 | Maybelline | Make-Up | 846.6 | 1.5 | 5,801.2 | 5.6 |
(Re)generated fashion brand logos
Fashion branding walks a fine line between timelessness and trend. In an industry where styles change with every season, creating a logo that endures is no small feat. A successful design has to express the brand’s distinctive house style while staying flexible enough to remain relevant as trends evolve.
That’s why many fashion brands rely on minimalist approaches—simple typography, restrained colour palettes, and often monochromatic black logos. When executed thoughtfully, these choices can achieve sophistication and longevity.
Dr Singh highlights why these choices work:
“Fashion logos are often devised to bring forth feelings of luxury, exclusivity, and even timelessness. The colours included in this group are black, white, and deep muted tones; sophistication is well expressed and appropriately used, as it conveys elegance and exclusiveness.”
We asked AI to reimagine logos from leading fashion brands using these principles. Here’s what we found.
Louis Vuitton
Known for luxury luggage and leather goods, Louis Vuitton also lends its iconic initials and quatrefoil motifs to accessories, fragrances, shoes and jewellery.
AI (Re)Generated Louis Vuitton logos
The AI-generated logos successfully identified the convention of placing motifs above the brand name, a hallmark of luxury fashion branding. The first two designs incorporate decorative elements, which could be a starting point for new brands seeking inspiration. However, these illustrations don’t quite manage to reflect Louis Vuitton’s distinctive heritage.
The second design demonstrates finer detailing and even hints at the shape of a bag, which aligns more closely with Louis Vuitton’s core products. While fans of the brand might struggle to recognise its trademark aesthetic, this attempt shows how AI can begin to connect product categories with logo concepts. The third design highlights a common challenge for AI in handling graphic typography, where brand initials need to remain legible and cohesive.
Ralph Lauren
This New York-based fashion house is probably less known for its haute couture than it is for its known preppy Polo label. The range includes button-down shirts, blazers, knitwear, footwear, and of course polo shirts.
AI (Re)Generated Ralph Lauren logos
The AI-generated logos experiment with proportions, which could be useful for brands exploring different layouts. However, Ralph Lauren’s genuine logo distinguishes itself with its oversized wordmark, which adds boldness and impact. By normalising the proportions, the AI versions lose some of this individuality.
The second design, featuring a horse’s head, successfully identifies polo as a key element of the brand’s identity. However, without the rider, the association feels incomplete. The third iteration, with its laurel wreath, might be suitable for another market but feels misplaced here, as it closely resembles the emblem of competitor Fred Perry. For new brands, AI can provide a range of exploratory ideas, but these still require refinement to align with a specific brand’s legacy and market position.
Adidas
adidas is a unique case, as it successfully manages multiple high-profile logos, including the ‘trefoil,’ ‘mountain,’ and ‘circle’ designs, all unified by the iconic three stripes.
AI (Re)Generated Adidas logos
The AI-generated designs for adidas showcase some interesting concepts. The first design explores the idea of fading into the logo and distorting the chevrons, but this slightly ambiguous approach doesn’t reflect the confidence and clarity expected from a sports performance brand. The second design introduces a bolder, more military-inspired look, while the third departs entirely from the all-important three stripes. These designs show how AI can push boundaries and present alternative ideas, particularly for new or rebranding businesses looking to define themselves.
(Re)generated tech brand logos
Tech logos thrive on simplicity and future-forward design, often incorporating clean lines, bright colours, and shapes inspired by connectivity.
According to Dr Singh: “In tech, logos need to convey innovation, trustworthiness, and energy toward the future. Blue is one of the favourite (sic) colours in this industry, as it speaks of security, dependability, and intellect—all those features that technology brands want to be perceived with.”
We explored how well AI could align with these values in tech logo redesigns.
Apple
Founded in 1976, Apple has had its ups and downs both in terms of business performance and branding. Its original logo—an intricate, woodcut-style illustration of Isaac Newton beneath the apple tree—was abandoned because it couldn’t be reproduced on a vacuum-formed plastic computer casing. Fast forward nearly 50 years, and Apple is riding high with a thriving computer, phone and tablet offering, and one of the most recognised logos on the planet.
AI (Re)Generated Apple logos
These designs have a polished and professional feel, but they move away from the 2D, monochrome simplicity of the original logo. While the first design could work beautifully as a perfume bottle, its intricate style doesn’t fully capture Apple’s focus on effortless user experience. The coloured versions are a nod to Apple’s iconic rainbow logo from 1977. AI does well in drawing on past references, but for a brand like Apple, it’s important to align its innovative products with branding that continues to push boundaries.
Sony
Long-established electronics giant Sony has used a number of logos throughout its lifetime. Sub-brands such as Sony Pictures, Playstation and Vaio have also been represented by variations on the logotype and accompanying graphics. The core logo, a simple horizontal wordmark, has remained more or less unchanged since 1973.
AI (Re)Generated Sony logos
The AI-generated logos incorporate a yellow, green, and blue swirl, successfully evoking themes of technology, connectivity, and movement. The first design’s proportions suggest an iris, which could symbolise Sony’s focus on audiovisual innovation. The second version refines the concept but may shift attention away from the brand name. The third, less symmetrical attempt feels unfocused. These designs demonstrate how AI can generate interesting starting points, but refining them to meet brand requirements and retain clarity is key.
Samsung
Known for phones, home entertainment and computing, the Korean electronics giant used to feature its wordmark in an offset ellipse. Since 2005 though, it has relied on the wordmark alone, with its distinctive block caps featuring the capital ‘A’ with a missing crossbar.
AI (Re)Generated Samsung logos
The AI-generated designs for Samsung share similarities with those created for Sony, highlighting themes of technology and connectivity. While these concepts are visually striking, their similarity underscores a common AI challenge: the risk of overlapping ideas. This demonstrates the importance of using AI as a tool to inspire creative directions rather than relying solely on it to produce a unique identity. For newer brands, AI can help spark ideas, but standing out in crowded markets may require additional refinement and human input.
(Re)generated beauty brand logos
In the beauty industry, logos must embody elegance and allure. Beauty logos must balance elegance and warmth, often relying on organic shapes and soft colours. Dr. Singh explains:
“As far as beauty brands are concerned, the logos should be elegant, warm, and approachable. The colours are usually softer, such as pastel shades or hues that would remind one of nature, such as rose or earthy shades.”
Charlotte Tilbury
Entrepreneur and founder Charlotte Tilbury is a strong figurehead for this UK cosmetics company. When she’s not busy running this beloved make-up brand, she serves as an Ambassador for Women for Women International and a writer for British Vogue.
AI (Re)Generated Charlotte Tilbury logos
The AI-generated designs explore organic shapes and flowing forms, but some stray into themes unlikely to align with Charlotte Tilbury’s elegant and recognisable interlocking ‘C’ and ‘T’ logos. These designs show how AI can generate creative starting points, particularly for new brands. With refinement, they could evolve into something more fitting for Tilbury’s refined aesthetic.
L’Oréal
L’Oréal describes itself as a ‘global flotilla of complementary brands.’ In fact, it owns substantial holdings in Yves Saint Laurent, Mugler, the aforementioned Ralph Lauren and more, primarily looking after the beauty and fragrance arms of those fashion houses.
AI (Re)Generated L’Oréal logos
The AI designs incorporate flowing scripts and floral motifs, capturing elegance and warmth. However, they lack the global sophistication of L’Oréal’s logo and would be better suited to a high-street beauty brand. With additional prompts, AI could refine these concepts to align more closely with L’Oréal’s established identity.
M·A·C Cosmetics
Make-Up Art Cosmetics, or M·A·C, is one of the world’s top three cosmetics brands by revenue. True to its name, the Canadian brand’s emphasis on artistry has established it as the go-to choice for bold, vibrant colours. As a result, M·A·C products are firm favourites among make-up artists in the fashion and entertainment industries.
AI (Re)Generated M·A·C logos
Part of M·A·C’s appeal is that it’s widely used by professional make-up artists. The AI-generated logos use abstract shapes and pastel gradients, which move away from the bold colours associated with the products, and the deliberately stark aesthetic of the established branding. Prompting AI with further context around M.A.C’s identity and history could yield designs that better reflect the brand’s values.
(Re)generated food and beverage brand logos
Food and beverage logos must evoke flavour, freshness, and fun. Reds, oranges and yellows, along with black and white, are prevalent among the logos of global food and drink chains for reasons we have previously discussed on this blog.
Dr Singh notes: “Food and beverage logos should evoke flavour, freshness, and fun right from the word go. The most applied colours are warm colours such as red, orange, and yellow, which provoke one’s appetite and give off the feeling of energy.”
We used these insights to guide AI in creating food and beverage logos.
Coca-Cola
While product variations feature their own colourways, classic Coke is all about red and white. The distinctive bottle was inspired by the contours of the cocoa bean, which in turn informs the curves that are echoed in the capital ‘Cs and white ribbon detail in the logo. With such a meaningful heritage, let’s see if AI can top this narrative-driven design.
AI (Re)Generated Coca-Cola logos
The AI’s reinterpretations explored varying levels of abstraction. The curve in the first design evokes the beverage splashing into a glass—a concept that could be developed further with refinement. The second design, featuring a glass with a stem, deviates from the brand’s aesthetic but offers a creative interpretation of Coca-Cola’s iconic glassware. With some adjustment, it could better reflect the familiar shape of their classic bottle.
The third design presents another take on a swirl, a recurring motif in this project. While dynamic, it doesn’t achieve the level of specificity Coca-Cola’s branding thrives on. Future iterations might benefit from prompts emphasising the enduring red and white palette that has been synonymous with the brand for over a century.
KFC
Kentucky Fried Chicken is what it says on the bucket: a fried chicken brand founded in 1930s Kentucky by none other than Colonel Harland Sanders, whose face has graced most of KFC’s logo iterations over the years. In the past the logo has featured accents of blue, and flesh colouring to the Colonel’s face, but the current version follows the trend for flat minimal design, in just black white and red.
AI (Re)Generated KFC logos
The first version, possibly depicting stylised animal shapes, shows willingness to achieve an abstract representation of a chicken. The second design features a bowl-like shape, which relates to food, but not specifically to fried chicken. The third design, with its curved forms, could represent feathers or wings. While these designs show creativity, AI would benefit from prompts focusing on the brand’s core identity and visual heritage, specifically the importance of featuring the Colonel himself.
Starbucks
Founded in Seattle in 1971 as a retailer of high-quality coffee beans, Starbucks is now the world’s largest coffee shop chain. The familiar mermaid illustration, known internally at Starbucks as the ‘Siren logo,’ used to appear with the words ‘Starbucks Coffee’ surrounding the roundel. Now, however, she stands alone, demonstrating that this simple illustration is able to express the brand perfectly without the need for text.
1990s logo vs current logo.
AI (Re)Generated Starbucks logos
Food brands often use reds and oranges to whet our appetites, and AI has leaned into these colours. However, this shift moves away from the distinctive green associated with Starbucks’ barista aprons, a colour that has become integral to its identity.
The nautical theme central to Starbucks’ brand is reinterpreted in unexpected ways. The first two designs bring the Siren inland, with one transforming her into a tree. While autumnal and pleasant, this imagery feels off-brand. The final design, depicting a mug, doesn’t convey the sophistication expected from Starbucks and feels more suited to an emerging coffee brand. These examples demonstrate how AI can generate creative reinterpretations but might require additional context to fully capture a brand’s established character.
The final verdict
Richard Kemp, Creative Lead at Solopress, offered his perspective on the role of AI in logo design, highlighting both its uses and limitations:
“AI offers speed and consistency, making it a useful tool for generating ideas and exploring a variety of directions. However, creativity isn’t just about combining data—it’s about taking risks and finding unexpected connections.
When it comes to fashion logos, AI tends to play it safe, sticking to conventions rather than pushing boundaries. Food and beverage brands often follow the rulebook but forget to add the emotional flavour that makes a logo truly memorable. In tech and beauty, while AI can deliver clean, functional designs, it often lacks the cultural and emotional resonance needed to make a lasting impact.
Ultimately, the best logos are born from a blend of artistry and strategic insight, which remains uniquely human. AI can be a helpful collaborator, but it’s the designer’s vision and understanding of human emotion that transform a logo from good to iconic.”
Methodology
An eye-tracking study of 21 of the most famous brand logos. The study tracked how long each participant glanced at each logo, the speed they glanced at it, and how many glances each participant gave at the logo.
Definitions:
Glances: The time from when the eyes start moving toward the area of interest (AOI) until the last moment they focus on it.
Duration of glances: The time from when the eyes first move into the AOI until they stop focusing on it.
Number of glances: Number of Glances that occur during an interval of time.
Speed of glance to AOI: The time it takes for a participant to fixate on a specific area of interest after it becomes visible on screen.
To create our reimagined logos, we used an AI tool called MidJourney, incorporating expert insights from Dr. Sham Singh, a Harbor UCLA-trained psychiatrist, to revamp some of the world’s most iconic logos.
This research was conducted in November 2024.
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