Logo Generators vs. Custom Logo Design: What’s the difference?

The logo is the forefront of your company, and should be a true representation of your company’s aspirations and business goals.

Before it was simple, you would approach a reputable creative agency to design a custom logo for you. These days there is a massive swamp of logo generating programs popping up all over the internet. Just Google the word ‘logo’, and you’ll find your search results filled with them, and most are offering free logo design!

So is this a good thing? Does it make good business sense to build a brand using a logo generator? Well let’s check out the pros and cons of both:

Logo Generators:


  • Majority are free to use
  • Quick turnaround
  • DIY-friendly
  • Wide variety of options


  • Not unique
  • Quality is variable
  • You don’t own the copyright to the design
  • Multiple companies can share the same design
  • Lacks identity and that human touch
  • You can’t trademark the design
  • There are fees to retrieve usable file formats
  • Unable to build a brand
  • Possible legal disputes around the use of the same logo

Generic LogosThe logos above are lacking any real identity. For me, the most important element when creating a brand is that human connection. Simply discussing your business’ personality with a team of creatives can spark hundreds of unique ideas – and this is how great creative journeys are started.

Let’s take a look at the pros and cons of custom designed logos for comparison.

Custom Logos:


  • Completely unique
  • Strategic backing
  • Has a human element
  • Copyright and trademarking is possible
  • Represents YOUR business aspirations and goals
  • Costed to fit most budgets
  • Supplied in any format requested
  • It’s a fun journey


  • Not free
  • Can be expensive
  • Not available in minutes


Custom Logos There’s a vast difference between the custom logos and the generated ones. There simply is no replacement for the human element – people creating things for people can never be trumped.

When building a business for the long haul, it doesn’t make sense to use anything but a custom brand. The saying “a poor man always pays twice” rings true for a generated logo design.

Logos created with logogenie