Introduction
The evolution of artificial intelligence (AI) in today’s context has catalyzed innovation and changes in the design production model, reshaping the skills needed by future designers/architects who also require a renewed perspective (Sukkar et al., Reference Sukkar, Fareed, Yahia, Mushtaha and De Giosa2024a). The repercussions of worldwide technological and economic developments following the Industrial Revolution have led to intense competition in the international market. The pace of production and consumption has reached unprecedented levels. The pace of production and consumption has reached unprecedented levels. This surge in production has resulted in the emergence of numerous manufacturing companies in the market to meet the growing demand. As a consequence of globalization, the desire to distinguish and be noticed within the competitive market has given rise to the concept of corporate identity. Within the framework of a comprehensive image, being powerful and reliable, highlighting easily perceptible distinctions, and creating a memorable impression have become the primary objectives for companies to differentiate themselves in this competitive landscape.
Eichenauer (Reference Eichenauer1994) defines corporate identity as a broad concept encompassing both the internal and external aspects of a company. This definition extends beyond the organizational structure and personnel policies to include outward-facing communication strategies (Eichenauer, Reference Eichenauer1994). Corporate identity integrates customer service, social activities, and marketing strategies, shaping the public perception of the brand. In this context, the expression of corporate identity through architecture holds significant importance, as it allows the company’s brand values to be reflected in its physical spaces.
In an effort to be one step ahead in almost all sectors in terms of consumption needs, the concept of branding is gaining importance and corporate strategies are being determined in this sense. It is believed that the effort to differentiate is achievable through design, leading to a search for a deliberate stance toward this goal. Major branding decisions and corporate identity design are processes carried out and managed in parallel. For this reason, it is imperative that there should be a relationship between the corporate logo and the corporate space. Consistency in logo designs and space designs will become an effective tool and create a bond that ensures loyalty between the institution and the customer. One of the main objectives of this study is to examine the results obtained by using corporate logos while designing the spaces of the brands, which carry traces of corporate identity and hints of branding, with AI bots. These bots represent the state-of-the-art technology in human–computer interaction.
In the study, according to the 2023 Best Global Brands report (https://interbrand.com/best-brands/; accessed 9 December 2024), the brands in the top 10 of the list were selected as samples. Additionally, Airbnb, which ranks first among those that increased brand value the most, was included in the sample for analysis. Porsche follows Airbnb with 20% growth and was likewise included in this study. The main motivation of the study is to shed light on the interaction of brand identity and AI technology in the design processes. One of the today’s AI technologies involves creating images from text. Text-to-image generation is a sub-branch of AI that focuses on the production of realistic and meaningful visual content from text-based descriptions. This technology is often supported by deep learning models, especially models such as generative adversarial networks (GANs). Deep learning is a branch of AI that involves complex neural networks trained on large amounts of data. Text-to-image generation is usually performed using GANs, variational autoencoders (VAEs), and similar deep learning models. In this study, LookX and Copilot AI bots, which are text-to-image generation technologies, were chosen as main methodological tools. The question of whether AI bots recognize the selected brands and their logos was evaluated based on predefined criteria. The resulting products were evaluated in the context of architectural presentation technique, visual quality, and aesthetic strategies. In the evaluation of the architectural presentation technique, it is noted that the LookX and Copilot AI interface generate results in the form of architectural form, facade, interior, and site plan. Another assessment concerns visual quality. The aesthetic concept mentioned in the final evaluation, rather than being a subjective concept of visual appeal, is an organizational principle that reflects corporate identity and a sense of order reflecting visual coherence. The methodology and concept of aesthetic strategy design are based on aesthetic styles, symbolism, and aesthetic theme stages (Berleant, Reference Berleant1970). The same evaluation stages were applied to experiments conducted on the LookX AI interface with image-to-image (I2I) generation technology. The evaluation was made by the authors, and a common agreement was reached. In this multidisciplinary study on brand and architecture, one of the authors is an architect academician and the other is an academician whose expertise is branding. Through these experiments aimed at architectural design production from a visual design element such as a brand logo, this article aims to inspire future studies and contribute to advancements in transitioning from autonomous design tools to decision-making processes.
This study examines AI bots and the outputs obtained through them, treating these outputs as one of the design parameters, and thoroughly investigates the evaluation results derived from the tested methods. The interaction between architectural identity and corporate identity forms one of the focal points of the research. This study aims to explore the role of AI- assisted processes in designs where both identity types are simultaneously shaped. In this context, an experimental approach is adopted, and a process design proposal is presented. The integration of AI into the design process enables the creation of more creative, brand-specific designs through innovative solutions that emerge from the intersection of architectural and corporate identity elements. Additionally, it is suggested that this study offers a new perspective on how AI technologies can be more effectively utilized in architecture and brand design, and it opens potential research avenues for future applications.
Brand and corporate identity
American Marketing Association defines (1960) brand as “A name, term, design, symbol, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors.” A brand is a collection of ideas that contribute to shaping the order and structure of every successful company or organization, distinguishing it from the others. A brand is the way people think and feel about a company. Within the business world, the most enduring and powerful concept is the brand, and as such, it requires careful design and management. A brand is the culmination of ideas that remind the consumer of the product and increase its value and satisfaction, ultimately compelling them to use the product (Pettis, Reference Pettis1998). In essence, a brand encompasses the past and future of a product, providing products with meaning and direction, and over time, gaining a contractual quality between the consumer and the company (Kapferer, Reference Kapferer1992).
A brand logo transcends a mere graphic; it is a visual representation of a brand’s core identity. While the logo is only a part of the brand strategy, it appears literally at every touchpoint between the brand and its customers. In general, a logo combines elements like symbols, text, colors, and shapes, meticulously crafted to convey a brand’s character, principles, and mission. Brand logos can range from intricately detailed to elegantly simplistic, and their primary function is to instill instant recognition and association with a brand. A well-crafted logo can etch an enduring impression, cultivate trust, and chart a course toward brand success. Traditionally, logo design involved major brainstorming sessions and significant investments. Traditional logo design, as part of a creative process, is typically built upon intensive brainstorming sessions, market research, and visual communication theories. The goal of this process is to create a visually meaningful and memorable design that reflects the brand’s identity. Designers develop their designs by considering elements such as color theory, typography, symbolism, and aesthetic components. Additionally, the logo design process often requires numerous revisions, client feedback, and the use of professional design software tools. This traditional process can be time-consuming and costly. For example, a company’s logo may undergo years of development stages aimed at achieving a design aligned with the brand’s strategy (Grassl, Reference Grassl2000; Wheeler, Reference Wheeler2017).
However, with the advent of AI-powered logo generators, companies can now create professional logos effortlessly and cost-effectively. Kara et al. (Reference Kara, Ergin, Yalçin, Çelik, Deveci and Kadry2025), in their paper titled “Sustainable Brand Logo Selection Using an AI-Supported PF-WENSLO-ARLON Hybrid Method,” investigated the impact of AI on logo design by conducting AI-driven experiments using text-to-image technology. However, no existing study has addressed AI-driven designs as a source of inspiration for architectural design in terms of the formal aspects of brand logos. In this context, this study has emerged as the starting point.
In recent times, companies have encountered a challenging undertaking in crafting the architecture of their physical spaces. Studies within the realms of place architecture and corporate identity have underscored the importance of developing a favorable place architecture. This can aid customers in focusing on the essence of the corporation, its values, communications, and deliveries. A well-crafted place architecture enables organizations to convey a more consistent message, one that can be effectively transmitted to stakeholders, thereby enhancing the identification with the organization (Foroudi et al., Reference Foroudi, Balmer, Chen and Foroudi2019). Corporate identity, as emphasized by Balmer (Reference Balmer, Schroeder and SalzerMorling2005), is intricately linked with architecture, with place architecture serving as a vital element of symbolism within the competitive business environment. Modern architecture, as articulated by Vischer (Reference Vischer2007), represents a fusion of industry, art, and contemporary social needs. Consequently, exploring the relationship between corporate identity and architecture becomes imperative in understanding how these elements interplay.
There are three main approaches in contemporary literature on corporate identity (Van Riel & Balmer, Reference Van Riel and Balmer1997). The first approach considers corporate identity as a graphic design, the second perceives it as the integrated communication of the organization, and the third considers it as an interdisciplinary formation within the framework of organizational behavior (Figure 1; Van Riel & Balmer, Reference Van Riel and Balmer1997).
The interdisciplinary approach to corporate identity involving the logo (adapted from Van Riel and Balmer, Reference Van Riel and Balmer1997).
Creating a comprehensive corporate identity involves considering corporate communication, corporate design, corporate culture, corporate behavior, corporate structure, and corporate strategy as components that should be addressed together to generate the desired positive impact on all internal and external target audiences, starting from the organization’s vision, mission, and philosophy. These components of corporate identity are interconnected and do not have distinct boundaries. At this point, it is possible to assert that the interdisciplinary nature of corporate identity involves the integration of various fields and is achieved through the organizational interaction of these fields. Until recently, the symbolic expression of corporate identity primarily revolved around the organization’s logo and a shared language used in visual materials (Wathen, Reference Wathen and Hiebert1998). The use of this language in the organization’s printed materials was perceived as the sole form of expression for corporate identity. However, in today’s context, this concept has evolved to encompass various aspects, including not only the corporate visual design elements such as color, font, and page layout but also the organization’s culture, the behaviors of its members, and particularly the design of the physical spaces where employees and customers interact with the organization.
The corporate identity design process consists of stages such as situation analysis, determining aesthetic strategy, and subsequently creating design elements. In this process, the elements identified as 4Ps – product, properties, presentations, and publications – each contributes as design components to the overall visual coherence. Architectural design is examined under the properties heading, along with landscape, interior architecture, and corporate tools (Figure 2; Vaneker et al., Reference Vaneker, Bernard, Moroni, Gibson and Zhang2020). The aforementioned components of architectural design undergo similar processes to strengthen corporate identity.
Architectural design within the context of identity design (adapted from Vaneker et al., Reference Vaneker, Bernard, Moroni, Gibson and Zhang2020).
Designing space identity in corporate identity formation
The significance of branding strategies for organizations lies in determining and maintaining their position within a specific industry and market. Additionally, the “space,” which serves as the interface where the organization interacts with its customers, emerges as the most effective and crucial element for presenting corporate identity and branding decisions to its target audience. In the process of branding, it is crucial to reflect and manage the design and management processes in the spatial context (Brigitte, Reference Brigitte2003). Therefore, in the creation or renewal of a brand, decisions related to spatial design must align closely with brand identity strategies to establish an integrated approach. In the realm of brand identity, the logo functions as a pivotal visual emblem that encapsulates the fundamental principles of the brand, facilitating its recognition and fostering associations among consumers. Within the broader domain of corporate identity, the logo assumes an essential role in representing the organization and contributing to the coherence of its overall visual framework (Fombrun & Shanley, Reference Fombrun and Shanley1990). A strategically crafted brand identity not only serves to distinguish a brand from its competitors but also provides a safeguard against market imitation, thereby conferring a competitive edge. Additionally, a well-established brand identity reinforces the underlying values and significance of the brand, conveying its core attributes to various stakeholders and promoting a more systematic, strategic approach to brand management (Diefenbach, Reference Diefenbach and Murphy1992).
The design and management process in branding must be accurately reflected and administered in the physical space (Siegel & Siegel, Reference Siegel and Siegel1982). Organizations should seize every opportunity to ensure that the physical environment is in harmony with the brand to meet customer expectations and manage spatial experiences (Wheeler, Reference Wheeler2006). The design of branded buildings and brand identity are crucial elements that shape the perception of a company or organization and convey a powerful message to customers. Branded buildings represent the physical presence of a brand and provide customers with a visual impression. The building’s design enhances the brand image by embodying its distinctiveness and character. Successful design of a branded building imparts distinctive features by reflecting the brand’s values, culture, and vision (Henrion & Parkin, Reference Henrion and Parkin1967; Wheeler, Reference Wheeler2006). This can create a unique image that sets the brand apart from its competitors.
A brand’s logo and its architectural structures are often interconnected, as they both serve as pivotal elements in shaping its identity and image. For instance, the iconic Apple logo and the architectural design of its retail stores are deeply interconnected. Apple’s minimalist logo is reflected in the sleek, modern design of its stores, which aim to provide a seamless experience that aligns with its brand identity of innovation, simplicity, and high-tech aesthetics. This connection between logo and architecture helps reinforce the brand’s image in the minds of consumers. Another example can be found in Starbucks, where the green color and circular logo design are echoed in the architectural design of its coffeehouses. The logo, a symbol of warmth and community, is reflected in the cozy, inviting atmosphere of Starbucks stores, aligning with the brand’s identity as a gathering place and premium coffee experience (Floor, Reference Floor2006; Kirby & Kent, Reference Kirby and Kent2010; Simonson & Schmitt, Reference Simonson and Schmitt1997).
A well-designed brand logo is promoted to consumers by reflecting the brand’s values, personality, and characteristics. Likewise, brand buildings represent the physical presence of a brand and strengthen the perception of the brand. The relationship between the brand logo and brand buildings is based on consistency, harmony, and recognition. A good brand strategy ensures that the logo is integrated into the building design, which will allow consumers to better visually recognize and remember the brand. This consistency leaves consumers with a positive impression of the brand’s reliability, quality, and integrity. Simultaneously, the synergy between the brand’s logo and buildings helps consumers establish an emotional bond with the brand.
AI and text-to-image generation
The swift evolution of digital technologies, computational environments, and emerging artistic paradigms in contemporary society serves as a crucial catalyst for expanding the conceptual horizons of architecture. These advancements facilitate the integration of computational logic into architectural design processes and outputs (Paananen et al., Reference Paananen, Oppenlaender and Visuri2023). The incorporation of digital technologies - which have reconfigured the parameters of human experience - into artistic and, consequently, architectural practices, alongside their potential as generative tools, fosters continuous theoretical discourse and experimental exploration (Çelik, Reference Çelik2023a, Reference Çelik2023b, Reference Çelik2023c; Yin et al., Reference Yin, Zhang and Liu2023).
Generative Adversarial Networks (GANs) constitute a pivotal advancement in the domain of artificial intelligence, particularly in the realm of text-to-image synthesis. These networks function through an adversarial interplay between two distinct components (Tan et al., Reference Tan, Yang, Ye, Wang, Yan, Nguyen and Huang2023). The first, termed the “generator,” is responsible for synthesizing visual representations derived from textual inputs, whereas the second, known as the “discriminator,” is tasked with discerning whether the generated images are synthetic or authentic. Throughout this iterative process, the generator progressively enhances the realism of the produced images, while the discriminator concurrently refines its ability to differentiate between artificially generated and genuine visuals (Wang et al., Reference Wang, Quan, Wang, Hu and Chen2020). The overarching field of text-to-image generation, a subdiscipline of artificial intelligence, is primarily concerned with transforming linguistic descriptions into corresponding visual depictions, a process predominantly facilitated by deep learning architectures (Talasila & Narasingarao, Reference Talasila and Narasingarao2022).
Models, which utilize image diffusion techniques, have gained considerable interest for their capability to produce synthetic images of high quality. Emerging as a category within generative neural networks, denoising diffusion models generate images from a training distribution through an iterative denoising process (Sohl-Dickstein et. al., Reference Sohl-Dickstein, Weiss, Maheswaranathan and Ganguli2015) In contrast to earlier methods such as GANs or VAEs (Kingma & Welling, Reference Kingma and Welling2014), diffusion models generate superior quality samples and offer advantages in scalability and controllability. Consequently, they have become the preferred technique for generating high-resolution images, with large-scale models attracting considerable public attention (Dhariwal & Nichol, Reference Dhariwal and Nichol2021).
In his study “Design in the Age of Artificial Intelligence,” Leach (Reference Leach2018) questioned the impact of AI on design professions. The article argues that AI will not create a new style but will make a radical contribution to the design process (Leach, Reference Leach2018). Similarly, Zhang et al. (Reference Zhang, Fort and Mateu2023), in their paper “Exploring the Potential of Artificial Intelligence as a Tool for Architectural Design: A Perception Study Using Gaudí’s Works,” compared Gaudí’s designs with AI-generated designs, concluding that AI holds significant potential as a design tool in the field of architecture (Zhang et al., Reference Zhang, Fort and Mateu2023). These works highlight that AI presents creative possibilities within design processes, yet it represents a departure from traditional design approaches. The ways in which AI will be positioned in design and how it will interact with conventional methods remains an area that requires further exploration in future research. In this context, this study conducts architectural design experiments using Al-driven production through text-to-image technology. This study proposes using brand logos as a source of inspiration for architectural design, aiming to explore their potential in the conceptualization and development of architectural forms by leveraging the capabilities of AI. This approach emphasizes the intersection of visual branding and architectural design, offering new pathways for AI-assisted design practices.
Methods and materials
This research article employs a primarily qualitative, exploratory, and interpretative research methodology based on observations (including mass communication tools such as the internet and social media platforms featuring the works of architects, artists, and designers), a review of relevant published literature, and formal evaluations of AI-generated visuals related to brand architecture (Creswell, Reference Creswell2015; Sukkar et al., Reference Sukkar, Fareed, Yahia, Mushtaha and De Giosa2024a). The authors have first identified interdisciplinary discussions relevant to architecture and brand studies. This study focuses on the implications of generating visual representations through data visualization (text-to-image techniques) to aid in understanding complex architectural formations within the field of digital humanities (Sukkar et al., Reference Sukkar, Fareed, Yahia, Abdalla, Ibrahim and Senjab2024b). In this study, a relevant literature review has been conducted, and an interdisciplinary discussion area has been established concerning the literature of architecture and branding. Architectural formations have been visualized through the data visualization technique known as text-to-image, and these visual outputs have been evaluated. In this context, an exploratory and interpretative research methodology has been employed.
In their study, Sukkar et al. (2024) addresseda gap in defining the limits of utilizing AI-driven text-to-image generation tools in Islamic architectural heritage by employing prompt engineering techniques in interfaces like Midjourney (Sukkar et al., Reference Sukkar, Fareed, Yahia, Abdalla, Ibrahim and Senjab2024b). In this study, the gap in the literature regarding the inspiration of logos for architectural structures is addressed by contributing with a method of generating architectural design outputs through prompt writing using selected AI interfaces such as Copilot AI and LookX AI. In this particular study, two AI interfaces were selected as research tools: Copilot AI and LookX AI. Copilot AI is a text-to-image AI bot developed by Microsoft, offering an open-access experience that is free for all users. It is a widely accepted and reliable AI interface that generates qualified results. LookX AI, on the other hand, is defined as an AI bot specifically developed by its creators for the architecture discipline. LookX AI is a novel AI bot focused on AI and architectural design. In line with its self-defined objectives, it aims to facilitate the adoption of AI technology for architectural design practitioners by leveraging their sharp technological expertise, in-depth understanding of the architectural design industry, and extensive research in human–computer interaction (https://www.lookx.ai/; accessed 9 December 2024). Therefore, its selection as a tool in this study stems from its principle of possessing an AI interface specific to architectural design. Copilot is an AI bot that is not focused on architecture, while LookX is an interface that develops itself specifically for architectural design (Table 1). One of the research questions of this study is whether this difference is significantly different in architectural terms in AI interfaces that are intended to be used as an architectural design method. In this context, these AI bots were selected in the study.
Comparative technical features of Copilot AI and LookX AI
LookX and Copilot, AI bots equipped with text-to-image technology, have been chosen as the tools for this study, which focuses on human–computer interaction. Human–computer interaction denotes the collaboration between designers and AI in design processes. This collaboration represents an integrated approach that does not rely solely on human creativity or the capabilities of AI (Dade-Robertson, Reference Dade-Robertson2013).
In this study, brands within the top 10 positions of the list, according to the Best Global Brands 2023 report, have been selected as the sample (Figure 3). Additionally, Airbnb, which claimed the top position among brands that significantly increased their brand value, has been included in the sample space. Airbnb, with a 22% increase in brand value, has risen to the 46th position with a brand value of 16 billion dollars. Following Airbnb, Porsche, which entered the list for the first time in 2022 with a 20% growth, has also been included in this study (https://interbrand.com/best-brands/).
Best Global Brands 2023 top 10 brands (adapted from https://interbrand.com/best-brands/).
In this study, a prompt, “An/a … brand headquarters inspired by its logo” was provided to both interfaces, resulting in autonomously generated four different visual outputs for each brand. As a result of experiment, various architectural designs inspired by brand logos were generated using two distinct AI bots. The obtained results, acknowledged as a limitation of this study, were evaluated in three main phases by the authors, who are academics specializing in the fields of architecture and branding:
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• Architectural presentation
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• Visual quality
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• Aesthetic strategy
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○ Aesthetic styles (according to logo)
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▪ Color
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▪ Form
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○ Symbolism (presence of the logo)
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○ Aesthetic theme (company field of activity)
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Results and discussion
In the study, visual outputs (Tables 2 and 3) were generated autonomously without regeneration or refinements, as one research question investigates whether the AI bots can recognize the brand and its logo. In text-to-image technology, prompt writing is also supported by ChatGPT, where detailed prompts are written by incorporating defining features for architectural design. If prompts were detailed further in this study, the architectural structures would have been more intricate. However, the purpose of this study is to explore what results arise from simply asking the AI to be inspired by the brand’s logo by writing its name. Architectural design, of course, cannot be evaluated as a mere visual product, but the motivation behind this study is to see what inspiring results emerge when the logo is used as a starting point.
Text-to-image generation with the LookX AI bot using the prompt “An/a … brand headquarters inspired by its logo”
Text-to-image generation with the Copilot AI bot using the prompt “An/a … brand headquarters inspired by its logo”
The initial findings from the obtained visual outputs were evaluated in the context of architectural presentations (Table 4). A score of “+” indicated positive evaluation, while “−” represented negative evaluation. This assessment tested the AI bots’ capabilities in creating architectural forms, interior spaces, or site plans. In the case of the LookX bot, a single prompt resulted in both architectural mass and interior space outcomes. For example, the interior generated for Google utilized the colors of the logo, with furniture like chairs reflecting those particular colors. For Airbnb, the interior design acknowledged the brand’s operational activities by referencing a rented residence. In the interior generated for Nike, a spacious sports facility is implied, while in the cases of Mercedes and Porsche, showrooms displaying cars are observed. All of these outcomes suggested that LookX recognized the brands. On the other hand, with the Copilot AI bot, no interior images were obtained with the same prompt; instead, results related to building mass were achieved.
Comparison of architectural presentations of the productions
Visual quality
The second evaluation phase analyzed the visual quality of the generated results. Both LookX and Copilot AI produced high-quality renderings. However, when considering the architectural rendering as a complete architectural mass, Copilot AI demonstrated superior results, delivering refined and realistic designs.
Aesthetic strategy
The third and final evaluation addressed aesthetic strategies. In this study, the aesthetic strategy transcends subjective visual appeal, representing a structured approach that reflects corporate identity and visual coherence. The evaluation focused on several components such as aesthetic styles (e.g., color, texture, form), symbolism (presence of the logo in visuals), and aesthetic theme (relationship with the company’s field of activity; Table 5).
Comparison in the context of aesthetic strategies of the productions
The analysis centered on how effectively each AI system transformed a logo into the foundational geometry of an architectural structure, emphasizing the interplay between a logo’s formal characteristics and aesthetic strategies in design. Specifically, this study investigated whether the formal characteristics of the logo are present in the generated architectural structure. The investigation revealed that Copilot AI significantly outperformed LookX AI in integrating logos into architectural compositions. For the Apple brand, the logo was transformed into an architectural structure by both AI systems. However, while LookX directly utilized the logo as an architectural mass, Copilot generated more realistic architectural forms, abstracting the apple shape of the logo within the structure. In terms of form evaluation, Copilot demonstrated greater proficiency compared to LookX. This is particularly evident in the successful transformation of the squares in the Microsoft logo into architectural modules. Similarly, the first alternative of the architectural designs for Nike produced by Copilot AI serves as an exemplary case in the transformation of the logo’s form. In terms of color application, LookX displayed notable results, such as incorporating Google’s vibrant logo colors into its designs with architectural coherence. Nonetheless, Copilot demonstrated greater consistency overall, seamlessly blending logo colors into architectural elements while preserving their symbolic integrity. Notably, the blue of the Samsung logo was prominently featured in the architectural mass. As a symbol, logos were more frequently encountered in the architectural product visuals generated by Copilot AI compared to LookX. Errors in letters or specific elements of the logos observed in visuals produced by LookX were likely attributable to copyright constraints (Figure 4).
According to Table 4, the aesthetic strategies comparison chart was obtained by adding the positive values in the evaluation parameters in the table.
The aesthetic theme, generally contingent upon the corporation’s field of activity and position, raises the question of whether AI can recognize the brand’s domain. Accordingly, architectural designs that directly reflect the company’s field of activity have been produced, alongside functional/symbolic, dynamic, or relaxing outcomes. Copilot AI features more logos in the final visuals, with the architectural structures being evaluated as prestige buildings, akin to headquarter designs. For companies aligned with technology, the choice of architectural materials was made in this context as well. On the other hand, recognizable features related to the brand’s field of activity were observed in the results generated by LookX. As discussed in the interior design results, it is possible to assert that LookX recognizes the brand, infers the field of activity, and produces outcomes accordingly (Figure 4).
The I2I technology represents a type of AI-based image processing approach. Text-to-image, on the other hand, is an interface that translates text into images, and in I2I generation, it takes an input image and attempts to transform it into another image. In this study, following text-to-image generation, the LookX AI bot, which also allows I2I production, was tested by uploading logo images. Without mentioning the brand name, brand logos were uploaded, and for each experiment, the following prompt was used: “An architectural building designed from this logo.” (Table 6).
Image-to-image generation with the LookX AI bot using the prompt “An/a … brand headquarters inspired by its logo”
When examining the results, it is observed that the production of architectural structures from visual logos is not feasible for brands with text-based logos. However, there is an exception in the case of Samsung. The abstraction of the Samsung text into a building facade has been noticed and considered successful in this regard. For Apple and Nike brands, it is observed that the logo itself transforms into an architectural structure by gaining volume. Another interesting example is the Porsche brand logo being abstracted into a building facade. As seen in the figure, no interior spaces were encountered in this production. The visual outputs obtained for the Mercedes and BMW brands are interpreted as graphical representations that could evolve into a conceptual site plan sketch in the design phase (Table 7).
When comparing the text-to-image generation feature with the I2I capability of the LookX AI bot (Table 8), it was observed that when prompted to upload a logo image and generate variations from it, the machine provided different alternatives by changing the logo colors in the I2I process. In this context, while maintaining the logo color in the text-to-image result products and applying it in architectural design production, the I2I feature preserved the form of the logo exactly and did not produce high-quality architectural design outputs.
The results of LookX image-to-image output products in the context of architectural scale
Text-to-image generation versus image-to-image generation comparison table in the context of aesthetic strategies
Symbolically, the occurrences of the logo in architectural structures or in the resulting visuals are almost the same for both text-to-image and I2I. However, since no distinctive features of the brand’s field of activity were observed, it led us to conclude that in I2I generation, results were produced based on formal similarities without establishing a clear logo–brand relationship (Figure 5). Consequently, in this method, the discussion does not encompass a successful architectural design process.
According to Table 6, the text-to-image generation versus image-to-image generation comparison graph was obtained by adding the positive values in the evaluation parameters in the table.
Conclusion
This paper highlights the relationship between corporate identity and architecture, conducting a method experiment within the context of utilizing AI in the design process to complement the holistic structure of identity designs for organizations in the era of modern technologies. The central theme of this research is to explore whether a brand’s logo can serve as a design parameter in shaping its architectural structure, within the context of corporate identity. There is a constant search for a starting point to design unique corporate structures, and logo-based designs can be a prominent source of inspiration. An effective brand logo creates brand awareness, builds trust, and improves a company’s recognition and recall. Focusing on brand logos to build corporate architectural works sits at the crossroads of creativity and identity. In this context, creating structures that reflect the identity of brands leads to a continuous search for the design process, and logo-based designs offer a powerful source of inspiration for this process.
The meaningful integration of collected visual data and the increased impact of creating memorability and trust, as intended by organizations, are directly proportional to the integrated continuity of the design process. Within this coherence, “architectural design,” distinct from other design elements, can acquire identity in various stages of strategic design with its multidimensionality. Components of architectural design (structural elements, building fragments, architectural features, building units, and the building itself) will assume a unique and memorable quality at the points where they intersect with strategic design approaches and corporate identity elements such as form, size, color, texture, material, and so forth. This study incorporates an AI-supported design method into the process. The two AI tools used, Copilot and LookX AI, caused variations in the designs due to their different capabilities and styles. According to the evaluation criteria, Copilot produced more successful results in text-to-image technology. On the other hand, LookX, which was used for I2I technology experiments, did not yield high-quality results. When all these outcomes are examined, they suggest that AI can be considered as a design parameter in architectural design.
The inclusion of AI technologies in the design process accelerates the creative process and allows designers to conduct more in-depth interdisciplinary research. The analytical and computational capabilities provided by AI go beyond traditional design methods and produce innovative and unique solutions through human–computer collaboration. This study shows that the connection AI establishes between architecture and corporate identity leads not only to faster and more efficient design processes but also to a broader scope of creativity.
In this study, architectural productions were solely obtained by inputting a prompt inspired by the brand’s logo. The question of whether AI can recognize the brand and its logo was addressed as a limitation of the study. However, for future work, it can be suggested that by developing and elaborating on this prompt, more professional results could be achieved, allowing architectural designs to be evaluated within the context of the architecture discipline. Similarly, another limitation is that the evaluation was conducted by architecture and branding experts. In future studies, the effect of AI-driven designs could be assessed from a broader perspective by conducting focus group discussions.
This study indicates that AI technologies assist designers in conducting interdisciplinary design research and applications. The innovations in productive design through the collaboration of AI and human–computer provide a common creative platform for interdisciplinary collaborative design. In the context of this study, it is suggested that this will enable collaboration between brand corporate identity developers and architects. Future designs will require more interdisciplinary collaboration.
In conclusion, this study suggests that the integration of AI in design, especially between corporate identity development and architectural design, will play a significant role in future design practices. The collaboration between both AI and human designers will open the door to creative and innovative solutions, enrich design processes, and form the foundation of innovative approaches in the industry. The combination of human’s unique thinking abilities and the knowledge acquired by AI from large datasets can generate unprecedented solutions/designs. Designers can expedite design processes by leveraging the analytical and computational capabilities of AI. In this context, it is argued that human–computer collaboration will enrich design processes, enabling more effective and innovative outcomes.
Open access
