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I'm a bit confused / underwhelmed. The author casually mentions he already created the logo, color palette and some reference assets. I'm not a designer but i feel like by that point he already created the entire brand entity himself.

What midjourney did was create some new assets based on his already established identity. Certainly a use case, but did it really design a brand identity?

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The author of that article did not say that the AI did the design of the brand identity. The author of that article said: while I was designing this brand identity, I also used an AI as one of my tools.

The title reads.. "How used Midjourney to design a brand identity"

Which, to me, reads that Midjourney was a tool he used, not that Midjourney created it. Compare to “How I used Illustrator to design a brand identity”. That’s a perfectly cromulent sentence, and no one would expect that to mean that Illustrator did the work.

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