The role of artificial intelligence in the branding process: Creating visual identity with artificial intelligence

This study aims to examine the role of design-oriented artificial intelligence programmes in the process of visual identity creation, which has a critical importance in the branding process. In the first part of the study, the transformation of the history of visual communication design in the context of technology, the effects of digitalisation and new media tools on the discipline are examined. In the second part, the concept of 'brand', which forms the basis of the application part of the study, is investigated and a detailed literature review is conducted on its theories and history. In this section, the effects of new media technologies on visual communication design are also discussed. In the study, by adopting an applied approach, the competences, limitations and contributions of artificial intelligence tools (ChatGPT, MidJourney and Gemini) in visual identity creation processes were evaluated. In the application phase of the research, visual identity designs in the branding process were produced with actively used artificial intelligence programmes; the capabilities of artificial intelligence in the field of graphic design were discussed through an imaginary ice cream brand. By making evaluations on the designs obtained from artificial intelligence programmes, predictions were made about the role of the designer in the brand building process. Today, it is aimed to support researchers about the point where artificial intelligence has reached in visual creation and the development of artificial intelligence in the field of graphic design. Image processing programmes were used to determine the points where the artificial intelligence-supported designs obtained were inadequate and to determine and conclude them by the researcher. The problems in the designs were corrected by the researcher at the points where the brand could not provide the expected competences in order to achieve the result of visual identity design. At the point reached today, artificial intelligence can be used as a design tool and it is not possible to say that it produces works exactly like a designer. However, if the designer is a good prompt writer, it can be concluded that artificial intelligence can save time with visual productions, expand imagination and have more technological possibilities.