Logo tools sell different things: a downloadable image, editable vector files, a brand kit or an ongoing design subscription. Some allow free exports. Compare the deliverables and license for your intended use before comparing price; an entry package does not always exclude vector files.
This guide compares six tools on what each download tier actually contains, then covers the question most guides skip entirely — whether you can own or trademark a logo an AI generated. Every figure below is linked to the source it comes from. Several of these vendors do not display prices on a page we could read, and where that is true this guide says so rather than printing a number from a third-party roundup.
The download is the product
Preview access, download access and ongoing editing can have different terms. A free PNG may be sufficient for a temporary web project; a production identity may also need vectors, font information and editable source files. Check the exact package rather than assume every service uses the same pricing ladder.
Looka’s package page distinguishes a PNG-only Basic package from Premium’s broader file bundle. This is one vendor’s structure, not a rule for the entire category. A PNG can be useful for a limited web use; the question is whether the package meets your actual deliverables.
Above the one-time packages sit subscriptions. Looka’s Brand Kit adds hi-res and vector files plus 300-plus branded assets — social profiles, business cards, email signatures, letterheads, invoices and brand guidelines — and Brand Kit Web adds an AI-generated website. Looka does not display the prices for any of its four packages on a page we could read, so check them at the source before budgeting.
Pricing check, 20 September 2026. LogoAI and Brandmark now have readable public prices, summarized below with links. Other unconfirmed prices remain labeled as unverified. An inaccessible page is a research limitation, not evidence that a vendor keeps its prices private.
Why vector matters: an SVG scales from a favicon to a building sign without degrading. A PNG does not. If you buy the cheap tier and later need signage, embroidery or print, you pay again or start over.
Can you own an AI-generated logo?
This is the most consequential question in the category and it has two separate answers, because copyright and trademark are different things.
Copyright. The US Copyright Office has published its position directly, and it is unambiguous. Its Copyrightability report states that “Copyright does not extend to purely AI-generated material, or material where there is insufficient human control over the expressive elements”, that “human authorship is a bedrock requirement of copyright”, and — the part that matters most for logo generators — that “prompts alone do not provide sufficient human control to make users of an AI system the authors of the output”, because prompts “function as instructions that convey unprotectible ideas”.
The same report leaves the door open where a human does real work: “Copyright protects the original expression in a work created by a human author, even if the work also includes AI-generated material.” Typing a business name into a generator and downloading the result almost certainly falls on the wrong side of that line. Meaningfully redrawing the mark afterwards may not.
Trademark. A different regime with a different test. Trademark protects the use of a mark to identify goods or services in commerce, and turns on distinctiveness and use rather than on who or what authored the design. That is why a logo can be unregistrable for copyright and still be a perfectly good trademark. We have not found a USPTO statement addressing AI-generated logos specifically, so treat the general rule as the general rule and check the current position with the USPTO or an attorney before filing.
What vendors actually grant. Looka states it plainly on its own pricing page: “As the legal owner of your logo files, you have full copyright of your logo as a whole, but not the individual elements (e.g. symbols).” It also confirms you keep the logo rights “even after your subscription expires”. That distinction is easy to miss and it matters: the icon in your logo may be drawn from a standard vector library and may appear in someone else’s design.
Read the terms of whichever tool you use on two further points before paying: whether the platform reserves the right to display your logo in its own marketing or portfolio galleries, and what happens to assets that are tied to a subscription rather than bought outright. Both vary by vendor and both are set out in the terms rather than on the pricing page.
This is general information rather than legal advice, and the position differs by jurisdiction. If the brand matters, take proper advice before filing.
Dedicated logo generators
1. Looka
Looka, formerly Logojoy, generates 40 to 60 concepts from a business name, industry and style preferences, then lets you edit colours, fonts, icons and layout before paying.
Its four packages are Basic (one PNG logo file), Premium (PNG, EPS, SVG and PDF with transparent variations, unlimited post-purchase changes and full ownership), Brand Kit (adding hi-res and vector files plus 300-plus branded assets) and Brand Kit Web (adding an AI-generated website). There is no free download tier. Looka confirms that logo rights survive a lapsed subscription, but subscription-only assets do not, so a one-time Premium purchase and a Brand Kit subscription are genuinely different products rather than two price points for the same thing.
Suits: consumer-facing and lifestyle brands wanting a complete branding package from one purchase.
2. LogoAI
LogoAI’s current pricing offers a $10 seven-day trial with 200 AI credits and a Pro subscription at $20 per month with 500 monthly credits. Both list download access. This is a subscription offer, so older one-time-package comparisons should not be used as its current price list.
The price page does not by itself settle every deliverable or licensing question. Before subscribing, confirm the required vector/source format, cancellation terms and the rights for your chosen assets. Do not assume a download allowance means every format or third-party element is included.
Suits: budget-conscious founders who need vector files and little else.
3. Brandmark
Brandmark publishes one-time packages: Basic is $35 and includes PNG and vector logo files; Designer is $95 with source files and additional branding assets; Enterprise is $195 and adds custom concepts. These are displayed dollar prices; confirm currency and taxes at checkout.
Basic already includes vector files, so a buyer who only needs a scalable logo should not be routed automatically to Designer. Source files, revisions and the broader asset bundle are the reasons to compare the higher package. We have not tested what these packages contain; our free-preview test below stops before checkout.
Suits: technology and B2B brands wanting restrained design, with a paid path to human refinement.
Design platforms with logo tools
4. Canva
Canva is the flexible option: a very large template library, a drag-and-drop editor and a free tier that lets you produce a usable logo without paying, provided you avoid premium elements.
Check SVG export and the licence of each element before choosing a Canva plan. The current plan page varies by region; confirm the currency, billing term and final price shown for your account. We are not treating a previously displayed US annual price as a universal quote. A paid subscription does not make every stock element exclusive to your brand.
Its advantage is what happens next: the logo lands in a tool that also produces your social assets, decks and documents.
Suits: people who want a logo plus everything else, and who will read the element licensing.
5. Adobe Express
Adobe Express generates logos with Firefly and edits them inside Adobe’s design environment. Adobe publishes Express Premium at US$9.99 a month, with a free tier below it and Firefly Pro at US$19.99. Its value is ecosystem continuity: the logo moves into Photoshop, Illustrator or Express layouts without conversion.
Generative features consume Adobe generative credits, which our guide to AI photo editors covers in more detail.
Suits: existing Adobe subscribers and anyone intending to refine the mark in Illustrator afterwards.
6. Tailor Brands
Tailor Brands is the broadest offer here and the least logo-focused. Its published pricing is not a logo ladder at all but an LLC formation ladder: Lite at $0 plus state fees, Essential at $199 a year plus state fees, and Elite at $249 a year plus state fees, with the Elite tier listing “8 free logos” among its branding tools. The page does not state which tier delivers vector files.
That tells you what the product actually is. If you want a logo, this is an expensive way to get one; if you are incorporating a business anyway, the branding arrives as a by-product. The trade-off common to subscriptions applies: stopping the subscription affects continued access to assets, unlike a one-time vector purchase.
Suits: founders who want incorporation, domain and branding handled together.
Comparison
Vector availability is the column that usually decides the purchase. Where a vendor does not display its prices on a page we could read, the table says so rather than repeating a third-party figure.
| Tool | Model | Entry tier | Vector (SVG) tier | Free download | Notable limit |
|---|---|---|---|---|---|
| Looka | One-time or subscription | Basic — one PNG file | Premium — PNG, EPS, SVG, PDF | No | Prices not displayed to us |
| LogoAI | Subscription | $10 / 7-day trial; Pro $20/mo | Confirm exact vector/source formats | Download access listed with paid offer | 200 trial credits; 500 monthly Pro credits |
| Brandmark | One-time | Basic $35 | Basic includes vector; Designer $95 adds source/assets | Preview access is not a purchased package | Confirm currency, tax and asset license |
| Canva | Subscription | Free tier usable | Check local paid-plan price and SVG entitlement | Yes, PNG | Mixed element licensing |
| Adobe Express | Subscription | Free tier | Premium, US$9.99/mo | Yes, limited | Generative credits apply |
| Tailor Brands | Annual, LLC-led | Lite $0 + state fees | Not stated on pricing page | No | $199–249/yr; formation product |
There is no design-quality column. Logo quality is subjective, results vary by industry, and no vendor publishes a reproducible measure of it.
What no longer exists
One correction for anyone working from older guides: Hatchful is no longer Shopify’s logo product. What Shopify offers now is the Shopify Logo Maker, which it describes as “a completely free tool to help you create your own logo”. Guides still listing Hatchful as a free option are out of date, and we have not found a Shopify notice giving a discontinuation date, so this guide does not state one.
Same brief, two generators: what the free previews showed on 25 September 2026
Because the download is the product, the part of a logo generator you can judge before paying is the free preview. We gave Looka and Brandmark the same fictional business, “Kestrel Cycle Repair”, without creating an account, and looked at the concepts each produced. We stopped before checkout and downloaded nothing, so this says nothing about the files in the paid packages.
The inputs could not be made identical, and the difference turned out to matter. Brandmark’s three-step form takes a name, keywords and a colour style; we entered “bicycle, repair, wrench” and “Simple”. Looka asks for an industry (we typed “Bicycle repair”), offers optional style and colour steps (we skipped both), and then lets you search for symbols; we searched “bicycle” and picked one standard bicycle icon. Looka offered a sign-up screen, and we continued as a guest.
| Brandmark | Looka | |
|---|---|---|
| Concepts judged | First 16 (it keeps loading more as you scroll) | First page of 23 |
| Showing a bicycle | 0 | 20 |
| Icon suggesting a different trade | 2 (a phone with a wrench; a shopping bag) | 0 |
| Name made harder to read | 4, where a gear replaces the “e” in Kestrel | 0 of 22 wordmarks; the other concept showed only a “K” |
This is not a verdict that Looka designs better logos. Most of the gap comes from one control: Looka let us choose the symbol, while Brandmark read “bicycle” as a keyword and still produced gears and wrenches that would suit any repair trade. The practical lesson is to use the symbol or icon step if a tool offers one. If it does not, check every concept for letter substitutions before you shortlist it; a gear in place of a letter looks clever in a thumbnail and makes the name harder to read.
Limits: one brief, one session per tool, and our own count of what each concept shows. Both tools generate fresh concepts each time, so a rerun will look different.
How to get a usable result
Three habits separate a workable logo from a regrettable one.
Compare concepts before committing. Use available previews or free allowances, noting when a trial is paid. Judge the mark at small sizes, in one color and against a competing brand’s identity; do not assume unlimited free generation.
Test it small. Logos that read well at presentation size frequently become illegible as a favicon or app icon. Check at 32 pixels before paying.
Refine outside the generator. Export the highest-resolution vector, then adjust spacing, colour and typography in a proper design tool. Editing a finalised PNG inside another generator is the common mistake.
For a brand that will scale, raise investment or appear on physical products, the sensible pattern is AI for exploration and a designer for final refinement and trademark checks.
How to choose
You need vector files: check the actual entry package. Brandmark Basic includes vectors, while Looka describes a PNG-only Basic package and a broader Premium package. The product names alone are not comparable specifications.
You want the cheapest route to SVG: the one-time vector packages undercut subscriptions if you only need a logo.
You need brand assets beyond a logo: a subscription brand kit or a design platform makes more sense than a one-time purchase.
You are in a B2B sector: evaluate legibility in proposals, invoices and a small email signature, not just a large preview mockup. An appropriate simple mark can be more useful than a complex generated illustration.
You intend to trademark: plan for human modification and a trademark search regardless of which tool you use.
If you need scalable vector artwork more generally rather than a logo specifically, our guide to AI image generators covers tools with true SVG output.
Write a deliverables brief before paying
For a small service business, specify a transparent PNG for the website, a scalable vector for print, a monochrome version and the font/license information. Ask whether all four are supplied by the selected package. If only the PNG is needed today, do not buy an annual brand-kit subscription simply because it is presented beside the logo.
Before committing to signage or packaging, inspect the design in black and white, at favicon size and alongside similar businesses. Check the rights of each included asset and perform the appropriate clearance for the markets where you will use it. This is a purchasing checklist, not a legal determination or a claim that a downloaded mark is exclusive.
Related guides
- Best AI Image Generators in 2026
- Best AI Background Removers in 2026
- Best AI Photo Editors in 2026
- Best AI Website Builders in 2026
- Best AI Presentation Makers in 2026
- Best AI Video Generators in 2026
Frequently asked questions
Can I get an AI logo for free?
Some editors offer usable free exports; others charge for a package or subscription. Check whether the exact file, resolution and chosen assets are included. A paid trial is not a free tier.
Do I need vector files?
A vector is useful when a mark must scale across print and screens, but ask your supplier for the required production format. Some entry packages already include vectors, such as Brandmark Basic. A vector file alone does not guarantee a production-ready embroidery or print file.
Can I copyright an AI-generated logo?
Probably not in its raw form. The US Copyright Office states that “Copyright does not extend to purely AI-generated material” and that “prompts alone do not provide sufficient human control” to make you the author. Meaningful human modification can attract protection for that expression. Trademark is a separate question with different requirements.
Can I trademark one?
Trademark turns on distinctiveness and use in commerce rather than on authorship, which is a different test from copyright. We have not found a USPTO statement addressing AI-generated logos specifically, so run a trademark search and take proper advice before filing. This is general information rather than legal guidance.
Will someone else have the same logo?
Possibly in part. Icons are frequently drawn from standard vector libraries, and Looka states you own the logo as a whole but not the individual elements. Some platforms also reserve the right to display your logo in their galleries unless you opt out.
Is Shopify Hatchful still available?
Not under that name. Shopify now offers the Shopify Logo Maker, which it describes as “a completely free tool”. We have not found a Shopify notice giving a date for Hatchful’s discontinuation, so this guide does not state one.
Conclusion
Choose the least expensive package that delivers your required files and usage rights. Basic can mean PNG-only at one vendor and vector-inclusive at another. Compare one-time packages with the full subscription cost for the period you will actually use, and verify renewal and cancellation terms before paying.
Then be realistic about what you own. The vendor grants rights to the composition, not necessarily to every element in it, and the US Copyright Office has stated plainly that purely AI-generated material is outside copyright. If the brand is going to matter, treat the generated mark as a strong starting point, refine it, and check the trademark position before committing.
