The idea of a logotype or brand, which was considered a kind of protection and labeling of its products, appeared as early as the time of ancient Egypt. Stamping livestock and marking pots, which were the main products that people were extremely sensitive to, they wanted to warn others that these were their products, so that there would be no confusion between good and bad products. Today, the logo is one of the key parts of the company, so it has become the subject of many studies in order to obtain even the smallest data about its influence on consumer perception. Creating loyalty and a connection with consumers is a key activity in a time of high competition, and for this reason attention is paid to every segment of the company's presentation on the market. Important elements of a logo are color, typography and symbol. Their elaboration shows how important it is for brand managers to pay special attention to designing a brand strategy so that it is as long-term as possible. What is extremely important is that all members of the company participate in the creation of the brand and that they devote themselves to it with special attention, because ultimately a positive or negative effect is created on consumers, which in turn affects the business of the company. The modern world was marked by the arrival of artificial intelligence, which is used in many parts of the company's operations, including logo design. Given that it is still under development, it is considered insufficient for designing the final logo. Criticisms refer to the lack of personalization and creative completion that can only be contributed by humans.