How&How’s rebrand for Ideogram is built around a brain-shaped mark and AI-generated imagery refined by hand in Photoshop. (Image credit: How&How/Ideogram)

If you ever feel like the world has stopped making sense, you're not alone. Here's the latest thing to baffle my brain. The very AI companies that seem to be hell-bent on putting human designers out of work also keep hiring human designers to create their brand identities.

In 2026, my inbox has been full of PR emails about these kind of developments. How&How rebranding AI image generator Ideogram. Lazarev crafting the identity for AI video app Elva. Together giving AI audit firm Clusia a four-petal mark. Meta asking lettering artist Jessica Hische to draw the new logo for its new AI platform, Muse.

So why do the companies who seem most invested in machine-made creativity keep reaching for the human kind? And should creatives whose livelihoods AI threatens be helping them?…