The AI logo generator category is crowded, and most tools describe themselves in the same marketing terms: AI-powered, instant, professional, affordable. The actual products vary enormously in what they deliver, who they're built for, and what the real cost is over time.
This is an honest comparison of six tools. Vellem is one of them. I'll be transparent about what we do better, what we don't, and where the other tools genuinely win. Every competitor price and feature below comes from that company's own pricing, product or help pages.
The contenders
Looka (formerly Logojoy). Launched November 2016. AI logo maker. Logo packages are $35 or $72 one-time; the Brand Kit subscription is $96/year ($129/year with a website).
Tailor Brands. Multi-tool platform: logo, website, design templates, LLC formation. Logo plans are subscriptions, with prices shown only inside its logged-in studio.
Wix Logo Maker, now part of Wixel, Wix's AI design platform. Free plan with high-res PNG and SVG downloads; paid plans ($90 to $590/year) add AI credits.
BrandCrowd. Library of designer-made logos plus an AI generator. Free to design; paid plan prices aren't published on its public pages.
Hatchful, now Shopify Logo Maker. The tool lives on under a new name: hatchful.shopify.com redirects to Shopify Logo Maker, which is still free and downloads PNG files.
Vellem. Launched 2026. AI-generated brand identity kits, one-time: Kit $95, Kit Lite $39, Studio $195.
What you actually get
Prices and features checked September 2026 on each company's own pages: Looka (pricing, Brand Kit, logo packages), Tailor Brands (pricing, logo maker, plans, Basic, Standard, Premium, rights), Wixel (pricing, logo maker, help), BrandCrowd (logo maker, free logos) and Shopify (Logo Maker, help). "Not published" means we couldn't find it there. Prices change, so check before you buy.
| Asset | Looka | Tailor | Wix (Wixel) | BrandCrowd | Shopify (Hatchful) | Vellem |
|---|---|---|---|---|---|---|
| Free to design and preview | Yes | Yes | Yes, with AI credits | Yes | Yes | Primary mark; an email unlocks the logo family |
| Free logo download | No | Low-res only | Yes, high-res | Free logos only | Yes, PNG | No, preview only |
| Vector logo files | $72 package or Brand Kit | EPS on Standard and Premium | SVG | SVG, EPS, PDF | No | No vector marks; wordmark and lockups are SVG layouts |
| Transparent PNG | $72 package | Basic plan and up | Yes | Yes | Yes | Yes, 1024px masters |
| Palette, type and brand guide | Brand guidelines in Brand Kit | Brand book with your logo | Brand theme from your logo | Not published | No | Hex and RGB palette, type pair, HTML brand book |
| Social media templates | Brand Kit | Basic plan and up | Yes | Yes | No | 7: Instagram post, story, avatar; LinkedIn banner; X header; Facebook cover; YouTube banner |
| Business card and letterhead | Brand Kit | Standard and Premium | Not published | Yes | No | Yes |
| Email signature | Brand Kit | Logo size preset only | Not published | Yes | No | Yes |
| Website or hosted page | Brand Kit Web ($129/yr) | Website builder, Basic and up | Wix Light voucher on yearly Pro and Max | Website builder | No | One-page website file; hosted kit page |
| Commercial rights | Full ownership ($72 package, Brand Kit) | Unlimited, worldwide, royalty-free once purchased | Commercial use; icons and fonts not exclusive | Worldwide, irrevocable license | Free and yours to own, per Shopify | Perpetual, royalty-free commercial license |
| Price | $35 or $72 once; Brand Kit $96/yr | Subscription; price not published | Free; paid plans $90 to $590/yr | Not published | Free | Kit $95 once |
True cost over 3 years
The headline price and the price of what you actually need are often different. Here's the 3-year total at each tool's published list price as of September 2026. Where a company doesn't publish a price, the row says so.
| Tool | Year 1 | Year 2 | Year 3 | 3-Year Total |
|---|---|---|---|---|
| Looka Premium Logo Package (logo files only) | $72 | $0 | $0 | $72 |
| Looka Brand Kit Subscription | $96 | $96 | $96 | $288 |
| Tailor Brands logo plans | Not published | Not published | Not published | Not published |
| Wixel Free plan | $0 | $0 | $0 | $0 |
| Wixel Basic (more AI credits, billed yearly) | $90 | $90 | $90 | $270 |
| BrandCrowd paid plans | Not published | Not published | Not published | Not published |
| Shopify Logo Maker (formerly Hatchful) | $0 | $0 | $0 | $0 (PNG only) |
| Vellem Kit | $95 | $0 | $0 | $95 |
Over three years, Vellem's $95 Kit costs less than Looka's Brand Kit ($288) or Wixel Basic ($270). It isn't the cheapest for everyone: Looka's $72 Premium Logo Package is less if you only need logo files, and it includes vector files, which Vellem doesn't. Wixel's free plan (120 AI credits a month) and Shopify Logo Maker (PNG only) cost nothing.
Quality of output
This is harder to compare objectively, so instead of scoring it, here's how each tool builds a logo, in each company's own description.
Looka calls itself AI-powered. You design and preview free, and the $72 package and the Brand Kit both include unlimited logo changes after purchase.
Tailor Brands says its AI creates custom logos in a few clicks, which you then edit for fonts, icons and colors.
Wixel generates concepts from a text prompt or a template. AI generations and edits use credits; manual edits don't. Yearly Pro and Max plans include a voucher for a year of Wix's Light website plan, so it leads naturally into Wix.
BrandCrowd starts from a library of designer-made logos and uses AI to suggest concepts around your business name. Extended licenses remove select designs from its marketplace if you want exclusivity.
Shopify Logo Maker is template-based: pick a design, then edit the name, slogan, font, colors and symbol. Fine for testing an idea.
Vellem generates a primary mark from your brief, then a logo family (secondary mark, app icon, monogram, wordmark, two lockups) and 18 coordinated assets. Where Vellem falls short: marks are 1024px PNGs, not vector, and there's no logo editor after purchase, so very specific creative requirements still need human iteration.
Best for...
You should use Looka if: You mainly need logo files, including vector files, for a one-time $72, or you want 300+ branded templates and are comfortable renewing a $96/year Brand Kit.
You should use Tailor Brands if: You want one platform that handles your logo plus LLC formation plus website plus design templates. The subscription makes sense if you use the broader ecosystem.
You should use Wix Logo Maker (Wixel) if: You're already building a Wix website, or you want free high-res PNG and SVG downloads.
You should use BrandCrowd if: You'd rather browse a library of finished designs than generate one from scratch.
You should use Shopify Logo Maker if: You have $0 budget and need a PNG logo for a Shopify store, knowing you may redo it later.
You should use Vellem if: You want a complete brand identity (not just a logo) with one-time pricing and full commercial rights, and PNG marks suit how you'll use them. If "I want everything done for one payment" is the brief, Vellem is built for that.
The honest verdict
If logos were the only deliverable, the tools would be roughly comparable in 2026. The differentiation now happens in what comes around the logo: the file formats, the templates, and whether you pay once or every year.
Vellem's advantage is doing one thing well (complete brand identity delivery) rather than covering many things. Whether that's the right tradeoff for you depends on whether you want a brand identity kit or a multi-tool platform.
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