Hot takes, cool system
Creative Cue: Design an AI-assisted icon set for a concept of your choice
If you've been following graphic design news lately, you might have noticed something interesting: Pentagram, one of our industry's most respected firms, just openly embraced generative AI in their creative process. Not just embraced it — they're being refreshingly transparent about how it was used.
For performance.gov, Paula Scher's team leveraged Midjourney to create various illustrations, a choice that's sparked quite the discourse. While some might see this as controversial, I find myself agreeing with the decision. Pentagram is treating generative AI as exactly what it is — a tool for exploration, not a replacement for human creativity.
If you watch Pentagram's process video above, you'll notice something important: they didn't start with generative AI — they started with their hands. Using paper and paint, the team created original artwork that they then fed into Midjourney. This human-first approach allowed them to generate variations while maintaining creative control. They're even transparent about the prompts used, showing exactly how specific their direction was. The end result is a unique, yet still custom, set of icons that complement the identity beautifully.
Early in my own AI exploration, I found myself using Adobe Firefly to experiment with hot dog imagery for a previous Creative Cues brief. The results were... interesting. What fascinated me wasn't just the outputs, it was the process. By maintaining clear creative direction and vision, I could use these tools to strengthen my design system rather than let it dictate the outcome. Just like Pentagram, I found that success came from leading the technology, not being led by it.
So, what if we took Pentagram's transparent approach to AI-assisted icon design and applied it elsewhere?
Here's your brief:
Brand Discovery:
You're designing for a hot dog brand that needs a cohesive icon system. The twist? That's up to you. Maybe you're creating for a strictly Chicago-style spot, where your icons need to capture the precise layering of poppy seed bun, yellow mustard, sweet pickle relish, and that all-important celery salt. Or perhaps you're designing for a modern plant-based venture, where your icons will help customers navigate various meat alternatives and innovative toppings.
Objective:
Create a system of 8-10 icons, with generative AI as collaborator, that bring consistency and personality to your chosen hot dog concept. Your icons should work together to tell a cohesive story while maintaining clear individual meaning.
Consider these elements:
Visual Theme: How will your icons reflect the personality of your chosen concept? A Chicago-style spot might lean into bold, classic aesthetics, while a vegan venture might embrace more contemporary, organic forms.
Information Hierarchy: How will your icons guide customers through their options? Think about size relationships, line weights, and how the icons will function at different scales.
Flexibility: Your icons should work across multiple applications — from menu boards to mobile apps, from packaging to promotional materials.
Process First: Like Pentagram's approach, begin with your own sketches and explorations. Get your ideas on paper, play with forms and compositions. Let your hand guide your creative direction before moving to digital tools. Whether you're using generative AI or not, starting with your own work ensures the final system reflects your unique vision.
Ready to share?
There is no deadline to complete the work. Start, finish, and share whenever you're ready. Can't wait to see what you create!
Image generated in Adobe Firefly. Prompt: “abstract pickle slice illustration”
Sources:
https://www.fastcompany.com/91240809/pentagram-partner-paula-scher-unapologetically-defends-using-generative-ai
https://www.pentagram.com/news/performance-gov
I'm going to try this in my class!