I just needed something that could get me from idea to a usable brand identity as quickly as possible. They are AI tools that help you create a logo and build a basic brand identity without hiring a designer. The idea seems to be that once your brand identity is defined, everything you generate afterward should remain aligned without constant manual effort. You have to choose a style direction, and it generates multiple logo options along with a basic brand kit. So if your goal is simply to generate a logo, Looka is a solid option.