Carly Quellman, aka Carly Que, is a multimedia strategist and storyteller at the intersection of technology and the humanities, investigating how perspective can enhance, rather than overstimulate, the world. She can be found online and near the closest south-facing window in Los Angeles.
There are a lot of artificial intelligence image generators out there now, but the negative buzz around Midjourney was actually what piqued my interest in what it can do. Midjourney, which like its competitors Stability AI, Deviant Art and Runway AI, creates images based on text prompts, made headlines last year because of a lawsuit over AI-generated imagery and over 4,000 artists' work allegedly used to train the companies' AI machines.
While concerning, it also brought to light all the ways that AI could enhance or support my creativity -- but legally. I began to look into how I could make a logo for my business through Midjourney, but you could also use one of its competitors. ChatGPT's image generation tool is now free for everybody, as is newcomer DeepSeek's Janus-Pro tool. You could also tap into Dall-E 3 and Adobe Firefly.
Founded two years prior by serial entrepreneur David Holz, Midjourney was one of the earlier tools to tap into visual output created by AI. You can read CNET's full hands-on review of Midjourney, but here's how I fared with trying to create something specific: a business logo.
You'll need a Discord account, which is free. I was originally introduced to Discord through community organizers who were also gamers, so it was interesting to see a creative AI tool being utilized through what I consider a more tech- and UX-driven version of Slack.
Then you can access the Midjourney Bot through Discord via browser, mobile app or desktop app.
While Discord is free, you'll need to subscribe to a Midjourney Subscription Plan to start generating images. Monthly prices start at $10, and you save 20% if you commit to an annual subscription plan.
Step 1: Join the Midjourney Server on Discord -- locate the server list on the left-hand sidebar, press the + button and click Join a Server button. Then, add Midjourney's Discord account and press Join.
Step 2: Now you can interact with Midjourney Bot using a Command -- used to create images, change default settings and other tasks. Particularly, the /imagine command can create a unique image or logo in response to a prompt, which is a short text description of what kind of image you're seeking. The Midjourney Bot will interpret your description and produce an image in response. Heads up: You'll need to accept Midjourney's terms of service to proceed with image creation -- and be mindful to respect its community guidelines along the way.
Step 3: After you submit a text prompt for Midjourney's image creation, it will create four unique image options in less than a minute. The image creation process utilizes GPUs (graphics processing units), which accumulate and are tracked with your Midjourney subscription. Each minute used to complete a job is considered a GPU Minute. If you run out, you can purchase more Fast Hours (which are used to generate images). To see your remaining time, type /info into Discord and look at Fast Time Remaining.
Step 4: Time to get creative! Now you can select one of the four images created, or generate more variations from what Midjourney produces. Images are immediately generated at 1,024x1,024 pixels size.You can also Re-Run or Re-Roll the prompt and produce a new grid of images.
Step 5: Once you've singled out an image from your set, various options become available, including creating a Strong or Subtle Variation of your selected image. Zoom, Pan, Favorite or Web, which opens the image up in your gallery on Midjourney's website.
Step 6: Now that you've produced, refined and created your final image, you can save it by opening the image in full view, then right-click and choose Save Image. On Mobile, long-tap the image and then click the Download icon in the top right corner.
Other tools to check out within Midjourney are its one-on-one direct messaging capabilities, tips and tricks for writing prompts and how to use the /blend command when creating images.
With all AI-generated images, there's a sense of surrealism that doesn't necessarily align with my vision for a business logo. I think Midjourney has a better chance of being a stock photo substitute rather than a system for churning out creative business logos.
Since it's connected to Discord, which originated as a gaming communication platform, my take is that Midjourney's AI-created images fit into more of a gamer's fantastical land than an entrepreneur's need for brand identity, but perhaps that is its intention.
I'm a huge advocate for using AI to increase efficiency and productivity. However, this specific AI tool isn't for me, nor do I think any designers have to worry about Midjourney replacing them in the creative workforce.
Still undecided? Check out images created within Midjourney via its Instagram, and read about our experiment with using Midjourney to create custom wedding invitations.
