Looka vs Wix Logo Maker: Two Popular Tools Put to the Test
Both tools are well-known AI-guided logo generators, but they are built around fundamentally different ideas of what a logo tool should do. This guide lays out exactly what each one does, where each falls short, and what a better alternative looks like.
Two Different Tools, One Common Problem
Looka is an AI-assisted logo generator built around a brand questionnaire. Wix Logo Maker is embedded within the Wix website ecosystem. Neither platform is the strongest logo maker available — but each has a genuine use case.
At a Glance: Looka vs Wix Logo Maker
| Feature | Looka | Wix Logo Maker |
|---|---|---|
| AI logo generation | Yes | Yes |
| Manual design control | Limited | Limited |
| Brand Kit | Yes (paid) | Basic |
| SVG vector export | Yes (paid) | Yes (paid) |
| Transparent PNG export | Yes (paid) | Yes (paid) |
| Website integration | No | Yes, Wix ecosystem |
| Creative Cloud integration | None | None |
| Free plan | Preview only, no download | Preview only, no download |
| Paid plan starting price | ~$20 one-time (basic logo) | ~$20 one-time |
| Mobile app | No | Via Wix app |
| Overall rating | 6.8 / 10 | 6.2 / 10 |
Ratings: Head to Head
| Category | Looka | Wix Logo Maker |
|---|---|---|
| Logo-specific design tools | ★★★ 3/5 | ★★★ 3/5 |
| AI design features | ★★★ 3/5 | ★★★ 3/5 |
| Template and concept quality | ★★★★ 4/5 | ★★★ 3/5 |
| Brand management | ★★★ 3/5 | ★★ 2/5 |
| Export quality | ★★★ 3/5 | ★★★ 3/5 |
| Ease of use | ★★★★★ 5/5 | ★★★★★ 5/5 |
| Value for money | ★★★ 3/5 | ★★★ 3/5 |
| Overall | 6.8 / 10 | 6.2 / 10 |
🤖 Looka
Looka positions itself as an AI-powered brand identity platform. Its core workflow is distinctive: rather than presenting a template library, it walks you through a brand questionnaire covering your industry, style preferences, and colour choices, then generates a set of logo concepts tailored to those inputs. For users who are paralysed by a blank canvas, this guided approach has real appeal.
Pros
- Guided AI workflow reduces the blank-canvas problem for non-designers
- Brand identity packages add genuine value — logo, business cards, and social media assets in one purchase
- Clean, modern output across popular industry categories
- Fast onboarding with no design experience required
Cons
- Limited creative control and uniqueness risk in competitive categories
- AI generates concepts from existing assets rather than original imagery
- Full file packages require significant additional investment beyond entry price
- No professional software integration
- No mobile app
🌐 Wix Logo Maker
Wix Logo Maker is the logo creation component within the broader Wix platform. Like Looka, it uses an AI-guided questionnaire to generate initial logo concepts. Its primary purpose is to serve users who are also building a website on Wix. Outside of that ecosystem, the tool's purpose becomes less clear.
Pros
- Seamless integration with Wix website builder
- Fast, guided AI concept generation
- No design experience required
- Useful for Wix users who want brand consistency between logo and site
Cons
- Limited value outside the Wix ecosystem
- Narrower concept range than Looka
- No meaningful Brand Kit outside the website context
- Basic SVG export quality
- No professional software integration
Head-to-Head: Category Breakdown
AI Design Features
DrawBoth Looka and Wix Logo Maker use AI to generate logo concepts from brand questionnaire inputs. Neither uses generative AI in the sense of producing original imagery from a text prompt. Both draw from a library of existing icons and layout templates recombined according to style inputs. Looka produces a marginally broader range of concepts due to a larger underlying asset library.
Template and Concept Quality
Winner: LookaLooka's generated concepts consistently reflect current design trends and cover a broader range of industries and aesthetic styles. The output quality is generally clean and professional within the constraints of the template-based approach. Wix Logo Maker's concept range is narrower, which is a meaningful disadvantage for businesses in visually competitive categories.
Brand Management
Winner: LookaLooka's Brand Kit subscription provides a more developed brand management capability than Wix Logo Maker, storing logo files alongside colour and font specifications in a format accessible outside the platform. Wix Logo Maker's brand management is essentially limited to the Wix website context.
Export Quality
DrawBoth platforms offer SVG and transparent PNG on paid plans. Neither produces export output of the precision or quality of a dedicated professional design platform. For logos used primarily on a website and social media, the export quality of both tools is adequate. For print production or professional brand applications, both fall short.
Ease of Use
DrawBoth tools share the same guided questionnaire approach and are accessible to users with no design experience. The onboarding and concept generation flow is comparable between the two platforms.
Value for Money
Draw, with caveatsBoth tools have entry-level one-time purchases at approximately $20. Looka's pricing is more transparent about what each tier delivers. Wix Logo Maker's value is highest for users already paying for a Wix subscription, where logo functionality may be included or discounted.
Full Feature Comparison
| Feature | Looka | Wix Logo Maker |
|---|---|---|
| AI concept generation | Yes | Yes |
| Original AI image generation | No | No |
| Brand Kit | Yes (subscription) | Basic, Wix only |
| SVG export | Yes (paid) | Yes (paid) |
| Transparent PNG | Yes (paid) | Yes (paid) |
| Brand identity packages | Yes | Limited |
| Website integration | No | Yes, Wix only |
| Professional software integration | None | None |
| Mobile app | No | Via Wix app |
| Free downloads | No | No |
| Entry price | ~$20 one-time | ~$20 one-time |
| Full file package price | ~$65 one-time | ~$50 one-time |
Which Tool Should You Choose?
🤖 Choose Looka if you…
- Want an AI-guided logo generated quickly from minimal creative input
- Need a basic brand identity package covering logo, business cards, and social assets
- Are not building a Wix website and need a standalone logo tool
- Are comfortable with the trade-off between speed and uniqueness
🌐 Choose Wix Logo Maker if you…
- Are already building or managing a website on Wix and want a logo that integrates directly with your site
- Are on a Wix premium plan that includes logo functionality
- Need a fast, functional logo primarily for use on a website
The Better Alternative Both Tools Are Missing
Comparing Looka and Wix Logo Maker is an exercise in evaluating two tools that both occupy the same limited tier of logo creation capability. Neither offers original AI image generation. Neither has a Brand Kit that functions properly outside its own platform. Neither integrates with professional design software.
Adobe Express is the tool both platforms are being measured against. It provides Adobe Firefly AI with explicitly cleared commercial licensing, a Brand Kit that connects to the full Creative Cloud ecosystem, SVG export through a professional-grade pipeline, and dedicated logo templates designed for real-world brand use. At approximately $9.99 per month — and free for Creative Cloud subscribers — it outperforms both Looka and Wix Logo Maker in every category that matters for building a brand identity that will last.
Frequently Asked Questions
Is Looka or Wix Logo Maker better for a small business?
Looka is the stronger standalone option between the two for a small business not already on the Wix platform. Its concept range is broader, its Brand Kit subscription provides more useful brand management, and its brand identity packages add value for businesses that need more than just a logo file. That said, both tools are outperformed by more capable platforms for any business that takes its brand identity seriously.
Do either of these tools offer AI image generation?
Neither Looka nor Wix Logo Maker offer generative AI image creation. Both use AI to recombine existing icon and layout assets based on user inputs, which is a fundamentally different capability from generating original imagery from a text prompt. Adobe Firefly, used in Adobe Express, generates original commercially licensed imagery on demand.
Can I use logos from Looka or Wix commercially?
Both platforms state that purchased logos can be used commercially. The more relevant consideration is uniqueness: because both tools generate logos from shared asset libraries, other businesses in your category may have generated visually similar logos. For a brand that needs to be distinctive and protectable, this is worth considering.
What is the difference between Looka and a proper design tool?
Looka generates logo concepts from predefined templates and icons. A proper design tool like Adobe Express gives you a full creative environment with typography control, AI-generated imagery, custom asset upload, Brand Kit management, and professional export options. The difference is between a guided shortcut and a complete creative platform.
Are there free logo makers worth using?
Both Looka and Wix Logo Maker offer preview-only free tiers with no download capability, meaning neither is genuinely free for real use. Adobe Express has a free plan with no watermark and no credit card required that provides access to logo templates and core design tools, making it the strongest free option in the category.
Looking for a Stronger Logo Maker?
Adobe Express gives you everything Looka and Wix Logo Maker can't: original AI generation, professional SVG export, Brand Kit management, and Creative Cloud integration.
Try Adobe Express Free →