A new brand identity service has been launched - and has been received on both ends of the spectrum - from the very excited clamoring for invites, to the dismissive who believe a logo and a brand are not the same thing.

buildabrand.com is a London-based start-up company that intends to help new entrepeneurs instantly design logos, website templates, and even business cards. It is the brainchild of Justin Chapney, former head of brand innovation for McCann Worldgroup with 15 years of brand experience.

Here's how it works

buildabrand asks you a few questions about your "brand values", and the buildabrand algorithm provides a selection of logos, fonts, and the like. Users can pick from a selection of strategic brands, with the ability to slightly tweak them from the original template, all created by professional designers. Then you can apply your new "brand" to stationery and website templates, and possibly more merchandise in the future. All you pay for are the items you download or order.

The site is currently in private beta stage with invitations offered on a first-come first-served basis. But what has the response to this new service been like so far?

The Curious and Excited

TechCrunch's take on buildabrand is that it "promises to disrupt and change the entrepreneurial landscape for good." They think that it will be the quality of the recommendations that will determine whether buildabrand stands or falls.

Many seem to be curious about buildabrand's potential and the opportunities it will allow. A few have declared that this service is what Web 2.0 is all about: giving individuals tools that can help them get their ideas out there quickly and efficiently. Upon TechCrunch's review, the company increased their beta invites from 50 to 200 due to the high number of requests.

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What the Skeptics say

On the other hand, designers argue that a logo and a brand are not the same thing. Among the terms used to describe buildabrand are "logo wizard", "DIY website", and "vending machine logos". Some find the idea to be misleading, denying start-ups the consultancy and strategies that actually go into building a brand that builds the business's reputation.

Case in Point: Many feel that Google's logo is one of the worst out there, but it has one of the most reputable and coveted brands today. Could Google, as a start-up company all those years ago, have built their brand through a service such as this? Can brand development really be automated, or created via an algorithm, or is it something that can only be created on a personal and strategic level?

The Founder's take

CEO Justin Chapney responded to naysayers on the company blog. On the topic of a logo not being a brand he says the service is meant to be a foundation for a brand.

Before a company gets to the big umbrella stage, it has to start somewhere.

He further stated: "We are trying to lower the barriers to entry for startups by providing them with accessible and affordable tools. Eventually, we would like to provide branding knowledge and support as well as products."

In response to the question on if automation can replace creative thinking, Chapney says, "Our algorithm and the way it has been constructed is the result of years of branding experience and a lot of strategic research. All our designs are originated by designers, from the symbols to the colour palettes."

Whatever the take on this issue, it's definitely a hot button topic in the design world. buildabrand has received much visibility because of what it promises to do, and many can't wait to try out the service.