Bayearea lettering artist Jesscia Hische designed the logo for Meta’s new AI assistant, Muse, but the project quickly became a source of controversy among designers. Hische explained that the money was needed to keep her small business afloat, but the backlash was intense, with many accusing her of selling out and compromising her ethics.

Despite her attempts to justify her decision, the criticism was relentless, with some users even speculating about her financial situation. Hische acknowledged the complexity around both Meta and AI, but felt the company deserved credit for hiring an independent artist over generative AI.

The project was a sprint, with 32 versions of the M logo created in just two days, and another two weeks spent on the logotype. Hische’s discussions with the team focused on creating a logo that felt inspiring and creative, in line with the brand’s image.

The backlash made it clear how controversial working with Meta can be, with some viewing any collaboration as a betrayal. Hische’s decision to speak publicly about the project was to share her work and acknowledge the sensitive nature of the topic.