This research explores the feasibility of human-AI collaboration in branding design and its impact on the design process. The study proposes a Design Collaboration Optimization (DCO) framework based on human-AI collaboration, validating its effectiveness through the CRUSH brand design case study, associated surveys, and visual analysis. Results indicate that the human-AI collaborative approach excels in branding design’s early and middle stages, rapidly stimulating creativity through data analysis and image generation while significantly improving design efficiency. Human-AI collaboration helps designers better visualize design concepts during the discovery and creation phases, providing valuable collaborative methods. Through this new form of cooperation, effective partnerships between humans and artificial intelligence enhance design efficiency and offer designers broader perspectives and creative possibilities.