This study explores how members of Generation Z engage with visual elements of logos used in the branding of educational institutions and how these elements influence their ability to recognize and recall brand identity. Using tools from neuroscience, such as eye-tracking technology and emotional heat maps, the research analyzes participants’ reactions to three school logos—two created by human designers and one created through artificial intelligence. The results suggest that human-designed logos elicit more sustained visual attention and are recalled more frequently by respondents. Although participants found the AI-generated logo visually appealing, it did not achieve the same level of memorability. These observations highlight the value of simplicity, clarity, and distinctive visual features in enhancing recognition among younger audiences. The research adds to the growing conversation on visual identity in the education sector and offers practical considerations for institutions exploring the use of AI in their efforts to attract their target groups and craft logos.