Ease of Use
Both platforms are accessible to non-designers, but they take different approaches. Adobe Express uses a guided workflow that walks users through selecting a style, adjusting text, and refining colors and fonts. The interface is clean and modern, with contextual controls that appear when you need them and disappear when you do not.
Fotor leans on its template library as the primary entry point. Users browse designs, select one that fits their vision, and then swap out text and colors. This approach is fast for simple projects but can feel limiting when you want to deviate significantly from the template's original layout.
Winner: Tie. Both tools are beginner-friendly, though they suit different workflows. Adobe Express is better for users who want creative control, while Fotor is better for users who want to move fast with a template.
Typography and Font Selection
This is where Adobe Express pulls away decisively. Its integration with Adobe Fonts means users have access to hundreds of high-quality typefaces spanning serifs, sans-serifs, display fonts, scripts, and more. Font pairing suggestions help users who are unsure which combinations work well together, and fine-grained controls allow adjustments to letter spacing, line height, and font weight.
Fotor offers a respectable font library, but it is smaller and less curated than Adobe's. Advanced typographic controls are limited on the free tier, and the overall font quality, while acceptable, does not reach the professional standard that Adobe Fonts consistently delivers.
Winner: Adobe Express.
Template Library and Design Quality
Fotor's template library is large and visually varied. Users looking for a starting point will find options spanning minimalist text-only logos, icon-plus-text combinations, and more decorative styles. The templates are generally clean and modern, though some feel dated and the quality is inconsistent across categories.
Adobe Express also offers a strong template library, and crucially, its templates tend to reflect current design trends more reliably. Because Adobe works with professional designers and creative agencies, the starting points available in Express feel more polished and on-trend.
Winner: Adobe Express.
Customization Depth
Customization is one of the most important differentiators between logo maker tools. Adobe Express allows users to adjust virtually every visual element of a text logo: font, size, weight, color, opacity, letter spacing, background, and layout. Users can layer elements, apply color palettes drawn from uploaded brand assets, and even use the brand kit feature to lock in brand colors and fonts for consistent use across multiple projects.
Fotor's customization options are more limited. Basic adjustments to text, color, and size are straightforward, but deeper control over layout and typography requires upgrading to a paid plan, and even then the ceiling is lower than what Express offers.
Winner: Adobe Express.
Export Options and File Formats
For any logo, the ability to export in high-quality, versatile formats is non-negotiable. Adobe Express allows free users to export in PNG format, including transparent backgrounds on certain plans. Premium users gain access to SVG exports, which are infinitely scalable and ideal for professional print and branding use.
Fotor offers PNG and JPG exports on its free plan. Transparent background exports and higher-resolution downloads require a paid subscription. SVG export is available but limited compared to Express's implementation.
Winner: Adobe Express.
AI-Powered Features
AI design assistance has become a major talking point for creative tools in recent years. Adobe Express incorporates Adobe Firefly, the company's proprietary generative AI model, which powers features like text effects, background removal, and generative fill. These tools are genuinely useful and well-integrated into the logo creation workflow.
Fotor has introduced its own AI design tools, including an AI logo generator that attempts to create logos from text prompts. The results are variable and the tool feels less refined than Adobe's AI integrations, but it is a notable feature for users who want a fully automated starting point.
Winner: Adobe Express.