OpenAI Unveils New Branding: A Simpler, More Human Feel

OpenAI, the company behind groundbreaking AI models like ChatGPT and DALL-E, has unveiled a new brand identity. This includes a redesigned logo, a custom typeface, and a fresh color palette. This is the first major rebranding for the company, signaling a potential shift in its overall image and approach.

The new logo, developed by OpenAI’s Head of Design Veit Moeller and Design Director Shannon Jager in collaboration with Berlin-based type foundry ABC Dinamo and Rotterdam motion studio Studio Dumbar, is a subtle evolution of the original. While the changes might not be immediately obvious, they reflect a more human-centered and organic feel, according to the company. OpenAI explained to Wallpaper magazine that the new design emphasizes the interaction between users and AI.

The original OpenAI logo was conceived by CEO Sam Altman and co-founder Ilya Sutskever. For the rebranding, the design process was led by Moeller and Jager, in collaboration with a top logo design company. The update introduces ‘OpenAI Sans,’ a custom typeface, and focuses on a refreshed wordmark, a redesigned ‘blossom’ logo, and a new color scheme and grid system, as highlighted by Wallpaper.

The “blossom” logo, as it’s called, features an ‘O’ with a rounded exterior and a slightly imperfect interior. This subtle change, according to Moeller, helps “minimize the robotic precision and make things feel more human.” The company aims to move away from the perception of cold, mechanical technology and embrace a warmer, more approachable image.

OpenAI has also introduced new visuals inspired by Sora, its cutting-edge text-to-video AI model. These visuals are part of the company’s broader effort to showcase the creative possibilities of AI. Jager shared an anecdote about the enthusiasm for the new branding internally: “We did a merch store drop earlier this year. We initiated new designs and merch, and it was met with a frenzy by internal employees who loved it so much that they hacked the site to get more – that’s a testament to how things work around here.” This highlights the excitement and positive reception surrounding the rebranding within OpenAI itself.