OpenAI has recently undergone a major rebranding. This includes a new logo, typeface, and color palette.
The process behind the new changes is explained to Wallpaper in an interview.
The existing visual language was redesigned and reassembled. This features a custom font called, OpenAI Sans, that emphasizes the word OpenAI. It also has a redesigned “blossom” logo, with a new color palette and grid.
It all culminates in the “sensation point,” a pulsating blue disc that marks the user’s interaction with the AI in a more human way.
The new logo is called “Flower,” and features a smaller footprint and cleaner lines than the old logo. The original logo was designed by OpenAI CEO Sam Altman and co-founder Ilya Sutskever, but this time, the redesign was done by an in-house design team led by Veit Moeller and Shannon Jager.
Regarding the ongoing question of how AI will affect or improve human creativity, as per Wallpaper, the designers explained, “At OpenAI, we believe technology should amplify, not replace, the depth of human creativity.”
They clarified that their brand language is based on the nuances of human experience—how an image brings back memories, how the style of writing sets the tone, and how motion adds life to ideas.
In the new logo, the letter “O” is perfectly round when viewed from the outside, but not quite the same when viewed from the inside and this adds organic, human elements to the design.
Moller explains that this design aims to make robots seem more relatable and appealing to humans. The main focus is to highlight human creativity and imagination.
However, the real focus is on human imagination and creativity.
Working with experts in different fields such as photography, typography, motion, and spatial design, the team worked to create an innovative and human brand.