OpenAI has undergone its first rebranding in the company's history

The company is OpenAI, the developer of ChatGPT, has undertaken its first rebranding in company history, introducing a fresh visual identity. While changes might appear subtle, one of the identity designers noted that the aim was to create a more organic and human image while maintaining a sense of authority, technological sophistication, and scientific foundation.

Originally, OpenAI’s design was crafted by CEO Sam Altman and co-founder Ilya Sutskever. The new design was developed by an internal team led by Wyatt Mellor and Shannon Jager, in collaboration with Berlin’s ABC Dinamo studio and Dutch Studio Dumbar. This new style is now visible onOpenAI.com and across all versions of ChatGPT, from web to mobile apps. Additionally, the updated site greets users with a chatbot form that redirects to chatgpt.com.

The update includes changes to OpenAI’s iconic “flower” logo, which now features clearer lines and an expanded central space, giving it a more expressive appearance.

Furthermore, OpenAI has introduced its proprietary font, OpenAI Sans, described as a combination of "geometric precision and functionality with a rounded, accessible character." For example, the letter "O" in the logo features a perfectly round outer shape and an imperfect inner shape, designed to counter excessive robotic precision and "make things more human."

A central element of the new visual identity is the "Emotive Point"—a pulsating blue disc symbolizing user interaction with artificial intelligence.

Instead of a simple motion file, the Emotive Point is coded to respond to user inputs, acting like a crystal ball and serving as a visual representation of ChatGPT’s "voice" in various OpenAI products.

When asked about the role of AI tools like ChatGPT in the design process, the designers mentioned that the team used AI solely for calculating font options.