OpenAI has launched a brand renewal and unveiled a new logo and dedicated font, 'OpenAI Sans'.
There is no ambiguity about this new identity, which was developed in-house by a team led by Head of Design Veit Moeller and Design Director Shannon Jager in collaboration with Berlin-based type foundry ABC Dinamo and Rotterdam-based motion partner Studio Dumbar.
This rebranding was led by OpenAI’s internal design team and aimed to create a “more organic and human” identity. Compared to the previous logo, the central space has been expanded and the lines have been redesigned to be cleaner.
OpenAI developed a new dedicated font to strengthen its brand identity. 'OpenAI Sans' is characterized by its soft forms while maintaining geometric precision and functionality. The 'O' used in OpenAI's wordmark maintains a perfect circle externally, but the internal structure has some imperfections to avoid an overly mechanical feel.
The use of AI technology in this design process also attracted attention. OpenAI’s design team revealed that although they used their own AI tools, the entire design work was not done by AI. In particular, ChatGPT was used only for some tasks, such as calculating font weight.
“We collaborate with the best experts in photography, typography, motion, and spatial design, while also leveraging AI tools like DALL·E, ChatGPT, and Sora as creative partners,” the design team explained. “When human intuition and AI’s generative power are combined, we can create innovative yet human brands,” they added.
The new design will be applied to a variety of products and platforms, including the OpenAI official website and the ChatGPT interface.
