For the first time in its history, OpenAI, the developer of ChatGPT, has rebranded and introduced a new visual style. Although the changes may seem subtle, one of the identity developers explained in an interview with Wallpaper magazine that the designers wanted to create a more organic and human image of the company, while maintaining a sense of authority, technological excellence, and research focus.
- The new style can already be seen on the OpenAI.com website and is displayed in all versions of ChatGPT, from browser-based to mobile applications. In addition, the updated site now greets users with a chatbot form that immediately redirects to chatgpt.com.
- The original design was created by OpenAI CEO Sam Altman and co-founder Ilya Sutskever. The new one was developed by an in-house team led by White Miller and Shannon Jager in collaboration with Berlin-based ABC Dinamo and Dutch studio Dumbar.
- The update touches on OpenAI's iconic "blossom" logo, which has been given clearer lines and an expanded central space to make it a bit more expressive.
OpenAI logo redesign
Redesigned OpenAI logo's geometry
In addition to the updated logo, OpenAI has introduced its own typeface called OpenAI Sans, which is described as combining "geometric precision and functionality with a rounded, accessible character.
New font: OpenAI Sans
For example, the letter O in the logo has a perfectly round outer shape and an imperfect inner shape, which was done to counteract excessive robotic precision and "make things more human.
Company logo in OpenAI Sans
The centerpiece of the visual identity is the "emotive point" - a pulsating blue disk that symbolizes the user's interaction with the artificial intelligence.
Emotive point
When asked about the role of artificial intelligence tools like ChatGPT in the development process, the designers said the team only uses AI to calculate font variants.
"We collaborate with leading experts in photography, typography, motion, and spatial design while integrating AI tools like DALL-E, ChatGPT, and Sora as thought partners.
This dual approach - where human intuition meets AI’s generative potential - allows us to craft a brand that is not just innovative, but profoundly human," OpenAI added.
Founded in 2015, OpenAI has grown from a research lab to a multi-billion dollar technology company. Its capitalization has grown from $29 billion in 2023 to $340 billion in early 2025, and ChatGPT's weekly audience has reached 300 million users. The company recently released Deep Research and free o3-mini model for ChatGPT.