Restructuring Openai: New appearance, new mission

Openai has recently introduced her first rebranding since 2022. For designers, this transformation is an interesting case of studying how visual identity can develop on a par with the company's mission.

The rebranding was initiated by the internal designer team of Openai under the leadership of Weita Muller and Shannon Jagger. They cooperated with the Berlin Typography of ABC Dinmo and Dumbar Studio in Rotterdam to create a visual identity that balances between geometric accuracy and convenience for perception.

• 📌 The main element of new identity was its own Openai Sans font, which combines pure lines with barely noticeable irregularity to make the brand more "human".
• 📌 The updated logo retains a familiar symbol of "flower", but has a little more space in the center and cleaner lines, which increases its clarity and modernity.
• 📌 This rebranding comes at a time when the flagship product Openai, Chatgpt, is experiencing explosive growth, having about 300 million active users every week.