Working with Rotterdam design agency Studio Dumbar/DEPT and Berlin type foundry Dinamo, the in-house design team at OpenAI nudges the company’s branding forward with a new font and subtle updates as laid out in this stellar reveal film.

Veit Moeller, head of design at OpenAI via Wallpaper: “Sam Altman asked us to create one system, one identity – we wanted something that was both friendly and technical. We’re always looking back at our mission, which is creating AI for humanity.
 

“Our brand language is built on the nuances of human experience, the way an image evokes memory, how typography carries tone, and how motion breathes life into ideas.”

 
“We are a research and deployment company and our studio has embraced that and reacted to it. ChatGPT was initially released as a research experiment – We’re really trying to be curious and use research to influence the design process.

“At OpenAI, we believe technology should amplify, not replace, the depth of human creativity. Our brand language is built on the nuances of human experience, the way an image evokes memory, how typography carries tone, and how motion breathes life into ideas.”
 
 

 
Client: OpenAI
Head of design: Veit Moeller
Design director: Shannon Jager

Production: Studio Dumbar/DEPT

Type design: Dinamo