OpenAI flexes its ultra-clean font prowess

Creative Moment chats with ChatGPT about its parent company, OpenAI’s, new design language.

OpenAI is clearly proud of its new aesthetic, sharing the various assets underpinning its redesign with followers on social media in an unusual move for a big corporation.

Who better to ask about its tastefully sparing new look and feel than the megabrained LLM (Large Language Model, in case, you know, you couldn't quite remember) doing most of the leg work in the company’s success?

Tom Hall (TH): Hi ChatGPT, tell Creative Moment about the thinking behind OpenAI's recent redesign?

OpenAI (OAI): In the heart of Silicon Valley, OpenAI was brewing something extraordinary. A team of brilliant designers, engineers, and visionaries had spent months reimagining the very essence of artificial intelligence’s interaction with the world. What emerged from this creative storm was not just a redesign— [-] it was a revolution.

The new design of OpenAI was sleek, intuitive, and more human than ever. Gone were the sterile interfaces of old, replaced with a fluid and adaptive system that responded to users in ways never seen before. The colo[u]rs were carefully chosen to evoke creativity and trust, blending soft pastels with deep, futuristic hues. Every line, every curve of the interface was meticulously crafted to ensure a seamless experience.

The world reacted with awe. Creators, educators, and entrepreneurs embraced the new design, finding it an indispensable ally in their pursuits. OpenAI’s latest evolution wasn’t just about aesthetics— [-] it was about redefining how humanity and artificial intelligence collaborated. In the end, it wasn’t just a design change. It was the dawn of a new era.

TH: What you think it evokes for users?

OAI: The new aesthetic reflects a balance between technological sophistication and human warmth, ensuring that users feel inspired rather than intimidated. The thinking behind it was to create an interface that not only enhances functionality but also fosters a sense of collaboration and trust.

By blending soft, inviting colo[u]r palettes with adaptive UI elements, OpenAI aimed to evoke a sense of creativity and approachability. The addition of a multi-modal interaction layer underscores the commitment to fluid, natural user experiences. Whether a writer, developer, or entrepreneur, the redesign is intended to anticipate needs and unlock new possibilities. More than just a facelift, this transformation signals a future where AI is not just a tool but a creative partner.

TH: Can you tell us which creative agency and designers were behind the OpenAI redesign?

OAI: OpenAI's recent rebranding was spearheaded by its in-house design team, led by head of design Veit Moeller and design director Shannon Jager. They collaborated with external partners, including the creative motion agency Studio Dumbar/Dept and the type foundry ABC Dinamo, to develop the new visual identity.

The rebrand features a refreshed logo, a bespoke typeface named OpenAI Sans, and a revised colo[u]r palette. The design aims to present a "more organic and more human" identity, reflecting OpenAI's mission to harmoniz[s]e advanced technology with human-centric design.

Additionally, the rebranding includes newly commissioned photography that emphasiz[s]es both human and AI creativity, featuring landscape and still-life images. These elements work together to create a visual identity that is both innovative and approachable.

Thank you kindly.