OpenAI — Brand Film
OpenAl's rapid growth - from small Al research lab to creator of ChatGPT, used daily by hundreds of millions - created the need for a more cohesive visual identity. The previous branding, built over time and across teams, was fragmented. Different fonts, colors, and visual marks coexisted without a clear hierarchy, leading to confusion and inconsistency. The refreshed identity was designed by the OpenAl Design Studio to be clearer, simpler and a more accurate reflection of OpenAl's mission: ensuring that artificial general intelligence (AGI) benefits all of humanity.
Strategy
A key goal for the new identity was to emphasize simplicity and make the brand feel approachable, by ample use of space, subtle imperfections and vivid visuals. The challenge: make a film that is compelling but also effective in introducing the identity. Throughout the process, design ideas were perfected by using research, user feedback, and iterative testing. From the outset, it was clear that motion design and bespoke sound design would play an essential role in expressing the dynamic and engaging nature of the brand.
Design
The brand film introduces the identity elements one by one through carefully crafted animations using smooth transitions and natural pacing. Motion gives life to the visual elements—dots and logos animate naturally, interface elements pulse gently, and typography appears intuitively. The color palette is intentionally simple, inspired by natural environments, ensuring visual appeal without distraction. Sound design complements motion, drawing inspiration from human interactions, providing subtle and intuitive audio feedback synchronized with animations. And with every new layer of sound, a different element of the design system comes to life to create one complete orchestrated piece.
Results
The brand refresh brings greater consistency and clarity to the experience of OpenAl's vast user base. The brand film effectively introduced the refreshed identity, generating strong engagement and positive external feedback. In a context where Al-technology has reached a near-mythical status, OpenAl's identity presents a personality that is approachable and open minded.
Type design: Dinamo Typefaces
Film production: 100%
Directors: Denisse Ariana Pérez, Andzej Gavriss, Sam de Jong
Photography: Jennilee Marigomen, Brendan Ko, Isa Rus, Salva Lopez
