Brand Identity
Jan-Feb 2023
Two-week sprint with Sam Altman to explore a new visual identity for OpenAI. Our work focused on foundational visual concepts across logos, symbolic directions, and UI design.
We developed two final logo concepts:
The Circle – an oculus looking up to the sky – which became a defining element of OpenAI's brand system.
The Monogram – a human figure embracing technological progress – which remains unused.
We also explored broader UI considerations for ChatGPT, with an early brief from Sam to explore how characters could live inside the product. We expanded on the circle as a symbolic thread integrated throughout the product, designing a modular character system anchored in circular forms, with the primary circle logo representing the default model.
Section I: The Circle
Simple geometric form, oculus, letter O, optimism about technology, looking upward to the sky
Circle Logo + Custom OpenAI Wordmark
Pantheon Oculus with clouds in the sky
Oculus concept for OpenAI circle, optimistic symbol
Oculus / circular window logo
Section II: The Monogram
OAI, embracing AI, human in control, upward geometry
Section III: Circle Applications
ChatGPT UI, circle as icon, circular character forms, tools
Open, the default character
Sunny, the golden retriever
Chapter, the bookish assistant
All Characters Group Chat Ring
Embedded character creator
Tools, controlled by characters
Code tool being piloted by Warp
Tag character name to switch in-line
Writer being piloted by Sunny
Painter being piloted by Open
Code, being piloted by Warp
Section IV: Appendix
Various unused ideas around names for both company and product
Circle Character Poster Series
Rainbow Gradient Monogram Render
OpenAI + Zero, Name and Logo Combo
Index: Exploration
Various unused concepts / exploration from week 1
Simple / abstract gestures
Human origin / early technology