OpenAI Rebrand 2025

OpenAI is the San Francisco research and deployment company behind ChatGPT and its API. Growth from research lab to around 300 million weekly ChatGPT users left marks and styles piling up without a common plan, and it wanted a brand that felt less mechanical and more personal without losing its research authority. Its 2025 identity, designed in-house with Studio Dumbar on motion, is the first to have the whole company speak as one, using AI as a thought partner rather than its author.