rp reacts: OpenAI’s Brand Refresh

When a company on the cutting edge of AI drops a new brand refresh, the design world takes notice. OpenAI’s update is polished with a refined logo, minimalist type, and a cinematic launch video—but does it push boundaries, or just follow the trend of “tech minimalism”? We’re weighing in on what it all says about OpenAI’s positioning in a rapidly shifting landscape.

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The sound design is doing the heavy lifting here. And while this is largely coincidental, an expensive, slick brand video coming out right after the AI market took a big hit from DeepSeek significantly undercutting the competition is funny to me.

- Spencer Watson, Graphic Designer

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I agree with Spencer on the audio! Also, it unfolded as if they had changed their logo to an overthought circle. I wasn’t sure if claiming ‘the circle’ as yours was allowed, but apparently they just made all the lines in their original logo the same width. I liked all the confetti circles with the sound popping around, though.

- Matt Reed, Creative Technologist

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I think it's an amazing short film on thoughtful design, and the creative / technical process behind it all. I will say I've tried out several LLMs of late including DeepSeek and the user experience OpenAI has is honestly what sets it apart from the rest. I think it's a smart move by them to lean into it even more. But yes the timing is funny even if it is just coincidental.

- Ryon Nishimori, Sr. Art Director

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Great sound design and motion graphics—it kept me entertained. I like when they progressed to more visuals towards the end. What I think it does well is make you want to watch it over and over so you can fully digest what's going on. And since the sound design and motion graphics are pretty cool, I'll likely watch again.

- Matt Weber, Director of Content Production


The drums in that sound track are badass.
- Nate Fleming, Director of Strategy (& Music Guru)

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Black, sans-serif font on a plain white background? 2010 called, it want's its style back. I saw it go through almost every panel of this meme in order, ending with Helvetica on a white background...

- Sterling Crawford, IT Operations Manager

There you have it, our take on the new OpenAI brand refresh. As always, drop us a line to chat all things branding and technology.

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