ABA-001
Rebrand
The blossom goes to finishing school
A custom typeface, a redrawn mark and almost no colour. The most talked-about AI company decided to look like a very expensive notebook.
Aa
In early 2025 OpenAI rolled out a refreshed identity built in-house: a proprietary typeface called OpenAI Sans, a tightened version of the knot-like "blossom" mark, and a palette that is mostly black, white and grey.
The restraint is the point. When your product talks back, the logo does not need to. Everything loud is left to the interface and the demos; the brand just holds the door.
Our take: it is handsome and almost impossible to remember in detail. Try drawing the blossom from memory. That is either a flaw or the strategy.