OpenAI just gave itself a full rebrand, complete with a new typeface, logo, and color palette, as explained to Wallpaper in an interview about the process behind the changes. You’ll have to look closely to spot the difference between the redrawn logo and its old one, but a side-by-side comparison shows the updated “blossom” with a slightly larger space in the center and cleaner lines.

Though the original logo was designed by OpenAI CEO Sam Altman and co-founder Ilya Sutskever, an in-house design team led by Veit Moeller and Shannon Jager took the reins this time around, intending to create a “more organic and more human” identity, Wallpaper reports.

As part of the rebrand, OpenAI showed off a new typeface — called OpenAI sans — that it says “blends geometric precision and functionality with a rounded, approachable character.” It now uses this typeface in the OpenAI wordmark, which features an “O” with a perfectly round exterior and an imperfect interior “to counter any robotic precision and make things feel more human,” Moeller said, according to Wallpaper.

When asked whether OpenAI used the company’s AI-powered tools like ChatGPT to create the designs, Moeller told Wallpaper that the team only used it to help calculate different type weights.

“We collaborate with leading experts in photography, typography, motion, and spatial design while integrating AI tools like DALL·E, ChatGPT, and Sora as thought partners,” OpenAI’s designers told Wallpaper. ‘This dual approach — where human intuition meets AI’s generative potential— allows us to craft a brand that is not just innovative, but profoundly human.”