The initial ChatGPT logo was designed by Ben Barry and Ludwig Pettersson. While not conceptually all that interesting, it set the look and feel of many other AI projects that followed it, so significant more for its influence, and increasing ubiquity. In 2025, in an effort to formalise the OpenAI visual identity, a rebrand introduced a revised logo. This was developed by an in-house team led by White Miller and Shannon Jager working in collaboration with Berlin-based ABC Dinamo and Dutch studio Dumbar. This revision addressed the two line weights, instead favouring the consistency of just one. The change pushed the logo more towards the more optimistic notion of an endless swirl-like energy and ongoing spin, rather than a vortex sucking everything in!