Recent AI Company Rebrands: How Leading Players Are Redefining Their Identities

Over the past year, several AI companies have rolled out rebrands that go beyond new logos or color palettes. Each update reflects a shift in strategy, a broader product focus, or a reset in how these companies want to be perceived.

Here’s a closer look at six notable rebrands and what they tell us about the companies behind them.

1️⃣ OpenAI: First-Ever Brand Overhaul (2025)

In February 2025, OpenAI introduced its first full rebrand. Updates included:

• a refreshed version of the “blossom” symbol

• a custom typeface called OpenAI Sans

• a revised color system and design framework

Credit: OpenAI Rebranding on Behance

CEO Sam Altman initiated the effort after years of growth left OpenAI’s visuals inconsistent. Creative Director Veit Moeller described the goal as creating an identity that felt “more organic and more human” while retaining authority.

The new system was applied across products like ChatGPT. Reviewers noted that while the changes were subtle, they gave OpenAI a unified, more approachable look as it moved further into mainstream technology.

2️⃣ Zoom: Positioning as an AI-First Platform (2024)

In late 2024, Zoom shortened its corporate name to Zoom Communications, Inc., dropping “Video.” The decision aligned with its push to frame itself as an AI-first company.
Alongside the rebrand, Zoom expanded its offerings with:

• AI Companion 2.0 for meeting support and summaries

• Zoom Docs, built with integrated AI

• collaboration features including chat, email, and whiteboards

Credit: Zoom Blog

The flagship app was also renamed Zoom Workplace earlier that year. The move signaled Zoom’s intent to compete more directly with Microsoft and Google as a full work platform, not just a video conferencing tool.

3️⃣ HPE: A Bold Identity for the AI Era (2025)

Hewlett Packard Enterprise marked its 10th anniversary in June 2025 with a major brand refresh. The long-form name in its logo was replaced with a bold HPE wordmark, keeping the signature green “Element” in the letter “E.”

Credit: Hewlett Packard Entreprise

Other changes included updated typography, an evolved color palette, and a new GreenLake by HPE logo.

Executives said the rebrand reflected HPE’s transformation into a partner for AI, cloud, and networking. Partners and analysts saw the update as a timely step that matched the company’s focus on AI-powered supercomputing and hybrid cloud.

4️⃣ TuSimple → CreateAI: A Radical Pivot (2024)

In December 2024, autonomous trucking company TuSimple rebranded as CreateAI. The move coincided with a complete pivot away from self-driving trucks and toward AI for gaming and animation.

CEO Cheng Lu described the shift as a natural use of the company’s AI expertise. CreateAI introduced Ruyi, an image-to-video model, and began work on projects including a AAA open-world game and anime adaptations.

Credit: CreateAI Holdings Inc.

The rebrand followed years of regulatory challenges and investor disputes. Reception was divided—some viewed it as a last attempt to revive the business, while others saw potential in targeting the fast-growing creative AI market.

5️⃣ Ceres Imaging → Ceres AI: Emphasizing AI in AgTech (2024)

In September 2024, Ceres Imaging adopted the name Ceres AI. The change was designed to highlight the company’s long-standing use of AI and machine learning in agriculture.

Credit: CeresAI

CEO Ramsey Masri said the rebrand better reflected the company’s capabilities. Ceres AI now positions itself not just as an imaging provider but as a data-driven insights company serving growers, insurers, and lenders.

The update included a new website (ceres.ai) and refreshed messaging. Industry analysts noted that it positioned the company as a data-as-a-service provider, not only an imagery startup.

6️⃣ Abnormal Security → Abnormal AI: Returning to Roots (2025)

In April 2025, cybersecurity company Abnormal Security rebranded as Abnormal AI. The company originally launched under this name in 2018 but had shifted away as AI branding cooled.

Credit: Abnormal AI Press Release

CEO Evan Reiser said the timing was right to highlight its identity as an AI-native security platform. The rebrand coincided with expansion beyond email protection into securing cloud apps, messaging, and other enterprise systems.

The update included a new website (abnormal.ai) and logo. The response was positive, with the change seen as aligning the brand with its long-standing product focus.

❇️ Conclusion

Each of these rebrands reflects more than a visual refresh.

OpenAI and HPE refined their identities to match their scale and maturity. Zoom and Abnormal AI leaned into AI-first positioning to support product expansion. Ceres AI and CreateAI adopted new names to signal bigger strategic shifts.

In all cases, branding choices tracked directly with business direction. For AI companies, rebrands are now less about cosmetic updates and more about signaling how they plan to compete and grow in an industry that’s evolving quickly.

As AI companies reshape their brands to match bold new ambitions, the question is: how do you ensure your own story stands out with the same clarity and impact? At TRI, we specialize in translating complex strategies into powerful visual narratives that resonate with investors, customers, and markets.

👇 Book your free introductory call to explore how we can help redefine your brand’s next chapter.