Will DeepSeek change the game in AI branding?

The moment OpenAI expressed its brand with an abstract aperture, an almost flower-like symbol depicting optimism and transformation, the world of AI shouted, "that way"  and followed suit. From a design perspective, the AI industry has been somewhat of a barren landscape. It may offer an illuminating approach to knowledge and idea extension—expanding our thoughts to near-limitless edges of symbiotic human and computer knowledge. But the brands don’t look as colourful and imaginative as the opportunities they offer. AI aesthetics, in the main, remain grey, blue, uninspiring and flat; not you on your best day.

There have been nudges in a more interesting brand direction. OpenAI has recently rebranded to become more than its logo, with an identity that has evolved to a comprehensive, well-considered design system, equipping the company with the assets it needs to develop its platform and brand further.

But for the game-changing brand direction, should we be looking at DeepSeek? Does the DeepSeek brand point towards a new direction for AI technologies to express themselves? Well, yes.

The recent refresh of OpenAI and the disruption of DeepSeek bursting onto the scene shows how the world of AI is beginning to mature from a "tech" position to the centre of people’s lives. To be accepted into our homes, on our devices, browsers and more, we look for brands, signs and symbols that express how we see ourselves. Up until now, many AI brands have felt cold and technological. 

Perhaps DeepSeek’s whale is also an attempt to make an AI brand feel more "trusted." It has an almost puppy-like quality to it, harmless and non-threatening. The whale symbolises a sense of depth, a free swimmer, a powerful, wise thinker, robust, yet approachable, with soft, round, friendly curves. This is an optimistic twist, giving AI a more appealing front.

DeepSeek is trying to offer something new, something that none (or only a few) of the AI brands in the marketplace is doing. GPT, Claude, Gemini, Llama, Mistral, Grok—they are all minimalistic, mysterious and abrupt. A tad emotionless in places. They can feel corporate, system-oriented and reflective of the ethical experiences they wish to create. 

The category cues have been replete with clean, modern typefaces and the accompanying key graphics are futuristic, akin to many other technology brands. Abstract visuals make AI feel "other worldly", lacking human-like behaviours and qualities—the qualities that would drive wide-scale adoption and loyalty.

It’s not atypical. Many categories borrow from one another developing an aesthetic or language that they associate with—fintech, luxury fashion, beauty, craft beer, they all create variations of one another until someone comes along with an unordinary idea and disrupts. Such is the circle of life for brands, right?

DeepSeek feels more humble, human and fresh among this crowd. Interesting that its name reflects a more "open" approach to its community. While controversy has swirled around the platform and technology, with some governments banning officials from using it because of security concerns, it has nonetheless had an impact on the AI market. 

The technology blew up so fast that, in their gold rush, I can’t help wondering whether some of the AI companies connected with their brands, names or the systems required in order for people to associate them. Beyond those fascinated by AI, does anyone know who owns Gemini, Claude or Llama, or the myriad interpretations of AI services on other platforms, Rufus, Watson, Jarvis, Ernie—the list goes on.

Apple, the OG of tech brands, waited and used A and I to make "Apple intelligence". Love it or hate it, it was a smart move to insert its brand name into the service, rather than invent another quirky name to add to the ever-growing list.

If there is one overriding motivation for how AI brands are developing, it’s that every brand wants to be trusted. The godfather of brand, Wally Olins spoke of brands building trust many years ago, by delivering on promises—so trust in AI will be built, ultimately, on people’s experience, rather than the quirky name. Trust in unknown territory is vital; brands must work doubly hard, to convince customers to trust the brand and to trust the market or, in this case, the technology. Trust is one of the oldest brand principles and there is still considerable work to be done there for many AI brands. 

James Ramsden is executive creative director at Coley Porter Bell.