Tech’s obsession with circular logos reveals a deeper problem

The peculiar convergence of AI company logos on sphincter-like designs represents an intriguing case of visual groupthink in tech branding. This phenomenon highlights how even cutting-edge technology companies can fall into predictable design patterns, creating a visual homogeneity that contrasts with their claims of innovation and uniqueness.

The big picture: A striking number of AI company logos share nearly identical design elements that unintentionally resemble anatomical features, specifically sphincters or “buttholes.”

• According to sociologist James I. Bowie, the predominant design trend features a “stylized hexagon” with implied rotation, which could suggest either “portals opening to wondrous new worlds” or less inspiringly, “toilets flushing.”
• Developer Radek Sienkiewicz identified consistent elements across these logos: circular shapes, central openings, radiating elements from the center, and soft organic curves.

Visual uniformity: Logos from major AI companies including OpenAI, Apple Intelligence, and Claude all conform to this pattern with remarkable consistency.

• DeepSeek and Midjourney stand as rare exceptions with their whale and sailboat designs, though the article speculates they might eventually join the “circular logo maelstrom.”
• This visual monotony creates an ironic situation where companies positioning themselves as innovators are using nearly indistinguishable visual identities.

Corporate explanations: OpenAI’s attempt to reframe its logo as “blossom” comes with elaborate justification that contrasts with the logo’s visual impression.

• Their brand guidelines describe the design as capturing “the dynamic intersection between humanity and technology,” with circles representing “the fluidity and warmth of human-centered thinking” and right angles introducing “the precision and structure that technology demands.”
• This disconnect between corporate explanation and visual perception demonstrates how branding intentions can dramatically diverge from public interpretation.

Why it matters: The collective similarity in AI company logos potentially reveals psychological groupthink in an industry that claims to value originality and disruption.

• The reluctance to deviate from established visual patterns suggests companies may be more concerned with fitting into recognizable industry aesthetics than developing truly distinctive brand identities.
• This visual conformity raises questions about whether superficial innovation (claiming to revolutionize industries) can coexist with fundamental conservatism in self-presentation.