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Perplexity Brand Hub

  1. Principles

Brand Identity

  1. Symbol
  2. Logo
  3. Typography
  4. Color
  5. Art Direction
  6. Motion
  7. Sound
  8. In-Use

  1. Computer
  2. Comet
  3. Teammate

  1. Downloads
  2. Skills
  3. Tools
  4. Get help

Part 1 of 3

Foundations

Our brand is built on five ideas that guide how we make decisions and judge our work.

  1. 01

    Powerful, made simple.

    People should benefit from sophisticated technology without managing the machinery. Choose what’s intuitive over what’s impressive.

  2. 02

    Curious, not conventional.

    Make work that invites discovery and feels human. Don’t default to the familiar visual language of technology companies, and don’t chase trends.

  3. 03

    Coherent, not identical.

    Create a recognizable foundation while allowing different products, audiences, and stories to call for different expressions. One idea at two volumes: the product is turned down, with hierarchy flattened and ornament removed; the brand is turned up, with landscape, texture, music, people, and humor. What they share is the felt outcome, not the surface.

  4. 04

    Honest about what it does.

    Language, motion, and presentation should clarify real capability, not imply more than the product delivers. The product is a tool that makes you the best version of yourself, not an AI pretending to be a person. Accuracy is the edge we offer, so the work has to earn trust the same way the answers do.

  5. 05

    Crafted, not decorated.

    Function without sacrificing craft. Every element serves a purpose, and does so with considered refinement. Premium means the quality of the detail, not luxury and not a paid tier.

Foundations

Brand Identity

Our symbol is built from five ideas: a cursor, intersecting windows, multiple models, an open book and an asterisk. Together they hold curiosity, orchestration and accuracy.

02.1

How it’s built

MeaningThe five ideas form the spine of the symbol: curiosity, orchestration and accuracy.
GridThe symbol is drawn on a square grid.
DetailsRounded outer corners, sharp inner corners.

Our logo is the symbol and the wordmark on one shared axis. The wordmark is set in PPLX Sans Medium, made compact, and its x-height sets the space between the two. Computer and the sub-brands build from the same foundation, so every lockup reads as one family.

03.1

Before and after

The updated Perplexity logo
The original Perplexity logo
BeforeAfter
  • WeightHeavier throughout, so the logo holds at small sizes.
  • WordmarkNow PPLX Sans Medium, made compact: shorter ascenders and descenders, a narrowed x, a ty ligature, a straight y and a wider r.
  • SymbolRedrawn on a square grid with heavier strokes, square ends, rounded outer corners and sharp inner corners.
  • LockupThe wordmark’s x-height sets the space between symbol and wordmark, on one shared axis.

03.2

How it’s built

FoundationSet in PPLX Sans Medium, on its ascender, x-height, baseline and descender.
CustomizationShorter ascenders and descenders for a compact word; a narrowed x, a ty ligature, a uniform y and a wider r.
SpacingThe x-height of the wordmark becomes the space between the symbol and the wordmark.
AxisThe symbol and wordmark share a centered axis.
Horizontal lockupSymbol beside wordmark, spaced by the same measure.
Sub-brand tier 1The wordmark paired with the light weight of PPLX Sans, as in perplexity enterprise.
Sub-brand tier 2The wordmark paired with the regular weight of PPLX Serif, as in perplexity ask.

03.3

Placement

Four ways to place the logo on a page, in order of preference.

  1. 01Lockup, low and centered

  2. 02Symbol and wordmark, apart

  3. 03Symbol and wordmark, one axis

  4. 04Horizontal lockup, centered

Perplexity has its own typeface, drawn with Grilli Type. PPLX Sans does the work of the interface and body copy. PPLX Serif carries headlines and editorial voice. PPLX Serif Narrow is the display cut for large statements. PPLX Mono is for numbers, code, and metadata.

PPLX Serif Narrow — Medium

04.1

Variable axes

One variable system, PPLX Type Beta R6, in four voices. Serif Narrow speaks first, Serif carries ideas, Sans does the work, Mono keeps the details honest.

wght 300–900 · opsz 16–28

04.2

Character set

A
U+0041

Uppercase26

Lowercase26

Numerals10

Punctuation31

Symbols19

Arrows05

04.3

Hierarchy

Display

Powerful, made simple.

Serif Narrow · 500

Headline

Powerful, made simple.

Serif · 400

Subhead

Powerful, made simple.

Sans · 500

Body

Choose what’s intuitive over what’s impressive.

Serif · 500

Body Sans

Choose what’s intuitive over what’s impressive.

Sans · 500

Micro

Choose what’s intuitive over what’s impressive.

Serif · 400

Caption

Powerful, made simple.

Sans · 500

Eyebrow

Powerful, made simple.

Sans · 500

Clarity is cool. Humanity is warm. The system holds both.

Clarity is .Humanity is .The system holds both.

05.1

Turquoise

Turquoise leads. Turquoise 500 is the anchor. Gold and orange extend it with warmth. Green and crimson are product accents only. Cool surfaces: Research, API, Careers, Enterprise, product UI. Warm surfaces: Comet, marketing, Supply, editorial.

05.2

System

The palette is one spectrum read across temperature. Cool turquoise carries clarity, precision, and the act of knowing. Warm earth tones carry humanity, craft, and the people the work is for. Every surface draws from this one source.

05.3

Contrast

Curiosity is that edge.

Language, motion and presentation should clarify real capability, not imply more than the product delivers.

17.3:1

Approved pairs

Body textApprovedWCAG AAA
Large textApprovedWCAG AAA

05.4

Downloads

CSS

CSS variables

Every color as a custom property, ready for code.

JSON

Structured palette

The core colors and every ramp as HEX, in JSON.

SVG

Vector swatches

Swatches to place in Figma, Illustrator or a deck.

Our lens puts people in the frame: ambitious people building an edge. Curiosity is that edge.

06.1

Angle

Curiosity

We show familiar subjects from an unexpected point of view to create a sense of discovery.

01Low angle up at a person working on a laptop against the sky
02Small figure on a curved horizon under a beam of light
03Overhead view of a reader among scattered books and photographs
04Distant figure at a lit desk framed by deep shadow

06.2

Movement

Curiosity in action

Continuous motion suggests active searching, working and exploration.

01Books flying up from a stack against a blue sky
02Figure under a sweeping arc of motion light
03Person reading a tablet as pages stream past
04Open hand trailing streaks of light

06.3

Layers

Orchestration

Multiple streams happen at the same time, then converge into one useful outcome.

01Glass blocks holding landscapes
02Climber double-exposed with cloud and sky
03Portrait with a map of lights layered over
04Sky and grass cut into stacked blocks

06.4

Focus

Accuracy

The system considers broadly and commits to what matters. Lighting and depth of field carry that language.

01Face lit by the screen, glasses catching the light
02One clear drop on a glittering hillside
03Working at a laptop in a shaft of blue light
04At a work table in the garden, morning haze behind

06.5

Avoid

  1. 01

    Stock images that could belong to any software company.

  2. 02

    Robots, glowing brains, futuristic dashboards and generic AI hands.

  3. 03

    Blue-purple tech haze, heavy glow, blur or glass effects.

  4. 04

    Images added only to fill space.

  5. 05

    Crops that cut faces, product UI or logos awkwardly.

  6. 06

    Images without cleared usage rights.

Perplexity moves like a precision instrument held by a curious mind. Most of the time it barely moves. The few moments that do carry the weight.

Coming soon

Sound follows the same two temperatures as color. Product sounds are short and precise. Theme music is warmer and carries the brand in video and events.

Coming soon

The foundations working together: one confident image, Serif Narrow, Off Black and Off White, and a mark only where it’s needed.

Plan the Ask event in Tokyo

What makes a brand feel calm?

Answer

Restraint: one confident image, one type family, and color only where it means something.1

  • 1Brand guidelines
  • 2Maestro
  • 3Art Direction
The Perplexity symbol

PPLX Serif

Display · Serif Narrow

The Perplexity wordmark
The PPLX Supply wordmark

ComputerWorking · 1/4

Plan the Ask event in Tokyo

  1. Shortlist three venues
  2. Check dates against the calendar
  3. Draft the invitation
  4. Build the event page

CometAssistant

Summarize this page

Powerful, made simple.

01 / 34Events · Ask, New York

Part 2 of 3

Products

10.1

About

Computer is Perplexity’s agent: where answers become execution. Give it a task in plain English and it researches, browses, writes code, and connects to your tools, working for hours in the background until the job is done. It is not a chatbot. Lead with what it builds, not what it promises.

10.2

Taglines

  • Chat answers. Agents do tasks. Computer works.
  • From research to execution. From idea to outcome.
  • Prompt in natural language. Computer handles the rest.

10.3

Mark

Computer symbol
SymbolDownload
Computer lockup
LockupDownload

11.1

About

Comet is Perplexity’s AI browser: where browsing becomes thinking. Research, page understanding, and getting things done happen in one place, without stopping to switch tools. Comet is fast, and the copy should feel that way: instant, fluid, frictionless.

11.2

Taglines

  • Browse at the speed of thought.
  • The web should work for you.
  • Designed for curiosity, built for answers.
  • The browser that thinks with you.

11.3

Mark

Comet symbol
SymbolDownload

12.1

About

Teammates are a team of AI agents that own ongoing work. Give a teammate a responsibility, such as managing a growth campaign, triaging incoming bug reports, tracking your metrics, or researching a new market, and it owns that work around the clock. It plans the tasks, brings in more agents when the work grows, and follows through until the result is ready for your review.

12.2

Taglines

  • Teammates work for you.
  • Personal agents designed for work.

12.3

Mark

Light marks for dark grounds.

Perplexity Teammate symbol
SymbolDownload
Perplexity Teammate wordmark
WordmarkDownload

12.4

Eight shapes

  1. Period

  2. Slash

  3. Bracket

  4. Quote

  5. Plus

  6. Times

  7. Asterisk

  8. Equals

12.5

Color

12.6

States

  1. Idle

    At rest, still in the sidebar and lists.

  2. Thinking

    Opens into five dots, then closes back.

  3. Typing

    Three dots pulse in turn.

  4. Attention

    Rings pulse when it needs you.

  5. Done

    Back to the still shape.

12.7

Art direction

Teammate imagery has two modes, and the difference is whether you’re in the room.

Light mode is work with you around. The Teammate is running, the avatar is the lamp on the ceiling, and you can look over any time.

Dark mode is work without you. You step away, the Teammate keeps going. The lamp comes down to the floor and lights only the task. Dark mode isn’t night, it’s focus. Only the work is left.

The person is always the user. The light is always the Teammate, in the avatar’s shape and color.

A barista at a steel counter in a long room with glowing pale green wallsA barista at a steel counter, lit only by a green-gold triangle of light on the floor, with the Store Manager query
An engineer at a desk inside a glass scaffold in a bright blue room with a three-dot lamp on the ceilingAn engineer at a desk inside a glass scaffold, lit only by a blue clover of light on the floor, with the On-call Engineer query
A clinician reading in a lounge chair in a pale teal clinic with X-rays on the wallA clinician reading in a lounge chair, lit only by a teal ring of light on the floor, with the Clinical Research Assistant query
A paralegal sorting stacks of documents in a lavender hall with an asterisk lamp on the ceilingA paralegal sorting stacks of documents, lit only by a violet asterisk of light on the floor, with the Paralegal query
A band playing on a dark stage in an amber room with a glowing ceilingA band playing on a dark stage, lit only by an amber oval of light on the floor, with the Tour Manager query
A chef cooking at a long counter in a red-walled room with a clover lamp on the ceilingA chef cooking at a long counter, lit only by a red clover of light on the floor, with the Kitchen Manager query

Part 3 of 3

Resources

Every logo and symbol, plus the palette and fonts, in one place.

Core

Sub-brand Tier 1

Sub-brand Tier 2

Perplexity vertical lockup, Off White
Perplexity vertical lockup, Off Black
Off White SVGOff Black SVG

Each wordmark is adjusted by hand (with love). Need a new sub-brand logo? Please ask Brand Design in #design-creative-requests.

13.1

Logos and symbols

Off Black for light grounds, Off White for dark.

  • All logos

    Every mark below in one file, in folders.

    ZIP

  • Wordmark

    The Perplexity wordmark as SVG.

    Off BlackOff White

  • Symbol

    The Perplexity symbol as SVG.

    Off BlackOff White

  • Vertical lockup

    Symbol over wordmark, as SVG.

    Off BlackOff White

  • Sub-brand logos

    All nine sub-brand logos, Off Black and Off White SVG.

    ZIP

  • Computer

    Symbol, wordmarks and lockup, Off Black and Off White SVG.

    ZIP

  • Comet

    The Comet symbol as SVG.

    SVG

  • Teammate

    Symbol and wordmark, SVG and PNG.

    ZIP

13.2

Color and type

  • Palette

    Every brand color as CSS variables or vector swatches.

  • Fonts

    PPLX Type is internal while it’s in beta, so request the files.

    Request ↗

Skills teach AI agents how to work in the Perplexity brand.

The same event poster generator built with the Perplexity skills applied
Event poster generator built from the prompt alone
Without skillsWith skills

14.1

The library

Maestro 2.0, draft

01Identity

pplx-brand

The identity authority: Guidelines logos (bundled), R6 fonts, Serif Narrow display, color, optical sizing and voice. Start here; every other skill defers to it.

02Charts

pplx-graph

Charts and data figures for blog and research posts: source-faithful redesigns, desktop and mobile PNG and SVG exports, Turquoise model colors, OG cards and chart QA. Downloads as a ZIP.

03

More skills coming soon

14.2

How to use

  1. 01

    Get the skills you need. Start with pplx-brand, then add the ones for your job.

  2. 02

    Add them to Computer under Skills, or attach the zip to your task.

  3. 03

    Name them in your prompt:

    Use pplx-brand to build an event poster generator for Perplexity.

14.3

What changes

The same brief, built with and without the skills.

Prompt: “Build an event poster generator for Perplexity as a single HTML file, with fields for headline, subhead, city and date, ground color presets, a logo toggle, Export PNG and a live 4:5 preview. Make it look polished and on-brand.”

  • TypeGoogle Fonts (Inter, Instrument Serif) become PPLX Serif Narrow Medium, Sans and Sans Mono, all R6.
  • LogoA typed “perplexity” stands in for the mark. With skills, it’s the official primary lockup.
  • GroundGradient, dot texture and drop shadow become flat brand grounds with no shadows.
  • ColorOff-palette presets become Off Black, Turquoise 700–900 and Off White, with a contrast check before export.
  • ShellA one-off panel becomes the shared tool shell: same controls, Copy recipe, variant ID and named exports.
  • Long textThe headline steps down to fit two lines and never truncates; export waits until it fits.

The creative tools the team uses to make on-brand work.

Coming soon

  1. 01

    Get work reviewed

    #design-creative-approvals-review ↗
  2. 02

    Request fonts

    #design-creative-approvals-review ↗
  3. 03

    Request new design work

    #design-creative-requests ↗
  4. 04

    Ask a question

    #design-creative-requests ↗