# Perplexity Brand Identity

A complete profile of **Perplexity**'s visual system — colors, typography, components, and personality — extracted from https://perplexityonline.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/perplexity
- Machine-readable JSON: https://characterquilt.com/branding/perplexity.json
- Per-page llms.txt: https://characterquilt.com/branding/perplexity/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #1E2330 |
| Accent | #153532 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #1E2330
- secondary: #40E0D0
- accent: #153532
- background: #0A0A0A
- textPrimary: #FFFFFF
- link: #153532

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: Inter — https://fonts.google.com/specimen/Inter

## Visual Assets

- Logo: https://perplexityonline.com/Add_a_heading-5.png
- Favicon: https://raw.githubusercontent.com/stackblitz/stackblitz-upload-service/master/logo.png
- Social card (og:image): https://raw.githubusercontent.com/stackblitz/stackblitz-upload-service/master/logo.png

## UI Components

- buttonPrimary: background=#0A0A0A, textColor=#FFFFFF, borderRadius=0px, shadow=none
- buttonSecondary: background=transparent, textColor=#FFFFFF, borderRadius=12px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: business professionals

## Perplexity Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **AI Startup Perplexity Drops Fake Movie Trailer as First Ad**
  - Image: https://static-www.adweek.com/wp-content/uploads/2024/06/perplexity.png?w=1200
  - Source: https://www.adweek.com/brand-marketing/ai-startup-perplexity-drops-hollywood-caliber-fake-movie-trailer-as-its-first-ad/
- **Introducing Perplexity Deep Research**
  - Image: https://framerusercontent.com/images/Lc0634aprN2JYuFLQ8VfKthJnAk.png
  - Source: https://www.perplexity.ai/hub/blog/introducing-perplexity-deep-research
- **Perplexity - Landing Page Design For The Trading Platform Ai by Jai Vaidya:  UI/UX - Web & Graphic Designer Ahmedabad 🇮🇳 on Dribbble**
  - Image: https://cdn.dribbble.com/userupload/13953016/file/original-bc158034d4febdbe2706b1f6ffd0451b.jpg
  - Source: https://dribbble.com/shots/23956229-Perplexity-Landing-Page-Design-For-The-Trading-Platform-Ai
- **Perplexity announces 'timely' AI ad features as it looks to challenge  Google's search dominance | Campaign Asia**
  - Image: https://www.campaignasia.com/media/CAS/20240829042334_Untitled%20design%20(7).jpg
  - Source: https://www.campaignasia.com/article/perplexity-announces-timely-ai-ad-features-as-it-looks-to-challenge-googles-se/7cakqco4z0ihd0yy59flfruxrr
- **Introducing Perplexity Labs**
  - Image: https://framerusercontent.com/images/wUZwNWxfP9xRGU4sx6hhz2d0E0o.png
  - Source: https://www.perplexity.ai/hub/blog/introducing-perplexity-labs
- **Introducing Perplexity Pages**
  - Image: https://framerusercontent.com/images/JzvOhoRSsDHqFClyeYTIGpRJ5U.png?width=3456&height=2160
  - Source: https://www.perplexity.ai/hub/blog/perplexity-pages

## Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "dark",
  "fonts": [
    {
      "family": "Inter",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#1E2330",
    "secondary": "#40E0D0",
    "accent": "#153532",
    "background": "#0A0A0A",
    "textPrimary": "#FFFFFF",
    "link": "#153532"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Inter",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "36px",
      "body": "24px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0A0A0A",
      "textColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://perplexityonline.com/Add_a_heading-5.png",
    "favicon": "https://raw.githubusercontent.com/stackblitz/stackblitz-upload-service/master/logo.png",
    "ogImage": "https://raw.githubusercontent.com/stackblitz/stackblitz-upload-service/master/logo.png",
    "logoHref": "/",
    "logoAlt": "Perplexity"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand name 'Perplexity'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Explore Our Products",
      "reasoning": "Button #0, 'Explore Our Products', is likely the primary CTA due to its prominent placement and action-oriented text. It stands out with a distinct dark background and white text, making it visually prominent."
    },
    "secondary": {
      "index": 3,
      "text": "Learn More",
      "reasoning": "Button #3, 'Learn More', is selected as secondary due to its transparent background, which contrasts with the primary button's dark background. It serves as a supportive action to the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand name 'Perplexity'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```