# Perplexity

> Generated by BrandSweets from the perplexity BrandDoc (v2, schema 1). Do not edit by hand.

## Identity

**Tagline:** Where knowledge begins.

**Mission:** Answer every question in the world.

**Sector:** artificial intelligence / search

**Audience:** the curious — anyone who wants a cited answer, fast

**Founded:** 2022

**Domain:** perplexity.ai

**Guidelines:** https://www.perplexity.ai/hub/brand


Perplexity is an answer engine — it gives direct, cited answers to any question, with sources you can check. The brand is calm and editorial: a warm paper canvas, a deep peacock teal, offblack ink, and Berkeley Mono for citations. It reads like a well-set reference book that happens to be alive.

### Values

- **Truth** — Every answer is grounded in sources you can verify.
- **Curiosity** — Design invites the next question.
- **Clarity** — Direct answers, editorial calm, no clutter.

## Voice

**Tone:** knowledgeable, calm, editorial, precise

### Do

- Answer directly, then cite
- Be precise and grounded — every claim has a source
- Keep an editorial, reference-book calm
- Invite the next question

### Don't

- Never state without a source
- Avoid hype and overclaiming
- Don't clutter the answer with decoration

### Sample copy

- **button** _(cta)_: "Ask anything" — `cta-button`
- **empty thread** _(empty-state)_: "Ask a question to get a cited answer." — `empty-state`
- **hero headline** _(headline)_: "Where knowledge begins." — `hero-headline`
- **notification** _(notification)_: "Your Daily brief is ready — three answers to start the day." — `notification`

### Vocabulary

- **Preferred:** answer, sources, cite, thread, ask
- **Avoided:** hallucinate, just a chatbot, guaranteed, magic
- **Perplexity:** Always capitalized; the product and the company.
- **Thread:** A conversation of questions and cited answers; capitalized when naming the feature.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Peacock | `#20808d` | — | The deep teal — links, primary actions, brand moments. |
| `accent` | True Turquoise | `#1fb8cd` | — | Brighter turquoise for highlights and interactive hover. |
| `surface` | Paper | `#fbfaf4` | `#191a1a` | The warm paper canvas — the signature off-white background. |
| `text` | Offblack | `#091717` | `#f3f1e7` | Editorial ink on paper; near-white on the dark canvas. |

### Scales

- **primary:** 50 `#e7f4f5`, 100 `#c4e5e8`, 200 `#93d0d5`, 300 `#5fb6bd`, 400 `#379aa3`, 500 `#248690`, 600 `#20808d`, 700 `#1a6670`, 800 `#17525a`, 900 `#15444b`, 950 `#0a262b`
- **accent:** 50 `#e5fafd`, 100 `#c2f2f8`, 200 `#8ee6f0`, 300 `#54d5e4`, 400 `#1fb8cd`, 500 `#1799ab`, 600 `#137b8b`, 700 `#12626f`, 800 `#134f5a`, 900 `#13424b`, 950 `#082830`
- **surface:** 50 `#fbfaf4`, 100 `#f3f1e7`, 200 `#e5e2d3`, 300 `#cfcbb8`, 400 `#a8a48f`, 500 `#7e7b68`, 600 `#5c5a4c`, 700 `#444339`, 800 `#2e2e28`, 900 `#1f1f1c`, 950 `#141413`
- **text:** 50 `#f2f4f4`, 100 `#e0e5e5`, 200 `#c1cbcb`, 300 `#96a5a5`, 400 `#697979`, 500 `#4a5959`, 600 `#374343`, 700 `#293333`, 800 `#1b2222`, 900 `#101818`, 950 `#091717`

## Typography

### Families

#### Berkeley Mono `berkeley-mono`
- **Source:** licensed
- **Foundry:** Berkeley Graphics
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `"Berkeley Mono", ui-monospace, SFMono-Regular, monospace`
- **Licensing:** Berkeley Mono by Berkeley Graphics — commercial license for citations and code. Reference by name only; never rehosted.
- **License:** https://berkeleygraphics.com/typefaces/berkeley-mono/
- **Usage:** Citations, source numbers, and technical labels.

#### FK Grotesk Neue `fk-grotesk`
- **Source:** licensed
- **Foundry:** Florian Karsten Types
- **Weights:** 400 Regular, 500 Medium, 700 Bold
- **Fallback stack:** `"FK Grotesk Neue", "Helvetica Neue", Arial, sans-serif`
- **Licensing:** FK Grotesk Neue by Florian Karsten Types — commercial license held by Perplexity. Reference by name only; never rehost the binaries.
- **License:** https://floriankarsten.com
- **Usage:** Editorial grotesque for display, headings, and body.

### Role assignments

- **display:** FK Grotesk Neue (`fk-grotesk`) — weights 500, 700
- **heading:** FK Grotesk Neue (`fk-grotesk`) — weights 500, 700
- **body:** FK Grotesk Neue (`fk-grotesk`) — weights 400, 500
- **mono:** Berkeley Mono (`berkeley-mono`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| xs | 0.75 | 1.5 | — |
| sm | 0.875 | 1.55 | — |
| base | 1 | 1.65 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.625 | 1.25 | — |
| display | 2.75 | 1.08 | -0.015 |

## Logos

### primary
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3EPerplexity%3C%2Ftitle%3E%3Cpath%20d%3D%22M22.3977%207.0896h-2.3106V.0676l-7.5094%206.3542V.1577h-1.1554v6.1966L4.4904%200v7.0896H1.6023v10.3976h2.8882V24l6.932-6.3591v6.2005h1.1554v-6.0469l6.9318%206.1807v-6.4879h2.8882V7.0896zm-3.4657-4.531v4.531h-5.355l5.355-4.531zm-13.2862.0676%204.8691%204.4634H5.6458V2.6262zM2.7576%2016.332V8.245h7.8476l-6.1149%206.1147v1.9723H2.7576zm2.8882%205.0404v-3.8852h.0001v-2.6488l5.7763-5.7764v7.0111l-5.7764%205.2993zm12.7086.0248-5.7766-5.1509V9.0618l5.7766%205.7766v6.5588zm2.8882-5.0652h-1.733v-1.9723L13.3948%208.245h7.8478v8.087z%22%20fill%3D%22%231FB8CD%22%2F%3E%3C%2Fsvg%3E
  - `png` (960×220): brands/perplexity/logo-primary@2x.png
- **Clearspace:** 1× cap-height — One cap-height of clear space on all sides.
- **Min size:** 96px w (screen)
- **Allowed backgrounds:** light, muted
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://www.perplexity.ai

### mark
- **Symbol name:** The Perplexity mark
- **Formats:**
  - `svg` (96×96): brands/perplexity/mark.svg
- **Clearspace:** 0.5× mark-width
- **Min size:** 20px w (screen)
- **Allowed backgrounds:** any
- **Colors:** primary

### mono
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3EPerplexity%3C%2Ftitle%3E%3Cpath%20d%3D%22M22.3977%207.0896h-2.3106V.0676l-7.5094%206.3542V.1577h-1.1554v6.1966L4.4904%200v7.0896H1.6023v10.3976h2.8882V24l6.932-6.3591v6.2005h1.1554v-6.0469l6.9318%206.1807v-6.4879h2.8882V7.0896zm-3.4657-4.531v4.531h-5.355l5.355-4.531zm-13.2862.0676%204.8691%204.4634H5.6458V2.6262zM2.7576%2016.332V8.245h7.8476l-6.1149%206.1147v1.9723H2.7576zm2.8882%205.0404v-3.8852h.0001v-2.6488l5.7763-5.7764v7.0111l-5.7764%205.2993zm12.7086.0248-5.7766-5.1509V9.0618l5.7766%205.7766v6.5588zm2.8882-5.0652h-1.733v-1.9723L13.3948%208.245h7.8478v8.087z%22%20fill%3D%22%23111111%22%2F%3E%3C%2Fsvg%3E
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** light, muted
- **Disallowed backgrounds:** dark
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://www.perplexity.ai

### inverse
- **Formats:**
  - `svg` (480×110): brands/perplexity/logo-inverse.svg
- **Clearspace:** 1× cap-height
- **Min size:** 96px w (screen)
- **Allowed backgrounds:** dark

### favicon
- **Formats:**
  - `svg` (32×32): brands/perplexity/favicon.svg
  - `ico` (32×32): brands/perplexity/favicon.ico
- **Allowed backgrounds:** any

## Usage Rules

- **[MUST] Answer, then cite** (voice) — Every claim carries a source. Never state without citing. `cite-everything`
- **[MUST] Meet WCAG AA for text** (accessibility) — Offblack on Paper clears AA comfortably; keep teal for links and large type. `contrast-aa`
- **[MUST] Respect logo clear space** (logo) — Keep at least one cap-height of clear space around the wordmark. `logo-clearspace`
- **[SHOULD] Keep the paper canvas** (color) — The warm off-white 'Paper' is the default background. Teal and turquoise are accents, not fills. `paper-canvas`

## Boards

- **Perplexity — Brand** — `cover` (`board-cover`)
- **Logo** — `logo-suite` (`board-logos`)
- **Color** — `color-system` (`board-colors`)
- **Typography** — `type-specimen` (`board-type`)
- **Voice** — `voice` (`board-voice`)
- **Imagery** — `imagery` (`board-imagery`)

## Resources

- Tokens (JSON): /b/perplexity/tokens.json
- Tokens (CSS): /b/perplexity/brand.css
- This document: /b/perplexity/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/perplexity/mcp
- Agent integration guide: /agents.md