In the crowded landscape of search engines and AI-driven tools, standing out often means shouting the loudest. But what if the goal is to blend in, to become an unobtrusive yet reliable vessel for information? This was the challenge presented to Smith & Diction when they were tasked with branding Perplexity AI. The objective? Create an "invisible brand" that feels clean, considered, and trustworthy.
The core concept behind Perplexity AI's branding was to establish a visual identity that doesn't scream for attention. It's about building trust through simplicity and functionality, rather than flashy designs. This approach veers sharply away from typical branding strategies that prioritize memorability through quirky mascots and eye-catching logos.
The redesign process began with the logo. The goal was to maintain the original logo's simplicity while adding layers of depth and meaning. Perplexity AI, unlike some search engines, emphasizes source citation, providing users with direct links to reputable sources. This unique aspect became the cornerstone of the new symbol.
This new logo subtly represents Perplexity AI's function as a search engine that efficiently connects users to credible information.
The symbol holds multiple layers of interpretation, reinforcing the brand's message of clarity and accessibility:
The wordmark was designed using a grotesk typeface with a touch of personality. FK Display was chosen for its subtle quirks, such as the unique cuts on the "X" that mirror the points of the symbol. The lowercase "p" reflects the common practice of users typing queries without capitalization.
Even the tiniest details, like the soft intersections on certain letters, were carefully considered to evoke a sense of history and reliability.
Given that Perplexity AI is heavily text-based, typography was a crucial element. The chosen typeface needed to be highly readable and adaptable to various languages, reflecting Perplexity's global user base. FK Grotesk, with its clean lines and multiple alternates, fit the bill perfectly. For body copy, FK Grotesk Neue was selected for its enhanced legibility.
The color palette was designed to be almost imperceptible, avoiding the overly branded feel that can detract from the search experience. The focus was on creating a clean dark mode and light mode with subtle accents for buttons and links. The team avoided trendy, vibrant colors, opting for a palette that conveys seriousness and trustworthiness.
Even in a brand designed for invisibility, there's room for moments of surprise and delight. Smith & Diction created brand elements like grid systems for marketing materials and pitch decks, incorporating slanted cuts to introduce motion and visual interest. They also developed art-deco patterns based on the logo for social media backgrounds and other applications.
In a nod to the internet's diverse and ever-changing nature, the branding team embraced an "anti-style" approach for icons and other visual elements. This collage-like aesthetic reflects the vastness of the internet itself, suggesting that Perplexity AI encompasses a little bit of everything.
By embracing these principles, Smith & Diction successfully created a visual identity for Perplexity AI that is both understated and impactful, solidifying its position as a reliable source of information in the digital age.
