perplexity ai.json

Perplexity AI Brand Identity

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

Quick Facts

Field Value
Primary #1A73E8
Accent #EDECE8
Body Font Microsoft JhengHei
Heading Font Microsoft JhengHei

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy individuals and businesses

Perplexity AI Brand in the Wild

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

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

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Microsoft JhengHei",
      "role": "body"
    },
    {
      "family": "pplxSans",
      "role": "unknown"
    },
    {
      "family": "Segoe UI",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#1A73E8",
    "secondary": "#1FB8CD",
    "accent": "#EDECE8",
    "background": "#FCFCF9",
    "textPrimary": "#000000",
    "link": "#8EBEC3"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Microsoft JhengHei",
      "heading": "Microsoft JhengHei"
    },
    "fontStacks": {
      "heading": [
        "pplxSans",
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Hiragino Sans",
        "Yu Gothic",
        "Meiryo",
        "PingFang SC",
        "Microsoft YaHei",
        "PingFang TC",
        "Microsoft JhengHei",
        "PingFang HK",
        "PingFang MO",
        "Apple SD Gothic Neo",
        "Malgun Gothic",
        "sans-serif",
        "Apple Color Emoji",
        "Noto Color Emoji"
      ],
      "body": [
        "pplxSans",
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Hiragino Sans",
        "Yu Gothic",
        "Meiryo",
        "PingFang SC",
        "Microsoft YaHei",
        "PingFang TC",
        "Microsoft JhengHei",
        "PingFang HK",
        "PingFang MO",
        "Apple SD Gothic Neo",
        "Malgun Gothic",
        "sans-serif",
        "Apple Color Emoji",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "pplxSans",
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Hiragino Sans",
        "Yu Gothic",
        "Meiryo",
        "PingFang SC",
        "Microsoft YaHei",
        "PingFang TC",
        "Microsoft JhengHei",
        "PingFang HK",
        "PingFang MO",
        "Apple SD Gothic Neo",
        "Malgun Gothic",
        "sans-serif",
        "Apple Color Emoji",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "16px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#EDECE8",
      "textColor": "#27251E",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#27251E",
      "borderColor": "#DEDCD6",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20viewBox%3D%220%200%2030%2032%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22h-auto%20w-full%22%20role%3D%22img%22%20aria-label%3D%22Perplexity%22%20data-fc-idx%3D%220%22%3E%3Csvg%20style%3D%22fill%3A%20none%20!important%3B%22%3E%0A%20%20%20%20%3Cpath%20fill%3D%22currentColor%22%20fillrule%3D%22evenodd%22%20cliprule%3D%22evenodd%22%20d%3D%22M15%200.124727C15.4832%200.124727%2015.8748%200.516607%2015.875%200.999727V8.88645L24.3809%200.380586C24.6311%200.130476%2025.0081%200.0557816%2025.335%200.191133C25.6618%200.326537%2025.8749%200.645944%2025.875%200.999727V10.1003H28.75L28.8398%2010.1052C29.2809%2010.1502%2029.625%2010.5224%2029.625%2010.9753V23.5007C29.6246%2023.9836%2029.233%2024.3757%2028.75%2024.3757H25.875V30.9997C25.875%2031.3536%2025.6619%2031.6729%2025.335%2031.8083C25.008%2031.9438%2024.6311%2031.8691%2024.3809%2031.6189L15.875%2023.113V30.9997C15.875%2031.483%2015.4832%2031.8747%2015%2031.8747C14.5168%2031.8747%2014.125%2031.483%2014.125%2030.9997V23.113L5.61914%2031.6189C5.36889%2031.8691%204.992%2031.9438%204.66504%2031.8083C4.33815%2031.6729%204.125%2031.3536%204.125%2030.9997V24.3757H1.25C0.76699%2024.3757%200.375388%2023.9836%200.375%2023.5007V10.9753C0.375%2010.4921%200.766751%2010.1003%201.25%2010.1003H4.125V0.999727C4.12511%200.645944%204.33818%200.326537%204.66504%200.191133C4.99192%200.0557816%205.36892%200.130476%205.61914%200.380586L14.125%208.88645V0.999727C14.1252%200.516607%2014.5168%200.124727%2015%200.124727ZM5.875%2020.1462V28.8864L14.125%2020.6364V12.9275L5.875%2020.1462ZM15.875%2020.6364L24.125%2028.8864V20.1462L15.875%2012.9275V20.6364ZM2.125%2022.6257H4.125V19.7497L4.12988%2019.656C4.15334%2019.4388%204.25778%2019.2369%204.42383%2019.0915L12.6992%2011.8503H5.20312C5.13787%2011.8658%205.07001%2011.8747%205%2011.8747C4.92999%2011.8747%204.86213%2011.8658%204.79688%2011.8503H2.125V22.6257ZM25.5762%2019.0915C25.7659%2019.2576%2025.8749%2019.4976%2025.875%2019.7497V22.6257H27.875V11.8503H25.2031C25.1379%2011.8658%2025.07%2011.8747%2025%2011.8747C24.93%2011.8747%2024.8621%2011.8658%2024.7969%2011.8503H17.3008L25.5762%2019.0915ZM5.875%2010.1003H12.8623L5.875%203.11301V10.1003ZM17.1377%2010.1003H24.125V3.11301L17.1377%2010.1003Z%22%2F%3E%0A%20%20%3C%2Fsvg%3E%3C%2Fsvg%3E",
    "favicon": "https://www.perplexity.ai/favicon.svg",
    "ogImage": "https://ppl-ai-public.s3.amazonaws.com/static/img/pplx-default-preview.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 'Perplexity'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Create a prototype",
      "reasoning": "Button #0 has a distinct background color (#EDECE8) and action-oriented text 'Create a prototype', making it the most likely primary CTA."
    },
    "secondary": {
      "index": 3,
      "text": "Monitor the situation",
      "reasoning": "Button #3 has a transparent background, making it suitable as a secondary button with a different color group from the primary."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy individuals and businesses"
  },
  "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 'Perplexity'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}