Branding perplexity.ai. Creating an invisible brand. | by Smith & Diction | Smith & Diction | Medium

When Henry and Phi from Perplexity hit us up they said, “We want the brand to feel like a Scandinavian subway system. Clean and considered but in an invisible sort of way.” They didn’t want to come across as flashy, or modern, or youthful in any way. Just a vessel for facts. So uhhhh, that’s not usually our specialty here at S&D. We’re often making wiggly logos with weird mascots and whatnot. But honestly, I’d die for Henry and Phi. We had one of those calls where the line from Step Brothers comes to mind, “Did we just become best friends? Yep.” So we were off to create the most invisible brand we could. Very similar to our work with Exposure, our job was to change literally everything while at the same time making it seem like nothing had changed at all. We started with the symbol. We wanted to create something that had the same simplicity as the previous logo, but just added a few layers of depth to it. At it’s core, Perplexity is a search engine. It blasts through the internet at un

When Henry and Phi from Perplexity hit us up they said, “We want the brand to feel like a Scandinavian subway system. Clean and considered but in an invisible sort of way.” They didn’t want to come across as flashy, or modern, or youthful in any way. Just a vessel for facts. So uhhhh, that’s not usually our specialty here at S&D. We’re often making wiggly logos with weird mascots and whatnot. But honestly, I’d die for Henry and Phi. We had one of those calls where the line from Step Brothers comes to mind, “Did we just become best friends? Yep.” So we were off to create the most invisible bran