Perplexity Rebrand 2023

Perplexity is an AI answer engine that searches the live web and cites its sources. Its founders wanted a brand as clean and considered as a Scandinavian subway system, a quiet vessel for facts rather than another flashy tech brand, and a clear break from the old mark without looking like a relaunch. Smith & Diction's 2023 identity builds citation into the brand itself, so trust in the answers becomes its personality.