Font Pairings Used by the Top 20 SaaS Companies
We analysed the typography of 20 of the most admired software products in the world. The patterns we found reveal clear typographic trends in the SaaS design language of 2024-2025.
The Dominant Pattern: Custom + Inter
The most common pattern: a distinctive custom or licensed display font for headlines combined with Inter for UI text and body copy. This reflects Inter's status as the uncontested UI font standard — designers trust it for functional text, and reserve typographic personality for display elements.
Company by Company
Linear — Custom "Linear" sans for headlines + Inter for body. Ultra-precise, dark aesthetic. The epitome of developer tooling aesthetics in 2024.
Vercel — Geist (their own open-source font) across the entire product. Bold statement: if you're confident enough to design your own typeface, use it everywhere.
Figma — Inter across the board for UI, with occasional use of platform system fonts for editor interfaces.
Notion — A modified version of Gotham (headline) + the system sans-serif stack for document content (allowing users to customise their document typography).
Loom — Circular (licensed) for all brand communications. One of the few SaaS companies that commits to a premium licensed typeface across everything.
Stripe — Camphor (custom) for product, with Saans for editorial. Stripe's typography is extraordinarily considered — they've invested heavily in typographic systems.
Framer — Bricolage Grotesque (display) + Inter (UI). Possibly the combination that made Bricolage so popular in the SaaS design community.
GitHub — Mona Sans (their own custom) + Monaspace (their own custom monospace). Following the trend of tech companies commissioning custom typefaces.
GitLab — Inter across both marketing and product. Clean, consistent, low-risk.
Atlassian — Charlie Display (custom) + Charlie Text (custom). A complete custom type system for a brand operating at scale.
Key Findings
- Inter is the most used font — appears in ~60% of the companies examined
- Custom fonts are increasing — 40% of companies now use partially or fully custom typefaces
- Variable fonts are standard — all major design systems have adopted variable fonts for performance
- Serif fonts are nearly absent — only one company uses a serif in their primary brand typography
What This Means for Your Brand
If you want to look like a credible SaaS company in 2025, the formula is: Inter (or DM Sans/Plus Jakarta Sans) for your product UI + a distinctive variable grotesque (Bricolage, Syne, Space Grotesk) for your marketing headlines. Free, performant, professional.