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.