What Font Does Pinterest Use? The Brand’s Visual Identity

Pinterest uses Pinterest Sans, a custom sans-serif font commissioned from Swiss type foundry Grilli Type and introduced in 2021.

The font was created as part of a full brand overhaul led by British design studio Made Thought, and it replaced Helvetica Neue as Pinterest’s primary brand typeface.

For the wordmark specifically, Pinterest uses Neue Haas Grotesk Display Bold. The app interface relies on system fonts, meaning San Francisco on iOS and Roboto on Android.

What Type of Font Is Pinterest Sans?

Pinterest Sans is a geometric sans-serif typeface with calligraphic influences. It sits between constructed geometric forms and handwritten qualities, which is a tricky balance to pull off at scale.

Grilli Type drew early design inspiration from three reference typefaces: Futura Alternates by Paul Renner (1927), Avenir by Adrian Frutiger (1988), and Johnston Sans by Edward Johnston (1916).

Each character is built from rectangles, circles, and triangles as primitive geometric foundations. The result is a typeface with slight flourishes on specific letters, giving it warmth without feeling overly decorative.

The font ships in 4 weights, with a separate UI-optimized version (Pinterest UI) built for digital legibility at smaller sizes. An italic version was also developed as a nod to the brand’s forward-looking identity.

Pinterest Sans currently supports 53 Latin languages, with Cyrillic, Greek, Vietnamese, and Japanese expansions planned.

Who Designed Pinterest Sans?

Grilli Type designed Pinterest Sans. The Swiss type foundry was founded in 2009 by Noël Leu and Thierry Blancpain, and it’s known for retail typefaces like GT America and GT Walsheim, alongside custom commissions for brands like TikTok and Figma.

The project was commissioned through Made Thought, the British brand identity studio that led Pinterest’s full visual rebrand in 2021.

Pinterest’s design director Andreas Helin was the internal lead on the typeface direction. He described the goal as finding a font that could recede and act as a supporting element to Pinterest’s image-heavy content, while still carrying the brand’s personality.

Pinterest Sans is a proprietary, custom typeface. It is not available for public download or licensing.

Is Pinterest Sans Free to Use?

No. Pinterest Sans is a proprietary typeface owned exclusively by Pinterest, Inc. It was commissioned for internal brand use across all touchpoints and is not publicly available through any font platform.

Neue Haas Grotesk, used in Pinterest’s wordmark, is available commercially through Linotype and Adobe Fonts. Licensing costs vary depending on usage type (web, desktop, app).

If you’re looking to replicate the Pinterest aesthetic without paying for a commercial license, see the alternatives section below.

What Font Did Pinterest Use Before?

Before 2021, Pinterest used Helvetica Neue as its primary interface font. This is the same typeface used across many major tech platforms, and for Pinterest it was a practical, neutral choice rather than a distinctive brand decision.

The original Pinterest wordmark, used from around 2011, was set in a script font with ligature-heavy letterforms. That script was retired in 2020 when Pinterest updated its logo to use Neue Haas Grotesk Black (a slightly modified version), as identified by the brand analysis site Brand New.

The 2021 rebrand with Pinterest Sans was the first time the platform adopted a custom typeface built specifically for the brand, rather than licensing an existing commercial font.

What Are the Best Free Alternatives to Pinterest Sans?

Since Pinterest Sans isn’t available publicly, here are 5 fonts that come close in feel, particularly the geometric-meets-humanist quality that defines it.

Inter is probably the closest match for UI work. DM Sans edges ahead if you want that slightly warmer, more approachable feel that Pinterest Sans carries.

How to Use Pinterest Sans Alternatives in Your Design Tools

In Figma

All Google Fonts, including Inter and DM Sans, are available natively inside Figma’s font picker. No installation needed. Just type the font name in the text panel and it loads automatically.

If you want to use a locally installed font, adding fonts to Figma requires the Figma Desktop app with the font installer running in the background.

In Canva

Canva includes Inter and several Roboto variants by default. If you have a Canva Pro account, you can upload custom fonts to Canva directly through the Brand Kit settings.

CSS Font Stack

To replicate Pinterest’s system font approach (what they use in the actual product UI), paste this stack into your stylesheet:

“ font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Noto Sans', sans-serif; `

This maps to San Francisco on Apple devices, Segoe UI on Windows, and Roboto on Android. It’s exactly how Pinterest renders body text across platforms, with no font files to load.

Why Did Pinterest Choose a Custom Typeface?

The short answer: Helvetica Neue looked like everyone else.

By 2021, dozens of major tech platforms were running on Helvetica Neue or near-identical grotesks. Pinterest needed something that felt ownable, especially given its positioning as a creative and aspirational platform, not just another utility app.

Pinterest’s design director Andreas Helin put it directly: the brand needed a typeface that could sit quietly behind images without competing with them, while still communicating a distinct personality.

The custom route also solved a practical problem. Pinterest operates across dozens of languages and scripts. A purpose-built typeface could be designed from the start with multilingual expansion in mind, rather than retrofitting an existing commercial font.

There’s also the font psychology angle. Geometric sans-serifs with humanist details read as friendly, approachable, and modern, qualities that directly support Pinterest’s brand positioning around creativity and discovery.

Compare this to, say, a serif font, which would push the brand toward editorial or luxury territory. That wasn’t the goal. Pinterest wanted warmth, not authority.

The typographic hierarchy across Pinterest’s interface now uses Pinterest Sans for headings and marketing materials, Pinterest UI for smaller interface text, and system fonts for actual in-app rendering on mobile devices. Three distinct layers, each optimized for its context.

FAQ on What Font Does Pinterest Use

What is the main font Pinterest uses?

Pinterest uses Pinterest Sans, a custom typeface commissioned from Swiss foundry Grilli Type in 2021.

It replaced Helvetica Neue as the brand’s primary font across all marketing and brand touchpoints.

Who made Pinterest Sans?

Grilli Type, a Swiss type foundry founded by Noël Leu and Thierry Blancpain, designed it.

The project was commissioned through British design studio Made Thought as part of Pinterest’s full brand identity overhaul.

What font does the Pinterest logo use?

The Pinterest wordmark is set in Neue Haas Grotesk Display Bold, slightly modified.

The iconic “P” badge uses a separate script-style mark. Pinterest officially discourages use of the wordmark in partner materials.

What font does the Pinterest app use?

The app interface uses system fonts, not Pinterest Sans. That means San Francisco on iOS and Roboto on Android.

This keeps text rendering native to each device without loading additional font files.

Is Pinterest Sans available to download?

No. Pinterest Sans is a proprietary typeface and is not publicly available through any font platform or foundry.

It was built exclusively for Pinterest’s internal brand use and cannot be licensed by third parties.

What font did Pinterest use before Pinterest Sans?

Before 2021, Pinterest used Helvetica Neue for its interface and general brand materials.

The original logo wordmark, used from around 2011, featured a script font with ligature-heavy letterforms before switching to Neue Haas Grotesk in 2020.

What are good free alternatives to Pinterest Sans?

The closest free options are Inter, DM Sans, Work Sans, and Space Grotesk, all available on Google Fonts.

Inter works best for UI projects. DM Sans is the better pick when you want a warmer, more approachable tone similar to Pinterest’s brand voice.

What type of font is Pinterest Sans?

It’s a geometric sans-serif with calligraphic influences, built on primitive shapes: rectangles, circles, and triangles.

The design balances constructed, geometric letterforms with slight handwritten flourishes, giving it a friendly but structured personality.

How does Pinterest use typography across its platform?

Pinterest applies a three-layer system. Pinterest Sans covers brand and marketing materials. Pinterest UI handles smaller digital interface text. System fonts render in the actual mobile app.

Each layer is optimized for its specific context and screen size.

What CSS font stack replicates the Pinterest UI look?

Use this stack: -apple-system, BlinkMacSystemFont, ‘Segoe UI’, Roboto, ‘Noto Sans’, sans-serif.

This mirrors what Pinterest actually renders in its product, mapping to San Francisco on Apple devices, Segoe UI on Windows, and Roboto on Android.

Conclusion

So, what font does Pinterest use? Pinterest Sans for brand materials, Neue Haas Grotesk Display Bold for the wordmark, and system fonts inside the app itself.

Three distinct layers, each doing a specific job across the Pinterest visual identity system.

The shift from Helvetica Neue to a custom geometric sans-serif was a deliberate move toward ownable brand typography, not just a cosmetic update.

If you need something similar for your own projects, Inter or DM Sans will get you close without the licensing headache.