Brand guide · linear.app

Linear

“The product development system for teams and agents”

Linear is a purpose-built system for planning and building products, designed for workflows shared by teams and agents. Bring customer feedback, decisions, and code into one place to restore momentum and ship with focus.

Extracted from the live site on 2026-10-09 in 43s · 8 pages read · 4 TinyFish calls

Linear homepage as rendered by the TinyFish browser

Take it with you

Logo

Taken from the rendered site header (88x22px on a 1440px-wide viewport).
Vector SVG with computed fills inlined, so it renders the same outside the site.

Logo PNG

icon any

icon

apple-touch-icon 180x180

Colour

Contrast pairings

AaBody text on page background18.73:1 · AAA

AaText on primary4.7:1 · AA

AaMuted text on page background6.13:1 · AA

AaPrimary on page background4.24:1 · AA Large

40 colour variables found in the site's CSS

--color-accent: #7170FF --color-line-primary: #37393A --color-fg-primary: #F7F8F8 --color-accent-tint: #18182F --color-accent-hover: #828FFF --color-overlay-primary: #010101 --color-brand-text: #FFFFFF --color-border-primary: #23252A --color-link-primary: #828FFF --color-text-primary: #F7F8F8 --color-brand-bg: #5E6AD2 --color-bg-primary: #08090A --sx-1stx5uy: #74E3FF --sx-7ide1: #747EE9 --sx-1ijrdvx: #FF8849 --sx-1uv3w6h: #2C2D32 --editor-bg-border-thin: #323439 --sx-138kmyo: #424449 --sx-1ltkoa: #626467 --color-text-secondary: #D0D6E0 --sx-1mc3c6y: #1E2022 --sx-1dcvabv: #382225 --color-text-tertiary: #8A8F98 --sx-91u3ar: #FFCC00 --sx-18yrgu8: #8F8F90 --sx-18uyzu6: #008A2A --sx-ot17o6: #00CEE2 --sx-1gm0lru: #222427 --sx-9pdekr: #8F9197 --sx-34xdpc: #D9343F --sx-1gxylln: #27282C --sx-tw6awd: #FFE7DE --color-line-tertiary: #18191A --color-white: #FFFFFF --sx-kthb5v: #6C76E0 --sx-183dfpr: #FF9958 --sx-1ccqs4f: #3D3F43 --sx-jw5zf4: #39B350 --sx-fwc8so: #CF4608 --sx-pqiwo2: #373A56

Typography

Inter Variable

sans-serif · self-hosted · used for display, heading, subheading, body, navigation, button

Weights 400 · 510 · 590

"Inter Variable", "SF Pro Display", -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Oxygen, Ubuntu, Cantarell, "Open Sans", "Helvetica Neue", sans-serif

Berkeley Mono

monospace · self-hosted · used for code

Weights 400

"Berkeley Mono", ui-monospace, "SF Mono", Menlo, monospace

displayInter Variable · 64px · 510 · 1 · -0.022em

The product development system for teams and agents

headingInter Variable · 48px · 510 · 1 · -0.022em

A new species of product tool. Purpose-built for modern teams with AI workflows at its cor

subheadingInter Variable · 20px · 590 · 1.33 · -0.012em

Faster app launch

bodyInter Variable · 15px · 400 · 1.6 · -0.011em

Designed for workflows shared by humans and agents. From drafting PRDs to pushing PRs.

navigationInter Variable · 13px · 400 · 1.5

Customers

buttonInter Variable · 13px · 510 · 2.46

codeBerkeley Mono · 12px · 400 · 1.67 · -0.015em

vehicle_state

Buttons as rendered

Tone of voice

Calmly ambitious and technically fluent. Linear pairs a clear thesis about the future of product development with concrete workflow language, restrained confidence, and a deep concern for craftsmanship.

Future-facing, grounded in systems

Frames AI as a structural change in product development, then explains the shared environment needed to make it work.

Connect statements about the AI era to specific changes in context, coordination, or execution.

Don't

Promise an undefined AI revolution or present agents as magic.

How it sounds on their site

“AI increases what teams can create, but it also raises the bar for clarity and coordination.” /about

“A purpose-built system where teams and agents operate together in a shared, structured environment.” /about

Momentum without noise

Uses direct verbs and operational outcomes to describe speed as focused progress, not frantic activity.

Name what becomes faster and which friction is removed.

Don't

Use breathless urgency, exclamation-heavy copy, or speed claims detached from quality.

How it sounds on their site

“Reduces noise and restores momentum to help teams ship with high velocity and focus.” home

“Keep PRs moving without sacrificing quality.” home

Craft-led conviction

Treats software quality as a deliberate practice, extending from foundations to small details.

Describe the care, decisions, and standards behind the work.

Don't

Equate quality with generating more output or adding more features.

How it sounds on their site

“What unites us is relentless focus, fast execution, and a deep care for software craftsmanship.” /about

“We are looking for people who share our passion for software craftsmanship and getting even the smallest details right.” /careers

Direct and technically specific

Assumes a product-building audience and explains work through recognizable artifacts and actions.

Use precise workflow terms and get to the practical point.

Don't

Replace concrete actions with vague business jargon or lengthy introductory framing.

How it sounds on their site

“Synthesize customer feedback, draft PRDs, and delegate issues.” /enterprise

“Get to the point and assume good intentions.” /careers

Tone spectrum

FormalCasual

SeriousPlayful

TechnicalPlain

UnderstatedBold

Measured on 3,381 words

Sentence length: 24 words
Reading ease: 33 · Dense (college level)
Headings: Sentence case
“You” vs “we”: 0.6 vs 1.2 per 100 words
Exclamations: 1.4 per 100 sentences
Contractions: 0.8 per 100 words

Style rules

Use sentence case for headings; keep headings compact and centered on a capability or outcome.
Pair short declarative headlines with explanatory sentences around 20–25 words; retain technical detail when it adds precision.
Lead product copy with Linear, the system, or the action; use second person sparingly and first-person plural mainly for company perspectives.
Use periods and restrained punctuation. Avoid routine exclamation marks and reserve questions for purposeful prompts.
Use established product and engineering terms such as PRDs, PRs, triage, and code reviews rather than replacing them with vague abstractions.
Write Linear with a capital L, not “Linear app”; capitalize dedicated releases as proper nouns and express numerical proof with exact figures.

Words we use

purpose-builtteams and agentsproduct developmentshared contextplanning and buildingfocusshipcompany prioritiessoftware craftsmanshipqualityAItriage

Words we avoid

magic bulletgame-changingeffortlesshustlecrush itsynergydisrupt everything

Messaging

One system for teams and agents

Keep people and agents working from the same context, priorities, and structure.

“It provides a shared product development system, where teams and agents work from the same context, priorities, and structure.” /enterprise

“Customer feedback, decisions, and code all live in one place, so everyone works from the same context.” /enterprise

From context to execution

Turn conversations, customer feedback, and plans into actionable work connected to product priorities.

“Automatically turn conversations and customer feedback into actionable issues that are instantly routed, labeled, and prioritized for the right team.” home

“AI coding accelerates individuals. Linear ensures their work is tied to team context and company priorities.” /enterprise

Speed with focus and control

Remove operational friction so teams can move quickly without losing alignment or quality.

“Triage, routing, labeling, and updates happen automatically, so teams can focus on building.” /enterprise

“Streamline code reviews with clear diffs, better context, and fewer back-and-forth comments.” home

Purpose-built craftsmanship

Build product tools around the practices of strong teams and a lasting commitment to software quality.

“Linear is shaped by the practices and principles of world-class product teams.” home

“A tool with unparalleled speed, focus, and design.” /careers

Audiences

Product and engineering teams. Connect customer feedback, planning, issues, and code reviews to move from idea to launch with clarity and focus.
Enterprise product organizations. Align teams and agents around company priorities, shared context, and structured workflows at scale.
Teams adopting AI agents. Delegate work, automate product operations, and measure execution while keeping agents connected to team context.
Prospective teammates. Build carefully crafted software within a remote team that values quality, principles, and focused execution.

Proof points

“Founded in 2019, Linear has become the tool of choice for more than 40,000 companies (including OpenAI, Coinbase, and Ramp) to plan, build, and ship their products.” /about

“Why OpenAI chose Linear and scaled to 3,000 users” /customers

“How Scale compressed bug resolution time by 52%” /customers

“The coding agent behind 75% of Ramp’s merged PRs” /customers

“78%Linear enterprise workspaces have adopted agents” /enterprise

“28%Issues authored by AI agents” /enterprise

“5.0xGrowth in agent-completed work” /enterprise

Key phrases

A new species of product toolteams and agentsDesigned for speedOne system for teams and agentsTurn context into executionSelf-driving product operationsBuilt for the future.Available today.software craftsmanship

Calls to action

Boilerplate

About Linear: Founded in 2019, Linear is a purpose-built product development system where teams and agents work together in a shared, structured environment. More than 40,000 companies, including OpenAI, Coinbase, and Ramp, use Linear to plan, build, and ship products. Its team is distributed across North America and Europe, with a focus on fast execution and software craftsmanship.

How this was built

Every fact above traces to one of these calls. Quotes were checked against the fetched text: 23 kept, 0 dropped as not verbatim. Voice written by gpt-6.1-sol.

TinyFish	Purpose	Result	Time
Browser	Render the live homepage to measure colours, type and logo https://linear.app/	session tf-23bffa82-fa05-4cf0-93da-fcad020a2cf5; rendered 4521 elements in 16646ms, 18 bg colours, 1 font files, logo svg	17.5s
Fetch	Read homepage copy, links and images for a brand guide https://linear.app/	1/1 pages, 6778 chars	2.2s
Search	Find official brand assets and guidelines Linear brand guidelines logo colors press kit	8 results	0.8s
Fetch	Read site pages for tone of voice, messaging and brand rules https://linear.app/about, https://linear.app/enterprise, https://linear.app/pricing, https://linear.app/customers, https://linear.app/now, h…	7/7 pages, 23224 chars	2.0s

Pages read

homeFetchhttps://linear.app/
aboutFetchhttps://linear.app/about
productFetchhttps://linear.app/enterprise
pricingFetchhttps://linear.app/pricing
customersFetchhttps://linear.app/customers
blogFetchhttps://linear.app/now
careersFetchhttps://linear.app/careers
brandFetchhttps://linear.app/brand