Grammarly turned the most anxiety-inducing thing in writing — being marked wrong — into something friendly and green.

For decades a red squiggle under your words meant failure. Grammarly’s quiet genius was to recolour that idea: its suggestions arrive in a calm, healthy green, and its checkmark reads as approval rather than judgement. The whole brand grows from that single metaphor — the green underline and the tick — which is why the colour feels less like decoration and more like the product’s personality made visible. It signals growth, correctness and reassurance all at once.

The company was founded in 2009 in Kyiv by Max Lytvyn, Alex Shevchenko and Dmytro Lider, and grew from a plagiarism-checking tool into an AI writing assistant used by tens of millions. Its mark is a stylised lowercase “G” set inside a rounded container that reads at once as a location pin and a speech bubble — a guide to your digital conversations. A 2024 refresh sharpened the wordmark into more angular, enterprise-ready letterforms and made that container more pin-like, without throwing away the equity of the green circle everyone already recognised.

The palette is anchored by one unmistakable green; everything else supports it. Click a swatch to copy the hex.

The signature is Grammarly green #15C39A (Pantone 3385 C) — fresh, slightly minty, unmistakably “the Grammarly colour.” It pairs classically with a warm grey #4C4C4C and plenty of white. More recent interfaces sample a broader set, including a deep indigo around #110C6C and near-black navy tones, as the brand stretches from a single-purpose checker toward a full communication platform. Names for that expanded set vary between sources, so the honest position is simple: the green is the one true constant, and the rest is a supporting cast that shifts as the product grows.

Using the green well means treating it as a signal, not a background. Its whole power is the underline-and-tick metaphor, so it works best as an accent — a highlight, a button, a piece of feedback — against generous white space; flood a screen with it and the “this is a suggestion” meaning dilutes. Note the accessibility catch: mint-fresh #15C39A is bright, and small green text on white can fall short of contrast targets, so reach for the darker greens or the warm grey #4C4C4C for body copy and reserve the signature hue for moments that deserve attention. The deeper indigo tones give the newer, enterprise-facing side of the brand somewhere to go without abandoning the green that made Grammarly recognisable in the first place — an accent kept precious rather than spent everywhere.

Grammarly’s typography is deliberately unremarkable — the point is to feel like a helpful colleague, not a design object.

Grammarly has no widely documented bespoke typeface; its marketing has historically leaned on clean geometric and humanist sans-serifs (the Proxima Nova era), and its product interface uses Inter, the open workhorse tuned for screens. Claims of a commissioned “custom Grammarly font” are unverified, so we don’t repeat them. That plainness is a feature: a tool that lives quietly inside your email, docs and browser should wear neutral, trustworthy letterforms, letting the green cues — not the type — carry the brand’s voice.

The identity is stretching to match a company that no longer just fixes commas.

Grammarly’s positioning has moved from “spot my typos” to “help me communicate,” and the brand voice — the “approachable expert,” friendly and never scolding — is tuned for that shift. The 2024 refresh, with its firmer wordmark, was partly about looking credible to enterprise buyers rather than only to students. It’s worth clearing up a common mix-up: in 2025 Grammarly’s parent company rebranded as “Superhuman” (after acquiring the Superhuman email app and Coda), a corporate identity handled by studio Smith & Diction — but the Grammarly product, and its green, live on. Don’t attribute the 2024 Grammarly logo to that later, separate project.

The takeaway for designers is how much mileage a brand can get from one honest metaphor. Grammarly didn’t need a loud logo or a complex palette; it needed to own the emotional colour of feedback. Make being corrected feel like being helped, paint it green, and you have an identity people invite into their most private writing.

Keep Grammarly’s identity on hand — save it to a board in the Made Good inspiration library.