Factor A in use: Semrush

The reserved grotesque pulls out all the tricks up its sleeve

September 16, 2010

Semrush is an online marketing multitool. Apart from a post planner and advertising campaigns, it offers tools for audience analysis, keyword optimisation — and not only that. Semrush is a subscription-based service, available in English, Spanish, German, French, Italian, and Portuguese. According to them, some 30 % of Fortune 500 companies use Semrush.




Factor A by Ilya Naumov is used in the headlines of nearly all Semrush contents — on their promo website, in educational and reference materials. For smaller text blocks, they tend to use Inter.




Generally quiet and confident, Factor A can be both playful and eye-catching — thanks to its set of alternates. Those are actively used on Semrush social media and banners.

Factor A is a sans serif with italics and variable weight. Mostly geometric, yet visibly influenced by humanist typefaces such as Gill Sans. Large x-height and generous sidebearings make it usable in pretty much any size; the typeface is also equipped with a large choice of remarkable alternate glyphs to use for display purposes.