Speed
Ship software faster: the outcome that matters most to software teams. Published
The system
Fixed, everywhere
- The tanuki, never altered and never a mascot
- White or Charcoal copy
- GitLab Sans, left-aligned, sentence case
- The orange-purple palette and its soft gradients
The one thing that varies
How much color and motion: from a white page with one purple link to a full freeform gradient, type repetitions and promptlings for AI stories. The guide sets no level; it limits by asset (one lockup, one radius, one stroke).
Source: design.gitlab.com/brand-design/colordesign.gitlab.com/brand-design/typographydesign.gitlab.com/brand-design/visual-design-promptlings
How loud each format gets
SilentError message
QuietProposal pageEmail
CalmLanding page
WarmDeckAd
LoudSocial post
Loudest
Our engine's setting, built from their rules.
Every piece passes two checks
Logo hidden
Cover the tanuki. It should still read as GitLab: white or Charcoal type in a tight Bold sans, a soft orange-purple gradient or purple field, and flat linework with one curved corner.
Swap test
Put another DevOps vendor's logo on it. If the orange-purple warmth, the code-line graphics and the plain, provable copy don't feel out of place, it's generic, and it goes back.
Strategy
The intelligent orchestration platform where teams and their AI agents ship secure software faster. Observed
Trust built in
Security, compliance and governance are part of the platform, not bolted on. Our reading
One platform
One application for the whole lifecycle instead of point solutions duct-taped together. Our reading
Everyone can contribute
Open source roots and a community that builds the product with GitLab. Our reading
Full spec
- For Published
- Development, security and operations teams across the software lifecycle, from startups to enterprises and the public sector (paraphrase of messaging and solution navigation).
- Problem Published
- Drag: handoffs between tools, gates between teams, security as an afterthought and compliance as a tax, which become catastrophic at agent speed (paraphrase).
- Promise Published
- Speed and control together: teams ship faster without trading away security (paraphrase of the tagline rationale and mission).
- Mission Published
- Unlock every team to ship trusted software at the speed of imagination.
Proof behind each pillar
- Speed. 177 consecutive monthly releases; a release on the 22nd of every month.
- Speed. 9th annual Global DevSecOps Survey: 3,266 DevSecOps professionals.
- Trust built in. 9th annual Global DevSecOps Survey: 3,266 DevSecOps professionals.
- One platform. Over 50 million estimated registered users (June 2026).
- Everyone can contribute. 5,500+ code contributors (numbers as of June 2026).
- Everyone can contribute. 177 consecutive monthly releases; a release on the 22nd of every month.
Story Observed
GitLab began in 2011 as an open source project with a single commit and has shipped a release every month since (on the 22nd). It was incorporated in 2014, joined Y Combinator and published its handbook in 2015, and listed on Nasdaq in 2021. In 2022 it redrew the tanuki around the DevOps infinity loop to mark its growth into a platform. Today it frames its job as removing the drag between an idea and a customer, for teams of people and AI agents.
Values
Collaboration
First letter of CREDIT, GitLab's six core values (paraphrase).
PublishedResults for Customers
Results for customers come first (paraphrase).
PublishedEfficiency
Efficiency, with a stated preference for boring solutions (paraphrase).
PublishedDiversity, Inclusion & Belonging
People from every background can thrive and contribute (paraphrase).
PublishedIteration
Do the smallest thing possible, get feedback quickly; the guide's type repetitions and open icons express it (paraphrase).
PublishedTransparency
Work in the open; the public handbook and monthly release post (paraphrase).
PublishedCategory. The most comprehensive AI-driven DevSecOps platform (guide); intelligent orchestration platform (homepage) Published
Why them
- One platform for the whole lifecycle, built in rather than stitched from point solutions. Published
- Context as the moat: a connected data model across planning, code, review, security, deploy and operations. Published
- Governance and security in the core of the platform. Published
- Open source origin, a monthly release since 2011, and 5,500+ code contributors. Observed
- Cloud and model choice belong to the customer. Published
Instead of
DIY toolchains of DevOps point solutions 'digitally duct taped together'.Multi-app suites that can also call themselves 'integrated' (the messaging page names Atlassian as the example).
Boilerplate Observed
GitLab is the intelligent orchestration platform where teams and their AI agents ship secure software faster. It began in 2011 as an open source project to help one team of programmers collaborate, and millions now use it to deliver software faster and more efficiently while strengthening security and compliance.
Taglines
Software. Faster. Published
Speed with control for agentic software engineering Observed
Everyone can contribute Published
They never claim
- Don't claim 'first' or 'only'. Published
- Say 'single application' or 'built in', not 'integrated'. Published
- Keep recommendations accurate, provable and helpful; give data where possible. Published
- Be honest, even when that means sharing limitations. Published
- Third parties may use the GitLab name only truthfully, with the TM symbol and proprietorship statement; logo use is generally refused. Published
- The product-marketing messaging page still says 'The DevOps platform'; current pages say intelligent orchestration platform. Use the current line. Observed
The guide's one line is the tagline "Software. Faster.": the period makes a pause between what teams build and the advantage GitLab gives. The handbook adds the mission (ship trusted software at the speed of imagination), a messaging page with value-proposition lengths, and words to avoid.
Source: design.gitlab.com/brand-logo/branded-lockupshandbook.gitlab.com/handbook/marketing/product-and-technical-marketing/product-and-solution-marketing/messaginghandbook.gitlab.com/handbook/company/mission
Personality and voice
Visionarybut not SensationalisticPublished
Technical expertsbut not InaccessiblePublished
Sophisticatedbut not ArrogantPublished
Empatheticbut not PatronizingPublished
Approachablebut not OvereagerPublished
Intentionalbut not PushyPublished
Transparentbut not RecklessPublished
GitLab Duo features do not use your content to train models.
The first and only AI platform you'll ever need.
Pairing each trait with the excess it must avoid keeps confident expertise from tipping into arrogance or hype.
Full spec
- Sentence case headlines
- Always capitalize the first word after a colon in a title
- Use contractions
- Active voice where possible
- Serial (Oxford) comma by default
- American spelling
- AP Stylebook for anything not covered; GitLab's guide wins on conflict
- Spell out acronyms at first use with the short form in parentheses
- External dates spelled out: November 16, 2023; ISO 2023-11-16 for internal content; no st/nd/rd/th
- 12-hour clock, lowercase a.m./p.m. with a space; event time zone in full; UTC for virtual events
- Spell out zero to nine, numerals from 10; numeral at the start of a headline (5 ways...); commas in 4+ digit numbers; avoid k/M except in tight badges
- Use % not percent, unless the number is spelled out
- Currency as NUMBER ISO-CODE: 10 USD
- No ampersand for 'and' in body copy; sparingly in tight display-ad headlines
- Em dash with a space on each side; en dash for numeric ranges with no spaces
- Job titles lowercase in sentences; capitalized when standalone (lower thirds, name tags, pull-quote attributions)
- Engineering team, Security department: capitalize the function, not the word after
- Gender-neutral they/them unless referring to a specific person
- Interview quotes in present tense (says, explains)
- Hard to prove, so they lack credibility; partners forbid them in joint marketing
- Say “single application / built in / built from the ground up”, not “integrated”
- Don't reinforce Git or Git-only SCM when talking about the company; message the platform and multiple stages
- Ad and blog headlines may experiment beyond official messaging as long as they stay truthful and authentic
VisionaryEmpatheticIntentional
Three traits, each with a published is/is-not table: Visionary (inspirational, not sensationalistic), Empathetic (approachable, not overeager) and Intentional (clear, not pushy). Style follows AP with GitLab overrides: sentence case, serial comma, contractions, American English.
- Give clear examples and data; keep recommendations provable
- Meet readers where they are; explain but don't patronize
- Use plain language and be honest, even about limitations
- Sentence case for headlines, titles and subheads
- Active voice, contractions, serial comma, American English
- Confident technical experts and category creators, never arrogant or sensationalistic.
- Meet readers where they are; explain without patronizing.
- Purposeful, direct and transparent: plain language, honest even about limitations.
- Contractions to sound human and less formal.
- The tagline's directness is the voice in miniature: say the outcome, skip the complexity.
- Banned words and prefer-rules govern GitLab's own copy. Verbatim customer quotes (the quote carousel) are exempt and are never reworded.
Never
firstonlyintegratedGitlab (lowercase l)his/her
Source: design.gitlab.com/brand-messaging/brand-voicehandbook.gitlab.com/handbook/marketing/brand-experience/content-style-guide
- Don’t sensationalize
- Don’t assume the reader knows the technology
- Don’t be pushy
- Don’t use his/her (use they)
| Traits | Visionary, Empathetic, Intentional |
|---|---|
| Case | sentence case; capitalize after a colon in titles |
| Commas | serial (Oxford) |
| Spelling | American English |
| Dates | November 16, 2023 (external), 2023-11-16 (internal) |
| Time | 6:00 a.m., UTC for virtual events |
Source: design.gitlab.com/brand-messaging/brand-voicedesign.gitlab.com/brand-messaging/style-formattinghandbook.gitlab.com/handbook/marketing/brand-experience/content-style-guide
Logo
Official files from GitLab's press kit (about.gitlab.com/images/press/gitlab-logo-NNN-rgb.svg): 100 core full color, 200 core with white wordmark, 300 one-color Charcoal, 400 one-color white, 500 tanuki full color, 600 tanuki Charcoal, 700 tanuki white. GITLAB is a trademark of GitLab Inc. Shown for reference; GitLab's trademark guidelines generally refuse logo use by others. Not affiliated.
GitLab
GitLab
Putting DevOps inside the mark lets the logo carry the product story, and a single unaltered tanuki builds recognition.
Full spec
- Clear space: x on all sides, where x is the height of the wordmark's lowercase a
- Minimum size 20px digital, 0.4 in (11mm) print; no more than 20% of the frame height
- Full color by default; white or Charcoal one-color when single-color or brand is established
- Tanuki alone may also be Orange 02p, Purple 01p or Purple 02p, occasionally (e.g. orange favicon)
- Left-aligned corner placement by default; centered only when the logo is the focus (video end slates); right only case by case
- Co-brand: logos equal in size, a Gray 03 divider as tall as the GitLab logo
- Partner lockup: max twice the core logo's height, in a corner parallel or perpendicular to it
- Don’t apply a stroke, outline or keyline
- Don’t recolor any part
- Don’t rearrange, rotate, flip or distort
- Don’t add drop shadows or effects
- Don’t use it as a frame for imagery
- Don’t use it in a line of text
- Don’t create tanuki mascots
- Don’t use the wordmark without the tanuki
| Clear space | x = height of the lowercase a |
|---|---|
| Minimum | 20px digital; 0.4 in / 11mm print |
| Max | 20% of frame height (scaled from 1080px) |
| Variations | full color; white; Charcoal; tanuki also Orange 02p, Purple 01p, Purple 02p |
| Placement | left corner by default |
The core logo is the full-color tanuki logomark beside the GitLab wordmark, horizontal. The tanuki, redrawn in 2022 around the DevOps infinity loop, can stand alone once the core logo has given context; the wordmark never stands alone. Placement defaults to a left corner, top or bottom.
Source: design.gitlab.com/brand-logo/core-logodesign.gitlab.com/brand-logo/logomarkdesign.gitlab.com/brand-logo/branded-lockupsabout.gitlab.com/press/press-kithandbook.gitlab.com/handbook/marketing/brand-experience/brand-creative
Color
Learn more
Learn more about GitLab Duo
Software. Faster.
Software. Faster.
Keeping words black or white lets the warm tanuki oranges and the purple carry identity in graphics without hurting legibility.
Full spec
- Backgrounds: gradients, or solid white, Charcoal or purple
- Headlines, body, CTAs and buttons in white or Charcoal only
- Links: Purple 01p on dark, Purple 02p on light
- Teals mean positive; pink is reserved for gradients; grays set hierarchy
- Text contrast 4.5:1 preferred, 3:1 for large text (WCAG 2.1 AA)
- Approved pairs: Charcoal on Orange 01p, Orange 02p, Purple 01p, Purple 01s, Teals, White, Orange 01s; white on Orange 03p, Charcoal, Purple 02p, 02s, 03s, 04s
- Simple gradients: one color family, one or two tones apart, linear
- AI gradient (Orange 01p to Purple 01p) only for AI and GitLab Duo content
- Complex gradients: max 3 colors plus base, soft (often under 30% opacity), Purple or Orange always in, no Charcoal or gray
- Don’t set sentences or large copy in any color but white or Charcoal
- Don’t put Charcoal or gray in a background gradient
- Don’t use the promptling 'a' swatches anywhere but promptlings
| Default gradient | Orange 02p + Purple 01p + Pink 01g on white |
|---|---|
| Dark base | Purple 04s #232150 |
| Contrast | 4.5:1 text, 3:1 large text |
Primary: White, Charcoal, three tanuki oranges and two purples (Purple 01p is the signature). Secondary adds tints, deep purples, teals and cool grays. Gradient-only pinks and a vermillion feed complex backgrounds. Copy is only ever white or Charcoal; color lives in gradients, graphics, links and small data points.
Not published: color proportions or ratios; a muted text color or a surface color.
Source: design.gitlab.com/brand-design/colordesign.gitlab.com/brand-design/visual-design-promptlings
Typography
Software. Faster.
Remediating vulnerabilities with GitLab's security insights and AI
Remediating Vulnerabilities with GitLab's Security Insights and AI
Tight, heavy headlines read as confident and technical; Mono quietly points back to code without becoming a second voice.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| GitLab Sans | Everything: headlines Bold (105% leading, -4.5% tracking), subheads Regular (110%, -2%), body Regular (135%, 0), CTAs SemiBold | Open (SIL OFL 1.1). GitLab's own face derived from Inter (copyright The Inter Project Authors, portions GitLab B.V. 2022); free download, npm @gitlab/fonts 1.3.1 | Inter The real face ships with this book (fonts folder) and builders should load it. The public shelf can only name families in its library; Inter is GitLab Sans's open parent and the guide's own named substitute where GitLab Sans isn't available. |
| GitLab Sans | Body Regular 400, 135% leading, 0 tracking; Bold and Regular are the main weights | Open (SIL OFL 1.1), npm @gitlab/fonts 1.3.1 | Inter Same as display: Inter is the open parent and the guide's named fallback. |
| GitLab Mono | Sparingly, Regular only: labels, code snippets, callouts, select taglines, numerical stats; never inside a GitLab Sans paragraph | Open (SIL OFL 1.1). Derived from JetBrains Mono; npm @gitlab/fonts 1.3.1 | JetBrains Mono JetBrains Mono is GitLab Mono's open parent and the nearest family on the public shelf; load the real GitLab Mono file when building. |
- Headlines: Sans Bold, 105% leading, -45 tracking (-4.5%)
- Subheads and intro/outro paragraphs: Sans Regular, 110% leading, -20 tracking (-2%), optical kerning
- Body: Sans Regular, 135% leading, 0 tracking, auto kerning
- CTAs and buttons: Sans SemiBold
- Left-align all copy; sentence case; ligatures on; hyphenation off
- One size per block of copy; solid fills except in motion graphics
- Mono: Regular only, short elements; stats in infographics can be enlarged in Mono
- Where GitLab Sans isn't available (e.g. Google apps), use Inter
- Don’t justify, center or right-align copy
- Don’t set all caps
- Don’t use GitLab Mono for long text or inside a Sans paragraph
- Don’t outline text outside motion graphics
| Headline | Bold 700, 1.05, -0.045em |
|---|---|
| Subhead | Regular 400, 1.10, -0.02em |
| Body | Regular 400, 1.35, 0 |
| Button | SemiBold 600 |
| Mono | Regular 400 only |
| Video lower third | Inter SemiBold 60px name / Regular 40px title |
One family does everything: GitLab Sans, a tall-x-height derivative of Inter, mostly in Bold and Regular, SemiBold for buttons. GitLab Mono, from JetBrains Mono, appears sparingly for labels, stats and code. Copy is left-aligned in sentence case, and a stacked 'type repetition' marks emphasis.
Source: design.gitlab.com/brand-design/typographydesign.gitlab.com/brand-design/visual-design-diagrams-infographicsdesign.gitlab.com/brand-design/motion
Graphic elements
Software. Faster.
Software. Faster.
Soft freeform gradient ground · backgrounds of core brand assets (hero banners, slides, social); the guide's own intro banner is one
Software. Faster.
Software. Faster.
The AI gradient · content about AI and GitLab Duo, and the stroke around the horizontal tagline lockup
Iterate
Iterate
Type repetitions · moments of emphasis: one word or a short phrase in a hero, a slide, a video
A container with one soft corner
Every corner fully rounded
One curved corner · containers for copy or images, photo crops, icons and illustration shapes
Specimens use sample copy, not GitLab’s.
Every shape points back to the product, so even an abstract layout reads as software delivery.
Full spec
- Front-facing, no 3D depth or shadows; reduce detail as graphics scale down
- One stroke weight and one corner radius per asset; capped line ends
- Graphics move left to right for forward motion
- Foundational shapes: corner radius about 10-20% of a side
- Curved containers: one bottom-right curve at 25-30% of width, or 5-10% on all corners
- Labels: full pill, 3 words or fewer, optional icon; never a CTA
- Code lines: left-aligned with indents and varied lengths; don't mix bar and stroke styles
- DevOps loop: top overlaps bottom; pipelines curve at corners and may end in a node
- Don’t use a label as a button
- Don’t mix rounded-bar and stroke code lines
- Don’t add shadows or 3D
| Shape radius | 10-20% of a side |
|---|---|
| One curved corner | 25-30% of width |
| All corners | 5-10% |
| Label | pill, max 3 words |
A kit of product-derived graphics: foundational shapes cut from the tanuki's geometry, the DevOps loop, pill labels, code lines, curved containers, pipelines with nodes, and commit and plus symbols as accents. Everything is flat and front-facing, with one stroke weight and one corner radius per asset, moving left to right.
Source: design.gitlab.com/brand-design/visual-design-core-elements
Iconography
Marketing icons are open linework on an 8px grid in two sizes, 24px with a 1px stroke and 96px with a 2px stroke, each with one rounded corner and deliberate line breaks.
Full spec
Marketing icons are open linework on an 8px grid in two sizes, 24px with a 1px stroke and 96px with a 2px stroke, each with one rounded corner and deliberate line breaks. A software development lifecycle set covers each stage. Product UI uses a separate icon set.
- 24px: 1px stroke, 3px corner radius, 3px line breaks
- 96px: 2px stroke, 12px corner radius, 7px line breaks
- White or Charcoal linework by default
- Leave line breaks so no icon is fully enclosed
- In diagrams, icons sit in a circle with 25% padding
- Larger than an icon? Use an illustration
- Don’t use marketing icons inside the product UI
- Don’t close every shape
- Don’t fill icons solid as the default
| Grid | 8px |
|---|---|
| Sizes | 24px / 96px |
| Stroke | 1px / 2px |
| Radius | 3px / 12px |
| Breaks | 3px / 7px |
| Caps, joins | butt caps, miter joins |
Source: design.gitlab.com/brand-design/visual-design-brand-icons-and-patternsdesign.gitlab.com/brand-design/visual-design-diagrams-infographics
Illustration
Building illustration out of icons and code lines keeps storytelling tied to the product rather than to characters.
Full spec
- Single stroke weight: about 2px digital, 15px large print
- Corners mix angles and curves: 25-30% single curve, 5-10% all corners
- A container shape can ground the scene; the illustration breaks out of it
- Always pair with copy
- Promptlings: base gradient light to dark, left to right; the inner cube is always orange
- Diagrams: icons in circles with 25% padding; lines break before touching an icon
- Don’t create tanuki mascots
- Don’t use promptling swatches outside promptlings
- Don’t clutter diagrams
| Stroke | 2px digital, 15px large print |
|---|---|
| Grounds | White or Purple 04s |
| Promptlings | 6 colors, 4 expressions, 6 poses |
Illustrations extend the icon system: thin linework from code lines, solid shapes for weight, dashed lines for iteration, and color from the palette, on white or Purple 04s. Promptlings, colorful cubes with a glowing orange core, stand for GitLab Duo's AI agents. Diagrams and infographics use the same parts with lots of negative space.
Source: design.gitlab.com/brand-design/visual-design-brand-illustrationsdesign.gitlab.com/brand-design/visual-design-diagrams-infographicsdesign.gitlab.com/brand-design/visual-design-promptlings
Photography
Real people, objects and landscapes, authentic and positive.
Full spec
Real people, objects and landscapes, authentic and positive. Three subjects: heroic customer portraits (eye level, neutral ground, soft light), top-down metaphors (texture, pattern, paths), and top-down or over-the-shoulder collaboration. Photos can carry light graphic overlays, white or Charcoal text, or contained and masked crops.
- Diverse backgrounds, ages, body types, races and genders
- Brand colors in or around the photo; Brand Design can tint
- Portraits: eye level, neutral background, soft natural light, shallow depth of field
- Text overlays: white or Charcoal on the least detailed area; never with graphic overlays on one image
- Contained crops: circles or curved containers for headshots
- AI-generated images need Brand approval and must follow these rules
- Don’t heavily edited or unnatural hues
- Don’t visual inaccuracies
- Don’t cinematic or fantasy looks
- Don’t staged, 'acting' scenes
- Don’t irrelevant ways of working
| Portraits | eye level, neutral ground, soft light |
|---|---|
| Metaphors | top-down, texture or paths |
| Collaboration | top-down or over the shoulder |
| Overlays | graphics or text, not both |
Source: design.gitlab.com/brand-design/photographyhandbook.gitlab.com/handbook/marketing/brand-experience/brand-creative
Motion
Standard ease in and out: logo stroke reveal, type-repetition slides, most layer reveals. Values are the guide's Flow (After Effects) plugin input
Overshoot and snap back for expressive moments. Flow plugin input
Sleek and clean, lots of negative space, frames split into rows and columns.
Full spec
Sleek and clean, lots of negative space, frames split into rows and columns. Two published eases (Interactive and Expressive), stroke reveals for lines and the logo, snap edits and subtle drifts for type, slowly evolving blurred gradients, and the DevOps loop as the only transition mask.
- Interactive ease: 0.70, 0.00, 0.30, 1.00; Expressive: 0.30, 0.80, 0.70, 1.20 (Flow plugin)
- Icons reveal in 0.65s
- Logo: trace (stroke) reveal on the Interactive ease only
- Drifts: 2-5% scale or position; use snap edits instead of big zooms
- Lower thirds: fade in 1s, hold 4-5s, fade out 1s; white on dark, Charcoal on light
- Gradient backgrounds: 3-5 colors, desaturated, subtle turbulence
- Transitions: straight cuts or the DevOps loop; never the tanuki as a mask
- Don’t fade, slide in or scale the logo to reveal it
- Don’t move diagonally
- Don’t overuse gradient motion
| Interactive | cubic-bezier(0.70, 0, 0.30, 1) |
|---|---|
| Expressive | cubic-bezier(0.30, 0.80, 0.70, 1.20) |
| Icons | 0.65s |
| Lower thirds | 1s in, 4-5s hold, 1s out |
Interface & layout
The page, band by band
Announcement bar
Logo marquee
Numbered cards
Industry stat grid
Quote carousel
Resources row
Closing CTA
Buttons
Full spec
The guide publishes composition principles, not a grid: generous negative space, logo in a left corner, copy left-aligned, graphics flowing left to right, gradients behind and one emphasis device (type repetition or tagline lockup) per asset. Web page measurements come from the homepage step.
Measured from design.gitlab.com/brand-introduction's GitLab's public brand guide (design.gitlab.com, read from its Markdown source in gitlab-org/gitlab-services/design.gitlab.com, branch main) and its embedded images, plus handbook brand pages, fetched 2026-10-29.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 165px | 16px |
| Section padding | 96px | 64px |
| Hero text width | max 1111px, centered | full width |
| Card gap | 24px | 24px |
| Navigation | 69px | 69px |
Type, at size
Hero H1 / closing H2
GitLab Sans · 96px (phone 48) · line 1.04 · tracking -2.88px · weight 660
Section H2 / quote headline
GitLab Sans · 64px (phone 48) · line 1.0625 · tracking -1.92px · weight 660
Feature card title
GitLab Sans · 32px · line 1.125 · tracking -0.64px · weight 580
Card title / resource title
GitLab Sans · 24px (phone 22) · line 1.167 · tracking -0.48px · weight 580
Lead paragraph
GitLab Sans · 24px (phone 22) · line 1.33 · tracking -0.48px · weight 400
Body large / Flex body
GitLab Sans · 18px · line 1.44 · weight 400
Hero card title / footer heading
GitLab Sans · 18px · line 1.556 · weight 660
Button label
GitLab Sans · 18px · line 1.25 · weight 660
Body
GitLab Sans · 16px · line 1.5 · weight 400
Small body / card text
GitLab Sans · 14px · line 1.571 · weight 400
Stat number
GitLab Sans · 64px (phone 48) · line 1.2 · tracking -1.92px · weight 500
Ordinal
GitLab Sans · 32px · line 1.2 · weight 400
Industry label
GitLab Sans · 16px · line 1.5 · weight 700
Section eyebrow
GitLab Sans · 14px · line 1.714 · weight 400
Hero card eyebrow
GitLab Sans · 12px · line 1.5 · weight 400
Vertical rail
GitLab Sans · 11px · line 1.5 · tracking 2.42px · weight 400
- Motion
- Interactive ease cubic-bezier(0.70, 0, 0.30, 1) for reveals, Expressive cubic-bezier(0.30, 0.80, 0.70, 1.20) overshoot; icons 0.65s; graphics move left to right, never diagonally
- Buttons
- rounded
Page anatomy
How GitLab’s own landing pages are built, observed on about.gitlab.com, 2026-10-29. The full measurements are in spec.md.
- Navigation
- Desktop: transparent dark bar floating over the hero (hero is pulled up under it by -68px): tanuki at left, six menu items, then search, Request a demo, Get free trial, Sign in, language globe at right. Phone: white bar with a small Get free trial button left, tanuki centred, hamburger right.
- Hero
- Dark Charcoal hero with a faint dotted noise field, three-column vertical hairline grid, a two-line 96px white headline across all three columns, a one-column lead and a full-column gradient-glass CTA bar in column 1, and two translucent floating cards stepped down columns 2 and 3; a vertical BUILD WITH GITLAB rail at the left edge; a dark logo marquee closes it.
- Feature cards: Ship faster. Stay in control.
- Light section of product cards: a 64px H2 at left, two half-width cards, one full-width card, then a dark GitLab Flex banner; grey pixel-stair shapes step in from the edges behind the cards.
- One control plane (numbered cards)
- Charcoal band: 64px white H2 and grey lead at left, a wireframe globe drawn in thin grey lines at the top right, three outlined numbered cards in a row, then a mono eyebrow with a white button.
- Built to meet your industry's demands (industry stat grid)
- Charcoal band with a centred 64px H2 and lead, then a 3-column hairline grid where six translucent stat cards sit in a staggered checkerboard over faint pixel-stair shapes.
- Customer quote carousel
- Charcoal band with a large 64px quote headline led by a gradient "//", a grey support quote and an attribution block with the customer logo at right; a 1 / 6 counter and two round arrow buttons sit top right.
- Latest from GitLab (resources row)
- Full-bleed three-column row of text-only resource links on Charcoal, divided by 1px #45424D rules, each with a tiny gradient square eyebrow.
- Closing CTA: Own what's next
- White band, centred mono eyebrow, a 96px Charcoal headline and two buttons, with the product UI art rising out of a full-width gradient pixel strip at the bottom edge that runs straight into the footer.
- Footer
- Charcoal footer: white GitLab logo with ® at left, five link columns, then social icons over a white hairline and two legal lines.
Source: design.gitlab.com/brand-logo/core-logodesign.gitlab.com/brand-design/motiondesign.gitlab.com/brand-design/visual-design-diagrams-infographics
In use
The 2022 logo and look: DevOps at the center of GitLab · 2022
The product story lives inside the mark, so the logo itself argues 'one platform for the whole loop'. Our reading
Software. Faster. tagline lockup
Two words and a period make the pause the guide describes: what you build, then the advantage. Our reading
Global DevSecOps Survey and Report (9th annual) · 2026
Visionary through data: the guide asks for provable claims, and the survey supplies them every year. Our reading
Full spec
How our engine applies GitLab's system to each format. This is our recipe built from their rules, not something GitLab publishes. Level = how much color and gradient the format carries (0 plain, 5 full gradient and promptlings).
- The 2022 logo and look: DevOps at the center of GitLab. Announced April 27, 2022 by co-founder Sid Sijbrandij alongside the 'One DevOps Platform' message: the tanuki was redrawn to sit at the center of the DevOps infinity loop. Framed as an iteration, not a step change, in line with GitLab's values. Since then the tanuki is never customized. about.gitlab.com/blog/devops-is-at-the-center-of-gitlab
- Software. Faster. tagline lockup. The core promise set as a lockup with the core logo, stacked or horizontal; the horizontal version sits in a box stroked with the AI gradient to say AI runs through the product. The guide maps the tagline to all three traits. design.gitlab.com/brand-logo/branded-lockups
- Global DevSecOps Survey and Report (9th annual). Annual survey, this year of 3,266 DevSecOps professionals, on how AI will redefine DevSecOps in 2026 and beyond. The guide cites the survey page as an example of Visionary content. about.gitlab.com/developer-survey
| Format | What they did | Source |
|---|---|---|
| certification badges | GitLab certification badges (Associate, Specialist, Professional) as small dark and purple tiles with a curved bottom-right corner. | design.gitlab.com/brand-design/visual-design-core-elements |
| social / speaker card | Purple 03s card: core logo top left, Mono date label, Bold white headline, portrait in a one-curved-corner container, name in a light purple and title in Mono. | design.gitlab.com/brand-design/visual-design-core-elements |
| web page | White page with tanuki top left, Charcoal 'Get free trial' button, Bold sentence-case headline, Charcoal CTA plus a text link with arrow, and an illustration of labels, code lines and a gradient shield. | design.gitlab.com/brand-design/visual-design-core-elements |
| video | Lower thirds in white on dark (Inter SemiBold 60px name, Regular 40px title), DevOps-loop transitions, trace logo reveals. | design.gitlab.com/brand-design/motion |
| diagrams and infographics | Product diagrams on light or dark grounds with circled icons; long vertical infographics with GitLab header and CTA footer. | design.gitlab.com/brand-design/visual-design-diagrams-infographics |
| partner collateral | Partner lockup in purple gradients with the partner logo below, plus co-branded lockups for approved partnerships and events. | design.gitlab.com/brand-logo/branded-lockups |
| self-serve templates | Branded Canva templates for digital ads and promotional assets, with Brand review before use. | handbook.gitlab.com/handbook/marketing/brand-experience/brand-creative |
| events and swag | Booths, signage, event social posts and merch go through Brand Design issue templates; one-color logos for swag; the Team Expressions Tanuki Tabs (2024) let groups express themselves without altering the logo. | handbook.gitlab.com/handbook/marketing/brand-experience/brand-creative |
| AI marketing | Promptlings shown free-floating or in stacked grids with emote icons to depict GitLab Duo agents planning, coding and analyzing. | design.gitlab.com/brand-design/visual-design-promptlings |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Build it the way about.gitlab.com is built (kit.spec.page, homepage voice): Charcoal #171321 hero with the dot field, 3-column hairline grid and two glass cards; 96px GitLab Sans 660 sentence-case headline; one gradient-glass CTA bar; white monochrome logo marquee; light card section, dark bands, white closing CTA; tanuki top left; copy only white, Charcoal or the measured greys; 4px-radius buttons, square cards | which sections and how many cards; the guide's lighter default (white page, Charcoal or white SemiBold buttons, purple links, soft orange-purple-pink gradient behind the hero) for pages that are not homepage-style | |
| Deck | Logo in a left corner, Bold sentence-case headlines, white or Purple 04s grounds, one stroke weight and radius throughout | type repetitions on the opening slide; masked-crop photos | |
| Proposal page | White ground, Charcoal copy, provable numbers only, Charcoal CTA | one curved-corner container for the buyer's logo or photo | |
| Ad | Core logo left corner, white or Charcoal headline, tagline lockup unless the headline says it | AI gradient if the ad is about AI | |
| Social post | Gradient or Purple 03s/04s ground, white Bold headline, Mono label | promptlings for AI topics, portraits in curved containers | |
| White, Charcoal type, one Charcoal button, purple links | a small gradient header | ||
| Error message | Plain language, Charcoal on white, honest about the limitation | none |
Ads
VirtualGoogle, LinkedIn · May – Nov 2026
Epic munichLinkedIn · Oct – Nov 2026
Webcasts nov5 gitlab omdia emea amerLinkedIn · Oct – Nov 2026
Webcasts nov17 rebuilding git scm emea amerLinkedIn · Nov 2026- Campaign walk: GitLab Epic: Executive Edition in Munichad → landing page → Gated content
- Campaign walk: GitLab Transcendad → landing page → Free trial
- Campaign walk: Rebuilding the Git Backendad → landing page → Gated content
- Campaign walk: Beyond the Merge Requestad → landing page → Gated content
Rules
Do
- Copy is white or Charcoal; color goes to graphics, gradients and links
- GitLab Sans Bold headlines, left-aligned, sentence case
- Full-color core logo, left corner, clear space of one lowercase a
- One stroke weight and one corner radius per asset
- AI gradient only for AI content
Don’t
- recolor, outline or alter the tanuki
- create tanuki mascots
- center, justify or all-caps copy
- use Charcoal or gray in background gradients
- claim 'first' or 'only'
Source: design.gitlab.com/brand-design/colordesign.gitlab.com/brand-design/typographydesign.gitlab.com/brand-logo/core-logodesign.gitlab.com/brand-logo/logomarkhandbook.gitlab.com/handbook/marketing/product-and-technical-marketing/product-and-solution-marketing/messaging
Steal this kit
Your name and logo, GitLab’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What GitLab doesn’t publish
- Color proportions or ratios: not published.
- A muted text color and a surface color: not published (Gray 03 and Orange 01s are our reading).
- A layout grid, margins and spacing scale: not published.
- A pixel type scale (sizes per role): not published; only leading, tracking and weights.
- Button radius, height and padding: not published (the typography image shows small-radius rectangles).
- Durations for the Interactive and Expressive eases: not published; only the curves and the 0.65s icon reveal.
- Print values disagree between pages: Orange 01p is PMS 143 C on Color but 141 C on Promptlings; Orange 02p is CMYK 0,60,80,5 on Color but 0,75,80,10 on Promptlings; Orange 01a lists Charcoal's PMS (433 C / 4280 U). Check with GitLab before print.
- The guide names the complex-gradient color 'Vermillion 01g' and the promptling one 'Vermilion 01a', same hex #D74026.
- Positioning wording varies: the guide says 'most comprehensive AI-driven DevSecOps platform', the product-marketing messaging page still says 'The DevOps platform', and about.gitlab.com says 'intelligent orchestration platform'.
- Headlines: none recorded here; the homepage anatomy step covers them.
- The tagline's launch date: not published.
- The design.gitlab.com site is behind a bot check; the guide was read from its Markdown source and images, not the rendered pages.
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-29. Not affiliated with GitLab.