These are the guiding principles that we should strive for to establish a solid foundation for the GitLab experience.

Professional and productive

GitLab is a tool to support what people do, day in, day out. We need to respect the importance of their work, and avoid gimicky details.

Minimal and efficient

While work can get complicated, GitLab is about bringing a sharp focus, helping our customers know what matters now.

Immediately recognizable

When you look at any screen, you should know immediately that it is GitLab. Our personality is strong and consistent across product and marketing experiences.

Human and quirky

We need to build empathy with our users, understanding their state of mind, and connect with them at a human level. Quirkiness is part of our DNA, and we should embrace it in the right moments and contexts.

TODO: Ensure these principles align well with the goals of the Marketing team