gitlab.json

GitLab Brand Identity

A complete profile of GitLab's visual system — colors, typography, components, and personality — extracted from http://gitlab.com/. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #7759C2
Accent #171321
Body Font GitLab Sans
Heading Font GitLab Sans

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: software developers and IT professionals

GitLab Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

  1. Open the company's homepage in a browser with DevTools open.
  2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
  3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
  4. For each captured font URL: right-click → Save As to download the file locally.
  5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each src: url(...) to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for response events whose Content-Type starts with font/, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "GitLab Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#7759C2",
    "secondary": "#EEE7FD",
    "accent": "#171321",
    "background": "#FFFFFF",
    "textPrimary": "#171321",
    "link": "#1F1C2E"
  },
  "typography": {
    "fontFamilies": {
      "primary": "GitLab Sans",
      "heading": "GitLab Sans"
    },
    "fontStacks": {
      "heading": [
        "GitLab Sans",
        "sans-serif"
      ],
      "body": [
        "GitLab Sans",
        "sans-serif"
      ],
      "paragraph": [
        "GitLab Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "96px",
      "h2": "96px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#171321",
      "textColor": "#FFFFFF",
      "borderColor": "#171321",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#171321",
      "borderColor": "#171321",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20fill%3D%22none%22%20viewBox%3D%220%200%2032%2032%22%20class%3D%22slp-icon%20slp-icon%20slp-icon--size-lg%20slp-icon--color-color-text-300%22%20style%3D%22%22%20role%3D%22img%22%20aria-hidden%3D%22true%22%20data-icon-name%3D%22%22%20aria-id%3D%22tanukiHomeDesktop%22%20data-v-c3411281%3D%22%22%20data-v-4759e43c%3D%22%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23E24329%22%20d%3D%22M31.462%2012.779l-.045-.115-4.35-11.35a1.137%201.137%200%2000-.447-.541%201.163%201.163%200%2000-1.343.071c-.187.15-.322.356-.386.587l-2.94%209.001h-11.9l-2.941-9a1.138%201.138%200%2000-1.045-.84%201.153%201.153%200%2000-1.13.72L.579%2012.68l-.045.113a8.09%208.09%200%20002.68%209.34l.016.012.038.03%206.635%204.967%203.28%202.484%201.994%201.51a1.35%201.35%200%20001.627%200l1.994-1.51%203.282-2.484%206.673-4.997.018-.013a8.088%208.088%200%20002.69-9.352z%22%20style%3D%22fill%3A%20rgb(226%2C%2067%2C%2041)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FC6D26%22%20d%3D%22M31.462%2012.779l-.045-.115a14.748%2014.748%200%2000-5.856%202.634l-9.553%207.24A11225.6%2011225.6%200%200022.1%2027.14l6.673-4.997.019-.013a8.09%208.09%200%20002.67-9.352z%22%20style%3D%22fill%3A%20rgb(252%2C%20109%2C%2038)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FCA326%22%20d%3D%22M9.908%2027.14l3.275%202.485%201.994%201.51a1.35%201.35%200%20001.627%200l1.994-1.51%203.282-2.484s-2.835-2.14-6.092-4.603l-6.08%204.603z%22%20style%3D%22fill%3A%20rgb(252%2C%20163%2C%2038)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FC6D26%22%20d%3D%22M6.435%2015.305A14.712%2014.712%200%2000.58%2012.672l-.045.113a8.09%208.09%200%20002.68%209.347l.016.012.038.03%206.635%204.967%206.105-4.603-9.573-7.233z%22%20style%3D%22fill%3A%20rgb(252%2C%20109%2C%2038)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://about.gitlab.com/images/ico/favicon.ico",
    "ogImage": "https://res.cloudinary.com/about-gitlab-com/image/upload/v1758207578/whxaklh4tf6nonryosrs.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get your free trial",
      "reasoning": "Button #1 ('Get your free trial') is the primary CTA due to its action-oriented text and dark background color, which stands out as a strong call-to-action."
    },
    "secondary": {
      "index": 6,
      "text": "Meet GitLab Duo Agent Platform",
      "reasoning": "Button #6 ('Meet GitLab Duo Agent Platform') is chosen as secondary due to its outline style and lighter background, providing a contrast to the primary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "software developers and IT professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}