llms.txt

GitLab Brand Identity

A complete profile of GitLab's visual system — colors, typography, components, and personality.

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? Here’s how you can follow if you have permission to use the fonts:

  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 — 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 and copy out the matching @font-face declarations.

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
 }
}
}