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.
Color Palette
Brand palette extracted from http://gitlab.com/.
Typography
Each font links to its Google Fonts page where available.
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.
Visual Assets
%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)
UI Components
Live previews rendered using GitLab's actual button styles.
Brand Personality
GitLab Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is GitLab's primary brand color?
GitLab's primary brand color is #7759C2. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does GitLab use?
GitLab uses #171321 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does GitLab use?
GitLab uses GitLab Sans as the primary typeface across body and headings.
Does GitLab use a light or dark theme?
GitLab's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find GitLab's logo?
GitLab's logo is available directly on their site (http://gitlab.com/). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from http://gitlab.com/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by GitLab.
Methodology
Brand data on this page was extracted from http://gitlab.com/ on using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by GitLab.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"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
}
}
}