Brand voice

GitLab’s brand voice represents and expresses who we are as a brand. It is a core part of our brand identity, informed by our brand personality. Our brand voice should come through clearly and consistently in everything we do, from our communications to our designs.

We have three key personality traits that bring our brand to life in both our messaging and designs:

Graphic of the three personality traits: visionary, empathetic, and intentional
GitLab brand personality traits

1. Visionary

We are confident, sophisticated technical experts and category creators. We are committed to enabling and empowering our customers and community. We embrace new challenges, energizing our customers to navigate their own journeys with confidence. We lead by example through continuous innovation and a bias for action. We believe we are most successful when everyone can contribute.

Example: We created the category.

2. Empathetic

We are thoughtful, collaborative, and considerate, as well as approachable and inclusive on a global scale. We are dedicated to understanding and supporting the diverse needs of our team and customers and crafting solutions to help them succeed.

Example: The GitLab Community; our mission enabling everyone to contribute

3. Intentional

We are purposeful, direct, and transparent. We communicate with clarity and focus to create a reliable experience for our customers.

Example: Our monthly release post

How our brand voice comes to life

These guidelines will help you incorporate the GitLab voice into your work while also allowing your individuality and creativity to shine through.

Tips for creating Visionary content

  • Share your expertise in a way that brings value.
  • Give clear examples and provide data where possible.
  • Ensure your recommendations are accurate, provable, and helpful for your audience.
We are...But we are not...
✅ Inspirational❌ Sensationalistic
✅ Technical experts❌ Inaccessible
✅ Sophisticated❌ Arrogant
✅ Innovative❌ Impractical

Examples:

Tips for creating Empathetic content

  • Meet readers where they are — don't assume they know the technology or topics you're covering.
  • Explain but don't patronize.
  • Be inclusive in your writing.
We are...But we are not...
✅ Collaborative❌ Deferential
✅ Approachable❌ Overeager
✅ Inclusive❌ Patronizing
✅ Thoughtful❌ Insensitive

Examples:

Tips for creating Intentional content

  • Give your audience the information they need.
  • Offer opportunities for readers to provide feedback.
  • Use plain language and be honest, even if it means sharing limitations.
We are...But we are not...
✅ Clear❌ Pushy
✅ Focused❌ Inflexible
✅ Reliable❌ Rigid
✅ Transparent❌ Reckless

Examples:

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