Modernized Brand Identity in UI
Note
The issue description is in an early draft state and will evolve following deep-dive sessions with Manav and Valerie.
We’re designing a refreshed visual language that brings our brand personality into the product experience while building systematic foundations for rapid updates. The key unlock: templates for product pages that cascade changes instantly instead of requiring updates to hundreds of files. Combined with design tokens and animation principles, we’ll have a visual system that’s timeless yet flexible–able to evolve quickly without leaving any part of the product behind.
Imagine this: A prospective customer opens GitLab for the first time after evaluating three competitors. The interface feels distinctly modern--sophisticated use of color, thoughtful motion, and refined typography that signals "enterprise-grade" without feeling corporate. Every interaction has a subtle polish: buttons respond with micro-animations, data visualizations are beautiful and functional, and even error states feel carefully crafted. They think, "This feels like the future of DevOps." Six months later, when we need to refresh for a major launch, we update our design tokens and templates--the entire product transforms "overnight," including those 300+ pages that would have taken months to update manually.
Why this matters: Visual sophistication influences perception of product quality and builds confidence in our platform’s capabilities. GitLab should look as advanced as the technology we deliver.