Brand

Teams

• Brand design - Handbook

Brand Guidelines

See our brand guidelines handbook

For any questions you can reach us on Slack at #brand-activation

Welcome to the swag handbook

This page outlines everything you need to know about the swag program at GitLab. Whether you’re ordering swag for yourself or others, follow the processes below to get started.

Swag shop

✨ Browse the latest GitLab merch in our swag shop! ✨

If you’re buying something for yourself or a friend, you can order directly through the store.

📦 Don’t forget to use our team member shipping code at checkout (you can find it in the #swag Slack channel) for free shipping on behalf of the Brand Strategy team! 📦

The Brand Strategy team is responsible for accelerating GitLab’s path to market by creating awareness, trust, and affinity for the GitLab brand.

Meet the team

• Rebecca Clayman: Director of Brand Strategy - @rclayman
• Matthew Jordan: Senior Brand Manager - @jmatthewj
• Betsy Bula: Senior Brand Manager - @bbula

We’re part of the broader Brand and Product Marketing team at GitLab, and we’re close counterparts of the Brand Creative team. Looking for design-related resources? Check out the Brand Creative handbook.

The GitLab content style guide is for everyone who creates content on behalf of GitLab. It governs the way we write — including our voice, tone, vocabulary, grammar, punctuation, and formatting — and ensures consistency across all of our content.

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 values. Our brand voice should come through clearly and consistently in all of our communications.