# PrinciplesThese are the guiding principles that we should strive for to establish a solid foundation for the GitLab experience.## Professional and productiveGitLab is a tool to support what people do, day in, day out. We need to respect the importance of their work, and avoid gimicky details.## Minimal and efficientWhile work can get complicated, GitLab is about bringing a sharp focus, helping our customers know what matters now.## Immediately recognizableWhen you look at any screen, you should know immediately that it is GitLab. Our personality is strong and consistent across product and marketing experiences.## Human and quirkyWe need to build empathy with our users, understanding their state of mind, and connect with them at a human level. Quirkiness is part of our DNA, and we should embrace it in the right moments and contexts.