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+# Principles
+
+These are the guiding principles that we should strive for to establish a solid foundation for the GitLab experience.
+
+## Professional and productive
+GitLab 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 efficient
+While work can get complicated, GitLab is about bringing a sharp focus, helping our customers know what matters now.
+
+## Immediately recognizable
+When 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 quirky
+We 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.
+
+> TODO: Ensure these principles align well with the goals of the Marketing team