GitBook is a documentation and knowledge management platform, not an educational institution. The company was founded in 2014 and is headquartered in Lyon, France [1]. Its visual identity has undergone two significant redesigns since launch, most recently in 2025.
Design and History
GitBook’s original brand used blue, which the company has confirmed was in use since its first release in 2014 [2]. The first major rebrand was completed in late 2023, led by marketing design lead David Hughes and designer Sebastian Graz [3]. The pair created more than 60 logo concepts, ranging from cute dogs and robots to abstract shapes and evolutions of the previous book icon. The chosen direction was a book forming a G shape, which had nine variants before Hughes refined a single concept into the final mark [3].
That 2023 redesign also introduced teal as the primary brand color, described as an evolution of the earlier GitBook blue, and switched the typeface from Inter to ABC Favorit [3]. The new logo was designed to be drawn with a single line, allowing it to be animated as a loading indicator in the app [3].
In 2025, GitBook launched another rebrand alongside its GitBook Agent product. The company stated that its previous identity, built on colorful gradients and dark backgrounds, had become noisy and lacked a single coherent perspective [2]. The new identity stripped back gradients and visual noise in favor of a calmer, more focused canvas [2].
Meaning and Symbolism
The 2025 logo features a 3D ribbon, which GitBook describes as a visual metaphor for documentation as a living thread of knowledge pulled forward as teams build. The company states the ribbon is continuous, non-linear, and always in motion, reflecting how documentation today is shaped by multiple inputs and evolves over time [2]. GitBook explicitly notes the 3D treatment was not a styling choice but a reflection of how the company believes documentation works [2].
Typography and Design
The 2025 rebrand replaced ABC Favorit with General Sans, a typeface GitBook chose for being rational, structured, and warm, while supporting a minimal foundation [2]. The primary brand color shifted from teal to orange, which GitBook selected because it behaves like a signal against a calm, minimal system. The company deliberately kept everything else subdued to create focus and clarity [2].
GitBook’s official brand guidelines require the logo to be used in brand colors, scaled uniformly, kept legible, and not skewed or rotated [4]. The brand asset pack includes dark and light versions of the logo and wordmark for use on different backgrounds [5].
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