With the new year, we thought it was about time to unveil new Atlassian trademark guidelines (actually, these were published in October on our website, but we are only now bringing some more attention to them with this blog). After 7 years in business, Atlassian is evolving its official brand guidelines and sharing these guidelines publicly with partners or other Atlassian ambassadors.
The timing is not entirely arbitrary. It’s a reflection of the growth of the Atlassian partner ecosystem, the influx of plugins, and the increasing awareness of Atlassian’s products and brand.
What are the guidelines?
In short, the guidelines exist to guide partners, plugin developers, and the community at large how to use Atlassian product names. We want our brand and brand names to be associated with awesome dev and IT tools. The more focused the use of the brand, the more powerful it will be in the community.
More people and companies are building plugins and becoming partners or ambassadors of Atlassian and our products. The guidelines will help folks market, design and brand their plugins and products so they (1) complement the Atlassian product “family,” and (2) are distinct from from Atlassian products and brands while remaining part the Atlassian community.
And lastly, the guidelines are there to help avoid potential conflicts that may arise. If your brand is not clearly differentiated, customers may struggle to identify who to work with or what to buy. As a way of protecting our brands, as well as the best interests of our 3rd party developers and customers, we are sharing publishing these expanded guidelines.
We also recognize that some products and plugins were named a long time ago — it would be difficult to undo the branding of these products, and so we included a grandfathering clause.
Your feedback is welcome on the new Trademark Guidelines.

New Atlassian trademark guidelines