Atlassian Logo Refresh

After almost 15 years with the same identity, there were several factors that led us to rethinking our logo system in 2017. While the current identity system had carried us far, we had outgrown it— and that a single person holding up the universe wasn’t exactly the picture of “teamwork”. Our product and marketing experiences had changed considerably, as we had recently overhauled our UI design, color palette, and illustration style and our product family had grown with acquisitions like Trello and Statuspage. We had an identity system that wasn’t evolving with the business. We had obvious stylistic inconsistencies across logos. We had three (Jira) products with the same logo. Our logo typeface — a customized version of Klavika — often suffered from legibility issues at smaller sizes, didn’t allow for the hierarchy we needed, and over time, didn’t feel like ‘us’.

In the end, this project was more than just the creation of a few logos. It was about creating a flexible, enduring identity system for 14+ brands that felt distinct on their own, and unified when together. It was also about elevating a parent brand that needed to play a stronger role than it had in the past.

I co-wrote a piece about our process here.

Credits:
Logo design: Angy Che / Typography: James Edmondson / Illustration: Trace Byrd / Creative Direction: Leah Pincsak