Atlassian brand guidelines for Marketplace Partners

Review these brand guidelines carefully to ensure that you are always:

• Making it clear that you are a third-party partner.
• Looking and sounding like your own company, not Atlassian.
• Staying true to the product information provided to you by Atlassian without modifying the provided information.
• Not making any unsubstantiated claims in your marketing assets.
• Acting as an Atlassian brand ambassador, and helping to protect the integrity and strength of our brands by complying with our trademark guidelines.

Below are branding do's and dont's with examples. Keep in mind that the examples provided are meant to be a guide and don't address all approved or non-approved scenarios. Always use your best judgment and file a ticket if you are uncertain about something.

Logos and assets

Atlassian's logos, wordmarks, product names, illustrations, and proprietary fonts are all part of its brand. As a third party, logos you use to represent your company or your individual apps must not incorporate any elements of our brand, or modify them.

Use a unique logo to represent your company and unique logos to represent your apps in the Atlassian Marketplace and Universal Plugin Manager (UPM). For specifics about logo specifications, see Building your presence on Marketplace.

Example of approved logo:

This app logo is proprietary to the company that creates the app. It is clear and simple and does not use Atlassian or product logos, wordmarks, fonts, names, illustrations, or icons.

Examples of NOT approved logos:

Do not use our company or product logos, neither on their own nor in conjunction with your logo.

Do not create logos in the likeness of our company or product logos.

Do not use modified or reconfigured versions of our logo pieces.

Do not use our company or product names, wordmarks, or wordmark font.

Do not use Atlassian-owned illustrations, icons, or other brand assets.

Do not use other companies' logos, mascots, or other assets without express written consent from the owner of the trademark. Make sure to submit evidence of this written consent with your app submission.

This being said, you may use our logos in your marketing assets, such as your website, white papers, and blog posts. We ask that you keep our logos up-to-date in your assets and show the most recent versions of our products in your screenshots, demo videos, etc. You can find all current versions of our logos here.

Atlassian product names

Some Atlassian product names used to be written in camel case, or in the case of Jira, all caps. Now, all of our product names are written in title case. That means each letter except the first letter in the name is lowercase. All references to our products in text must utilize the proper casing.

• JIRA --> Jira
• HipChat --> Hipchat
• BitBucket --> Bitbucket
• StatusPage --> Statuspage
• FishEye --> Fisheye
• SourceTree --> Sourcetree

Messaging

As an Atlassian Marketplace Partner, it's important that you properly represent your relationship with Atlassian, i.e., that you are a third-party and not Atlassian itself. Always make it clear that you are a Marketplace Partner through the use of your authorized Marketplace badges and in the text on your website, in social media, on event booths, etc. All social media handles, tags, etc. should represent your brands only.

It's also important to make sure you are not making unsubstantiated claims in your marketing. This includes advertising, website copy, social media, sales decks, digital marketing, etc. Avoid subjective terms like best. Instead, use factual claims that demonstrate your success. Focus on what makes you/your app unique. Make it clear what you are offering the customer and why they should use your app.

Examples of approved messaging:

• We are a partner in the Atlassian Marketplace.
• We provide apps that extend the capabilities of Atlassian products.

Examples of NOT approved messaging:

• We are the #1 Atlassian Marketplace Partner.
• We make Atlassian's best apps.

Look and feel

Make sure to keep your names, domains, images, colors, etc., on your website and other marketing assets outside of Marketplace distinct from Atlassian and other Marketplace Partners. While you may think it's flattery, people whose work you copy will usually notice and complain about it.

App names

Use names that describe what your app does or that match your brand. Don’t use names that may, in any way, indicate that the app is built by Atlassian.

Follow the given guidelines in order to differentiate your app and build its recall value with the customers:

• Name your app in 60 characters or less

• Format: <App name> or <App Name for Product Name>

• Use title case (for example, Project Planner, not Project planner)

• If you do choose to have an Atlassian product’s name, starting with it is not allowed (for example, Project Planner for Jira, not Jira Project Planner)

• All Atlassian products' names have to be in title case (for example, Jira, not jira)

• Ensure the app name does not include the following terms: Premium, Atlassian, plugin, beta, BETA, Beta, add-on, or app (for example, it may confuse customers into thinking your app is only available on premium plans of Atlassian products)

Examples of approved app names:

• Bug Fixer for Jira

• Themes for Confluence

• Dropbox Connector for Bitbucket

• Scrum Poker for Jira

• Easy Pull Requests

• Workflow Automator

Examples of rejected app names:

• Jira Bug Fixer

• Confluence Themes

• Bitbucket Dropbox Connector

• Scrum Poker for Jira Premium

• Premium Scrum Poker for Jira

Why are these guidelines important?

• To maintain consistent and accurate branding across Atlassian Marketplace.

• To ensure all apps are compliant with the Atlassian guidelines, avoid proprietary and reserved words, and maintain clarity and fairness for all partners.

• To streamline app reviews for faster processing and a better user experience.

Domains

When choosing a domain, don't use domains that misrepresent your company as Atlassian. Atlassian (or our products) should never be used in your domain. This is misleading because it represents you as Atlassian. You may, however, use Atlassian (or our products) in the URL path.

Examples of approved domains:

• partnerdomain.com
• partnerdomain.com/atlassian

Examples of NOT approved domains:

• atlassian.partnerdomain.com
• partnerdomain.atlassian.com
• atlassian-partner.com
• partner-atlassian.com
• confluence-partnername.com
• partnername-confluence.com