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Atlassian has rebranded -- here's its new look

Atlassian is one of Australia’s most successful technology exports.

Having grown from a startup working out of a modest Kent Street office in October 2002 to today’s $US8 billion tech giant, the company has seen numerous stages of growth and scale, and today has rebranded with a new modern look.

Supplied

“As we continue to grow the Atlassian family… expand our areas of focus, and update core product experiences, we want our brand to best reflect why we exist, what we believe in, and where we’re headed,” said co-founder Mike Cannon-Brookes.

“At Atlassian, we think of our brand as a continuous project that’s never totally done. Just as people and companies evolve, so do brands. We’ve grown ours over many years through our fantastic products, a unique culture, and an incredible customer community. Today, we’re taking a bold step forward with a new logo and identity system for Atlassian and our products.”

The redesign marks a new chapter in Atlassian’s journey, and centres around its core focus on teamwork.

Supplied

“We believe when work is open, the full potential of teams is unleashed,” says Cannon-Brookes.

“Infused into our values, product experience, and business model, this philosophy encourages teams to think, work, and behave openly. Working open helps tear down the barriers and silos that keep people from each other and from the information that’s critical to their roles.

“Working open helps teammates interact authentically and honestly with each other, enabling more diverse viewpoints that lead to stronger outcomes.”

He says there is important symbolism around teams in Atlassian’s logos: two people high-fiving, a mountain ready for teams to scale, or even the letter A formed from two pillars reinforcing each other. And for this one the business has focused on “the specific benefits we want our customers to feel when teamwork is at its best”.

The original Atlassian logo being created in 2002 by Cannon-Brookes himself — you can see it in the background of this photo.

Co-founders Scott Farquhar (L) and Mike Cannon-Brookes (R). Supplied

Cannon-Brookes says he was inspired at the time by the sky-holding Greek God Atlas, and the example of service and support that represents.

While service is still a core pillar, he says the company has grown to embody “broader and bigger ideas around teamwork and team potential”.

“I’m excited about our new logo for the same reason I appreciate our old one: it’s friendly, human, and reflects our genuine personality.”

Cannon-Brookes flagged further details on what it means to work open, and with other teams, would be discussed at the Atlassian Summit this week in San Francisco.

The new logo follows the company’s introduction of Stride, the successor to its popular HipChat app — one of the most popular chat tools in Silicon Valley and beyond, with customers including Tesla, Expedia, and, until recently, Uber.

The move follows stiff competition from Microsoft and Slack in the work chat space. Read more on that here.

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