# Atlassian’s content and logo guidelines, annotated > Atlassian’s design system ties each voice trait to the reader’s mood and gives logo sizes in pixels. Its rules on voice, words and logos, quoted with notes. - Published by: Atlassian - Format: Website - Date on the guide: None - Source: [Atlassian Design System: Content and Logos foundations](https://atlassian.design/foundations/content), checked 2026-11-11 Atlassian makes Jira, Confluence, and Trello. It publishes its content rules and logo rules in its design system. The voice has three traits, and each trait has lists of when to turn it up and when to turn it down. The site also publishes a plain-text copy of its content standards for AI tools. Some brand material is for staff only, for example the marketing voice guide and the word list. ## Best parts, quoted with notes ### Logo > Always centre the app names under the logo and don’t scale the logo below 280px wide. Has: exact value. A minimum width in pixels that anyone can check. Source: [Atlassian Design System: Content and Logos foundations, “Atlassian app strapline”](https://atlassian.design/foundations/logos), checked 2026-11-11. ### Logo > Use the capital "A" of the Atlassian wordmark to define the minimum clearance around the logo. Has: exact value. Clear space measured from a letter in the logo itself, so it scales with the logo. Source: [Atlassian Design System: Content and Logos foundations, “Minimum clearance — Atlassian logo”](https://atlassian.design/foundations/logos), checked 2026-11-11. ### Logo > Each downloadable file includes variations of color and layout in approved formats and the below elements combined together: Has: real file. Each logo downloads as a zip of SVG and PNG files, not a picture on the page. Source: [Atlassian Design System: Content and Logos foundations, “Download the logos”](https://atlassian.design/foundations/logos), checked 2026-11-11. ### Voice and tone > Delight means little flourishes, not humor or being cheeky. Has: where it applies. Says what delight is not, so nobody reads it as permission to joke. Source: [Atlassian Design System: Content and Logos foundations, “Delight with unexpectedly pleasing experiences”](https://atlassian.design/foundations/content/voice-tone), checked 2026-11-11. ### Voice and tone > Think about the timing and how frequently a user will see this. Once may amuse, but a dozen times may annoy. Has: reason. Gives the reason to hold back: repeated messages wear thin. Source: [Atlassian Design System: Content and Logos foundations, “Delight with unexpectedly pleasing experiences”](https://atlassian.design/foundations/content/voice-tone), checked 2026-11-11. ### Voice and tone > Person is feeling: apprehension, confusion, annoyance, fear, anger. Has: where it applies. Ties each trait to the reader's mood, with a list of when to turn it down. Source: [Atlassian Design System: Content and Logos foundations, “When to be less bold”](https://atlassian.design/foundations/content/voice-tone), checked 2026-11-11. ### Words and style > Avoid using a > symbol where possible, as it is read out as “greater than” by assistive technologies, leading to confusion. Use ‘then’ instead. Has: exact value, reason, right and wrong. Names the word to use, says why, and pairs it with a do and a do not. Source: [Atlassian Design System: Content and Logos foundations, “UI elements”](https://atlassian.design/foundations/content/language-and-grammar#ui-elements), checked 2026-11-11. ### Words and style > Don’t use 'e.g.', ‘i.e.’, ‘etc.’, or '&' as they're not localization friendly and can be confusing for users of assistive technologies. Has: exact value, reason. Lists the banned forms by name and gives two reasons: translation and screen readers. Source: [Atlassian Design System: Content and Logos foundations, “Abbreviations”](https://atlassian.design/foundations/content/language-and-grammar#abbreviations), checked 2026-11-11. ## What it leaves out - The voice page covers only interface text. The voice guidance for marketing is a link to Brand Voice and Tone (Atlassians only). ([source](https://atlassian.design/foundations/content/voice-tone)) - The word list and glossary are internal: the style page points to go/vocab (Atlassians only). ([source](https://atlassian.design/foundations/content/language-and-grammar)) ## What to take from it - Connect the tone to the state of the reader. When the reader is confused or annoyed, the voice turns down. - Give the reason for small rules. For example, Atlassian avoids “e.g.” because of translation and screen readers. - Publish a plain-text copy of the rules for AI tools, as Atlassian does with its llms.txt file. --- Source: https://aibrandguidelines.org/examples/atlassian Last updated: 2026-11-11 Published by Annotated Guidelines. Annotated Guidelines is run by the team at Rainbrand.