Atlassian's Bold New Brand(

over 5 years ago from Bhargavi Kamakshivalli, Director of UX

  • Rhys MerrittRhys Merritt, over 5 years ago

    While the Apple is a nice graphic, it is generic. Any company could use an Apple. Using Newton sitting under a tree provided something more concrete, something that Apple could "own".

    6 points
    • Emil Edeholt, over 5 years ago

      I think it's a matter of how much money/work you can invest in your brand. If you are coca cola you can own the color red in soft drinks. If you are a small company maybe you can own burgundy red within cider drinks or something. So sure Atlasian could try to own the letter A, but it's gonna be hell of a lot more work.

      1 point
      • Rhys MerrittRhys Merritt, over 5 years ago

        Atlassian have a market cap of 7.86 Billion at the time I'm writing this comment.

        But that's not even the point - I don't think Atlassian are trying to own the letter A.

        Like us, you may notice important symbolism around teams in the new Atlassian logo – two people high-fiving, a mountain ready for teams to scale, or even the letter A formed from two pillars reinforcing each other.

        In this statement above, you can see that the letter A is almost relegated to an afterthought in what they want their logo to represent. Yes - the letter A is a part of what makes their logo - but it is not the definition of it.

        1 point