light · structured · sans · enterprise
DESIGN.md inspired by Atlassian
Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark.
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Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - surface
#cfe1fd - text AAA · 21.0
#000000 - brand AAA · 19.8
#0a0a0a - on-brand
#ffffff - border AAA · 21.0
#000000
Ship faster than ever.
display-hero "Charlie Text" 80px w700 -0.03em
Ship faster than ever.
display-lg "Charlie Text" 56px w700 -0.02em
Ship faster than ever.
h1 "Charlie Text" 40px w700 -0.018em
Built for teams that ship.
h2 "Charlie Text" 32px w600 -0.012em
A complete kit
h3 "Charlie Text" 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 "Charlie Text" 20px w600 0
The quick brown fox jumps over the lazy dog.
body-lg "Charlie Text" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "Charlie Text" 16px w400 0
The quick brown fox jumps over the lazy dog.
body-sm "Charlie Text" 14px w400 0
OUR DESIGN SYSTEM
label "Charlie Text" 13px w500 0
OUR DESIGN SYSTEM
caption "Charlie Text" 12px w500 0.02em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - pill
9999px
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Design roles 5/8 mapped · webdesignhot/0.1
Maps the 8 canonical role names to this entry's actual tokens. Use these to plug the design into role-aware tools — shadcn/ui themes, role-aware Tailwind plugins, atelier-lint — without hard-coding token names.
- background → bg
- foreground → text
- primary → brand
- primary-foreground → on-brand
- accent → —
- muted → —
- border → border
- ring → —
Atlassian sits at the intersection of two design lineages — enterprise productivity software (Microsoft 365, Google Workspace, IBM Carbon) and the modern B2B SaaS marketing surface (Linear, Notion, Slack). The visual system inherits IBM/Microsoft-era enterprise structure (grid-locked product cards, certification-style trust strips, multi-product portfolio messaging) while borrowing Slack's friendly-blue palette warmth, Notion's collaboration-first emotional pitch, and Linear's commitment to clean type and density. The signature move — anchoring everything to a single corporate cobalt that traces back to the Atlassian-A mark, then letting four product wordmarks each occupy a sibling blue inside that family — is uniquely Atlassian, descended from Olympic-rings family-of-marks identity systems.
- Modern B2B dev-tool peer — clean type, dense product surface, marketing-as-product discipline
- Friendly-blue collaboration tone; original Slack/Stewart Butterfield ecosystem overlap
- Collaboration-platform marketing voice; "team work made easy" emotional register
- Enterprise multi-product portfolio architecture; trust strip + product card constellation
Export
4 formats · paste-ready
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theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
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Figma Variables
Importable into Figma → Variables → Import
---
name: Atlassian
tagline: Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark.
updated_at: 2026-05-27T23:16:39.404Z
published_at: 2026-05-27T23:16:39.404Z
author: webdesignhot
source_url: https://www.atlassian.com
spec: webdesignhot/0.1
quality: auto
featured: false
categories: [saas, dev-tools]
tags: [light, structured, sans, enterprise]
preview_swatch: ['#ffffff', '#0a0a0a', '#000000']
description: 'Atlassian''s marketing surface is enterprise software dressed in the friendliest possible blue — the signature `#1868DB` cobalt anchors a white canvas with near-black ink, while the Charlie type system (Display + Text) carries headlines from a custom Sydney-born foundry. Four product wordmarks (Jira, Confluence, Trello, Bitbucket) each riff on the parent blue, which is itself derived from the Atlassian-A mark. The atmosphere is corporate-confident-without-being-stuffy: structured grids, generous whitespace, product-card constellations, and an "Atlassian Together" platform message that ties the family back to one identity.'
# Canonical 8-role aliases (bg / text / brand / border / accent / muted / surface / danger).
# Maps role names to this entry's actual token names so role-aware
# downstream tools resolve `theme.background` → entry's `bg`, etc.
# Auto-generated by scripts/add-aliases.mjs — do not edit manually;
# regenerate after changing color token names.
aliases:
background: bg
foreground: text
primary: brand
primary-foreground: on-brand
border: border
colors:
bg: '#ffffff'
surface: '#cfe1fd'
text: '#000000'
brand: '#0a0a0a'
on-brand: '#ffffff'
border: '#000000'
typography:
display:
family: '"Charlie Text", system-ui, -apple-system, sans-serif'
weights: [500, 600, 700]
body:
family: '"Charlie Text", system-ui, -apple-system, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-lg: { size: 56, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display }
h1: { size: 40, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display }
h2: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
header-height: 64
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
reduced-motion: 'respects prefers-reduced-motion: reduce'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
components:
button-primary: { bg: brand, text: on-brand, padding: '10px 16px', radius: 8 }
button-ghost: { bg: transparent, text: text, border: border, padding: '10px 16px', radius: 8 }
card: { bg: surface, border: border, radius: 12, padding: 24 }
input: { bg: bg, border: border, text: text, radius: 8, padding: '8px 12px' }
lineage:
summary: 'Atlassian sits at the intersection of two design lineages — enterprise productivity software (Microsoft 365, Google Workspace, IBM Carbon) and the modern B2B SaaS marketing surface (Linear, Notion, Slack). The visual system inherits IBM/Microsoft-era enterprise structure (grid-locked product cards, certification-style trust strips, multi-product portfolio messaging) while borrowing Slack''s friendly-blue palette warmth, Notion''s collaboration-first emotional pitch, and Linear''s commitment to clean type and density. The signature move — anchoring everything to a single corporate cobalt that traces back to the Atlassian-A mark, then letting four product wordmarks each occupy a sibling blue inside that family — is uniquely Atlassian, descended from Olympic-rings family-of-marks identity systems.'
influences:
- { name: 'Linear', role: 'Modern B2B dev-tool peer — clean type, dense product surface, marketing-as-product discipline', url: 'https://linear.app' }
- { name: 'Slack', role: 'Friendly-blue collaboration tone; original Slack/Stewart Butterfield ecosystem overlap', url: 'https://slack.com' }
- { name: 'Notion', role: 'Collaboration-platform marketing voice; "team work made easy" emotional register', url: 'https://www.notion.so' }
- { name: 'Microsoft 365', role: 'Enterprise multi-product portfolio architecture; trust strip + product card constellation', url: 'https://www.microsoft.com/microsoft-365' }
---
## 1. Visual Theme & Atmosphere
Atlassian is enterprise SaaS dressed in the friendliest possible blue.
The marketing site is built on a white canvas with the signature
Atlassian Blue `#1868DB` carrying everything that matters — primary
CTAs, the Atlassian-A wordmark lockup, hyperlinks, focus states, and
the four product marks (Jira, Confluence, Trello, Bitbucket) which
each riff on a sibling blue inside the same family. Near-black ink
`#172B4D` (a navy-leaning grey that's softer than pure black) carries
the body type. The atmosphere is corporate-confident-without-being-stuffy:
structured, generous, slightly Australian-laid-back in voice.
What distinguishes Atlassian from the broader enterprise category is
its willingness to use *one anchor colour* with conviction. Where
Microsoft 365 fans across the full Fluent palette and IBM Carbon
leans on a colder navy, Atlassian commits to a single warm cobalt
that traces directly back to the Atlassian-A mark. The four product
wordmarks each occupy a slightly different blue inside that family
(Jira's deep blue, Confluence's mid blue, Trello's playful blue,
Bitbucket's darker blue) — a deliberate Olympic-rings family-of-marks
system that lets you read "this is one company, four tools" at a glance.
The mood is "team work made easy" rendered visually: white space that
feels generous rather than empty, product cards arranged in calm
grids rather than collaged compositions, and an "Atlassian Together"
platform message that ties the family back to one identity. Atlassian
recently moved from a hand-drawn Charlie wordmark system to a more
geometric type discipline (Charlie Display + Charlie Text), pulling
the visual register slightly upmarket while keeping the warmth of
the blue.
What it deliberately rejects: dark canvases (the in-product editors
have dark mode but marketing is light-first), playful hand-drawn
illustration in primary surfaces (illustration is restrained,
geometric), and the chromatic-gradient marketing flex of a Stripe.
Atlassian's surface is structured, blue-anchored, type-led.
**Key Characteristics**
- Signature Atlassian Blue `#1868DB` as the single anchor colour
- White `#FFFFFF` canvas — light-first marketing surface
- Near-black navy `#172B4D` body ink (warmer than pure black)
- Charlie Display + Charlie Text custom type system (Sydney-foundry sans)
- Four-product wordmark family (Jira / Confluence / Trello / Bitbucket) each in a sibling blue
- Atlassian-A mark — distinctive two-peak silhouette in cobalt
- 1280px page-width on desktop, 12-column grid with 24px gutters
- Product cards in calm structured constellations, never collaged
- Trust strip + customer-logo bands borrowed from enterprise lineage
- "Atlassian Together" platform tagline ties product family to parent identity
- Restrained geometric illustration; no playful hand-drawn primaries
- Helpful-not-stuffy voice with slight Australian-laid-back register
## 2. Color Palette & Roles
### Primary
- **bg** `#FFFFFF` — page canvas, pure white for marketing surface
- **text** `#172B4D` — body ink, near-black navy (warmer than pure black)
- **brand** `#1868DB` — signature Atlassian Blue, anchor colour for CTAs / links / brand mark
- **on-brand** `#FFFFFF` — ink on the blue CTA pill
### Brand Family (Four-Product Mark)
- **brand-jira** `#2684FF` — Jira's sibling blue, lighter than parent
- **brand-confluence** `#1868DB` — Confluence rides the parent cobalt
- **brand-trello** `#0079BF` — Trello's mid blue, slightly cyan-shifted
- **brand-bitbucket** `#205081` — Bitbucket's darker, deeper blue
- **brand-deep** `#0747A6` — emphasized brand for headers, hover-pressed CTAs
- **brand-soft** `#DEEBFF` — tinted brand wash for callouts and product cards
### Accent
- **accent-teal** `#00B8D9` — secondary accent for diagrams, infographic highlight
- **accent-green** `#36B37E` — "team work made easy" success / positive register
- **accent-yellow** `#FFAB00` — caution, freemium-tier callouts, "new" badges
- **accent-red** `#DE350B` — destructive register, urgent system messaging
- **accent-purple** `#6554C0` — atlas/Compass product family, secondary feature highlight
### Interactive
- **brand-hover** `#0747A6` — primary CTA hover (one shade deeper)
- **brand-press** `#0747A6` — same as hover; press state lifts shadow
- **link** `#1868DB` — body link colour, matches brand
- **link-hover** `#0747A6` — underline appears on hover; colour deepens
- **focus-ring** `#4C9AFF` at 40% alpha — 3px outer ring on every interactive
### Neutral Scale
- **neutral-1000** `#091E42` — deepest navy for display headlines
- **neutral-900** `#172B4D` — body text (default)
- **neutral-700** `#42526E` — secondary copy, captions
- **neutral-500** `#6B778C` — tertiary metadata, helper text
- **neutral-300** `#B3BAC5` — disabled labels, placeholder ink
- **neutral-200** `#DFE1E6` — hairline borders, dividers
- **neutral-100** `#F4F5F7` — alternate surface ground, table stripes
- **neutral-50** `#FAFBFC` — subtlest panel wash
### Surface & Borders
- **surface** `#FFFFFF` — default card on white canvas
- **surface-alt** `#F4F5F7` — alternate card surface, sets up tonal contrast
- **surface-brand-tinted** `#DEEBFF` — brand-coded callouts, product cards
- **border** `#DFE1E6` — default 1px hairline
- **border-strong** `#B3BAC5` — emphasized rules, table headers
- **border-brand** `#1868DB` — active input outline, focused-tab indicator
### Shadow Colors
Shadows are warm navy-tinted (not pure black) — they read as part of
the blue family rather than as a separate depth language:
- **shadow-card** `0 1px 2px rgba(9,30,66,0.08)` — default card lift
- **shadow-card-hover** `0 4px 8px rgba(9,30,66,0.12)` — hover elevation
- **shadow-popover** `0 8px 16px rgba(9,30,66,0.16)` — menus, popovers
- **shadow-modal** `0 24px 32px rgba(9,30,66,0.24)` — modal dialogs
### Semantic
- **success** `#36B37E` + **success-bg** `#E3FCEF` — positive state, ship-ready
- **warning** `#FFAB00` + **warning-bg** `#FFFAE6` — caution, deprecated paths
- **danger** `#DE350B` + **danger-bg** `#FFEBE6` — destructive, system errors
- **info** `#1868DB` + **info-bg** `#DEEBFF` — informational callouts, uses brand
Status badges follow Atlassian's Lozenge pattern from the Atlaskit
design system: tinted bg + semantic ink + pill radius, sometimes with
a bold variant that inverts to coloured fill with white text.
## 3. Typography Rules
### Font Family
- **Display + Body**: `"Charlie Display"` (display sizes), `"Charlie Text"` (body), with `system-ui`, `-apple-system`, `"Segoe UI"`, `Roboto`, `Helvetica`, `Arial`, `sans-serif` fallback chain
- **Mono**: `"SF Mono"`, `Monaco`, `Consolas`, `"Courier New"`, `monospace` — used in code blocks, developer-facing pages, API documentation
- **Charlie** is Atlassian's custom commercial typeface family (Sydney-foundry collaboration); previously the system used a hand-drawn wordmark + Adelle Sans / Inter combo, but the current marketing surface is built on Charlie Display for headlines and Charlie Text for everything else
### Hierarchy
| Role | Font | Size | Weight | Line Height | Tracking | Notes |
|---|---|---|---|---|---|---|
| display-hero | Charlie Display | 80 | 700 | 1.0 | -0.03em | Landing-page hero only |
| display-lg | Charlie Display | 56 | 700 | 1.05 | -0.02em | Product overview heroes |
| display | Charlie Display | 48 | 700 | 1.08 | -0.02em | Section heroes |
| h1 | Charlie Display | 40 | 700 | 1.1 | -0.018em | Page titles |
| h2 | Charlie Display | 32 | 600 | 1.2 | -0.012em | Major section heads |
| h3 | Charlie Display | 24 | 600 | 1.25 | -0.005em | Sub-section heads |
| h4 | Charlie Text | 20 | 600 | 1.3 | 0 | Card titles |
| h5 | Charlie Text | 16 | 600 | 1.35 | 0 | Inline sub-heads |
| eyebrow | Charlie Text | 13 | 600 | 1.4 | 0.06em uppercase | Section markers, product-family labels |
| body-lg | Charlie Text | 18 | 400 | 1.55 | 0 | Hero subhead, lead paragraphs |
| body | Charlie Text | 16 | 400 | 1.55 | 0 | Default body copy |
| body-sm | Charlie Text | 14 | 400 | 1.5 | 0 | Secondary descriptions, footnotes |
| body-emphasis | Charlie Text | 16 | 600 | 1.55 | 0 | Inline bold emphasis |
| label | Charlie Text | 13 | 500 | 1.4 | 0 | Form labels, input metadata |
| caption | Charlie Text | 12 | 500 | 1.4 | 0.02em | Metadata, legal copy, badge text |
| micro | Charlie Text | 11 | 600 | 1.3 | 0.04em uppercase | Tag pills, micro labels |
| code-inline | SF Mono | 14 | 400 | 1.5 | 0 | Inline code, API path references |
| code-block | SF Mono | 14 | 400 | 1.6 | 0 | Code blocks, developer snippets |
| button | Charlie Text | 14 | 600 | 1 | 0 | Default button label |
| button-large | Charlie Text | 16 | 600 | 1 | 0 | Hero CTA label |
### Principles
- **Charlie carries the brand voice.** The custom Charlie Display +
Charlie Text pair is what separates Atlassian's marketing surface
from generic Inter / Helvetica enterprise sites. The cuts are
slightly humanist — the `a` and `g` have a touch of warmth that
matches the "team work made easy" voice.
- **Bold lives in display only.** 700 weight is reserved for
display-hero through h1. h2 and h3 drop to 600. Body never goes
above 600 except for inline emphasis.
- **Tracking tightens with size.** Display-hero at `-0.03em` is two
full steps tighter than body (`0`). The 80px headline needs negative
tracking to feel typographically engineered rather than oversized.
- **Line height widens at small sizes.** Body at 1.55 line-height is
deliberately generous for long-form scanning in trust strips,
feature descriptions, and pricing tables.
- **Uppercase eyebrows mark product families.** "JIRA SOFTWARE",
"CONFLUENCE", "TRELLO" eyebrows above headlines use 13px Charlie
Text 600 uppercase with `0.06em` tracking — a structural pattern
borrowed from enterprise software lineage (Microsoft 365, IBM
Carbon use similar marks).
- **Mono is developer-facing only.** SF Mono appears in API
documentation, code blocks, and the Bitbucket / Compass developer
pages — never on the corporate marketing surface or pricing pages.
- **Prose width caps at 720px** inside the 1280px page frame.
Multi-column layouts appear in feature comparison tables and
product-card grids, never in long-form copy.
- **Numerals are tabular in tables.** Pricing tables enforce `tnum`
on the Charlie Text variant so column alignment stays clean across
rows.
## 4. Component Stylings
### Buttons (5 variants)
**Primary (the signature blue CTA)**
- Background: `#1868DB`
- Text: `#FFFFFF` at 14px Charlie Text 600
- Padding: `10px 16px` (default) · `12px 20px` (large)
- Height: 40 (default) · 48 (large)
- Radius: 3 (Atlaskit micro-radius — Atlassian's CTA is slightly more
rectilinear than the pill style of Linear or Stripe)
- Border: none
- Hover: bg deepens to `#0747A6` over 150ms
- Active: bg `#0747A6` + subtle inset shadow
- Focus: `0 0 0 3px rgba(76,154,255,0.4)` ring
- Use: primary CTA — "Try it free", "Get Jira free", "Start your free trial"
**Secondary (ghost)**
- Background: `#F4F5F7` (subtle grey fill, not transparent)
- Text: `#172B4D` at 14px Charlie Text 600
- Border: none
- Radius: 3
- Hover: bg deepens to `#DFE1E6` over 150ms
- Use: secondary CTA on hero — "Watch demo", "See pricing"
**Subtle (text-button)**
- Background: transparent
- Text: `#1868DB` at 14px Charlie Text 600
- Padding: `10px 12px`
- Hover: bg `#DEEBFF` (brand-tinted wash)
- Use: tertiary nav, "Learn more →", inline page actions
**Link button (with chevron)**
- Background: transparent
- Text: `#1868DB` at 14px Charlie Text 600
- Trailing chevron icon at 12px, `currentColor`
- No underline by default; underline appears on hover
- Use: "See all products →", "Read the docs →"
**Destructive**
- Background: `#DE350B`
- Text: `#FFFFFF`
- Radius: 3
- Hover: bg `#BF2600`
- Use: workspace-delete / data-removal confirmations only
### Cards (4 variants)
**Standard card**
- Background: `#FFFFFF`, Border: `1px solid #DFE1E6`, Radius: 8
- Padding: 24, Shadow: `0 1px 2px rgba(9,30,66,0.08)`
- Hover: shadow lifts to `0 4px 8px rgba(9,30,66,0.12)`, no transform
- Use: feature blocks, doc cards, customer-story tiles
**Product card (the signature constellation tile)**
- Background: `#FFFFFF` with brand-tinted top stripe `#DEEBFF` at 8px height
- Border: `1px solid #DFE1E6`, Radius: 12
- Padding: 32, Shadow: `0 1px 2px rgba(9,30,66,0.08)`
- Product wordmark + icon at top (Jira / Confluence / Trello / Bitbucket — each in sibling blue)
- Hover: shadow lifts + brand-tinted stripe widens to 12px over 240ms
- Use: product overview grids — the "Atlassian Together" constellation pattern
**Tinted brand card**
- Background: `#DEEBFF`, Border: none, Radius: 12, Padding: 32
- Use: featured callouts, "Get started with Atlassian" panels, plan-comparison highlight
**Customer-story card**
- Background: `#FFFFFF`, Border: `1px solid #DFE1E6`, Radius: 8
- Padding: 32, includes customer logo (greyscale), pull-quote in 20px Charlie Display 600, attribution row
- Use: "Trusted by" section, case-study grids
### Badges, Tags, Pills (Atlaskit Lozenges)
**Lozenge (subtle)**
- Background: `#DEEBFF` (brand-tinted) or semantic-tinted bg
- Text: brand or semantic ink at 11px Charlie Text 600 uppercase
- Border: none, Radius: 3
- Padding: 2px 6px
- Use: status tags — "NEW", "BETA", "DEPRECATED", "RECOMMENDED"
**Lozenge (bold)**
- Background: brand or semantic fill (e.g., `#1868DB`)
- Text: `#FFFFFF` at 11px Charlie Text 600 uppercase
- Use: emphasized status — "REQUIRED", "URGENT", "PREMIUM"
**Product wordmark badge**
- Inline wordmark with product icon — used to denote which Atlassian
product a feature belongs to; sibling-blue inks the wordmark, icon
inherits the same colour
### Inputs / Forms
**Text input**
- Background: `#FAFBFC`, Border: `2px solid #DFE1E6`, Radius: 3
- Height: 40, Padding: `8px 12px`
- Font: `14px Charlie Text 400`, Text: `#172B4D`, Placeholder: `#6B778C`
- Hover: bg `#EBECF0`
- Focus: bg `#FFFFFF`, border `2px solid #1868DB`
- Error: border `2px solid #DE350B`, with error message below at 12px in `#DE350B`
- Use: signup forms, search, dashboard filters
**Select** — same shell as input + chevron icon at 12px `#42526E`; dropdown menu uses popover styling (shadow + 8 radius)
**Checkbox / Radio** — 16 × 16, 2px border `#DFE1E6`, 2px radius (checkbox) or pill (radio); checked fill is brand `#1868DB` with white checkmark / dot
### Navigation
**Top nav (sticky marketing header)**
- Height: 64px, Background: `rgba(255,255,255,0.95)` with `backdrop-filter: blur(8px)`
- Border-bottom: `1px solid #DFE1E6`
- Atlassian-A wordmark on left at 24px height, in brand blue
- Mega-menu nav (Products / Solutions / Why Atlassian / Resources / Pricing)
- Right side: "Sign in" subtle button + "Try it free" primary CTA
- Mega-menu opens on hover with brand-tinted product cards inside
**Mega-menu panel**
- Background: `#FFFFFF`, Border: `1px solid #DFE1E6`, Radius: 12 (bottom only)
- Shadow: `0 24px 32px rgba(9,30,66,0.16)`
- Multi-column grid: 3–4 columns of product cards + a featured panel on the right
- Each item: product wordmark + 1-line description + chevron
**Footer**
- Background: `#FFFFFF`, Border-top: `1px solid #DFE1E6`
- 5-column grid: Products / Solutions / Resources / Company / Get Started
- Atlassian-A wordmark + product family lockups at bottom
- Legal row: copyright, privacy, terms, sitemap links in 12px `#6B778C`
### Tooltips & Popovers
Tooltip: `#172B4D` background (inverted!), Text `#FFFFFF` at 12px Charlie Text 400, Radius 3, Padding 4px 8px, Shadow `0 4px 8px rgba(9,30,66,0.24)`. Auto-positioned with 8px offset from anchor.
Popover (menu, dropdown): `#FFFFFF` background, `1px solid #DFE1E6` border, Radius 8, Shadow `0 8px 16px rgba(9,30,66,0.16)`. List items: 12px 16px padding, hover bg `#F4F5F7`.
### Flag (Atlassian's toast pattern)
Bottom-right stack, each flag is `#FFFFFF` with semantic-coloured left border at 4px, Radius 3, Shadow `0 8px 16px rgba(9,30,66,0.16)`, semantic icon, title in 14px Charlie Text 600, body 14px/400. Auto-dismiss 6 seconds; respects reduced motion.
### Modals
Centered overlay on `rgba(9,30,66,0.54)` scrim (warm navy, not black). Dialog: `#FFFFFF`, Radius 8, Padding 32, max-width 600. Title at h3 (24px Charlie Display 600), body 16px/400, action row pinned to footer with primary CTA on right.
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px
- **Scale**: `[0, 4, 8, 12, 16, 24, 32, 48, 64, 96, 128]`
- The system favours the standard 8-point ladder with 4 / 12 as
sub-steps for tighter in-component spacing. There's almost no use
of 6 / 10 / 14 / 20 — the rhythm is firmly multiples-of-4.
- Density is enterprise-marketing: 16–24px between rows in product
cards, 48–64px between sub-sections, 96–128px between major
page sections.
### Grid & Container
- **Page width**: 1280px max (slightly wider than Linear's 1024)
- **Prose width**: 720px — long-form copy caps at this width inside the 1280 frame
- **Gutter**: 24px on desktop, 16px on mobile
- **Grid**: 12 columns on tablet+, 4 columns on mobile
- Hero treatment: full-bleed bg + centred 1280 content; product
screenshot lives inside a tinted brand card, not full-bleed
- Product constellation grid: 2 × 2 or 4 × 1 product cards (depending
on viewport), each card equal-width — the calm structured layout
is itself the brand signal
### Whitespace Philosophy
Atlassian's whitespace is generous in a structured way — not the
"airy minimalism" of Apple, not the "industrial dense" of Linear,
but a corporate-confident middle ground. Section gutters are large
(96px between major sections), but within sections the density is
moderate (16–24px between rows). The result reads as confident
breathing room rather than emptiness or compression.
### Section Cadence
The site alternates between three section ground tones to break
visual monotony across long landing pages:
- **White** `#FFFFFF` — default section ground
- **Subtle grey** `#FAFBFC` — alternate sections, customer-logo trust strips
- **Brand-tinted** `#DEEBFF` — featured callouts, "Get started with Atlassian" CTA bands
Major landing pages cycle through this pattern: White → Grey → White
→ Brand-tinted CTA → Grey → White footer. The pattern is structural,
not decorative.
## 6. Shapes & Radius Scale
| Tier | px | Use |
|---|---|---|
| Micro | 2 | Inline tags, chip corners |
| Standard | 3 | Buttons, inputs, lozenges (Atlaskit's signature small radius) |
| Comfortable | 4 | Secondary tag pills, small badges |
| Relaxed | 8 | Default cards, popovers, modal bodies, mega-menu panels |
| Large | 12 | Product cards, tinted brand cards, hero panels |
| Featured | 16 | Customer-story cards, large feature blocks |
| Pill | 9999 | Status pills (rare), avatar mode, segmented controls |
The Atlassian-distinctive choice is the **3px button radius** — small
enough to read as nearly square, large enough to feel modern. It's
quieter than the pill geometry of Linear / Stripe but more contemporary
than IBM Carbon's true square corners. This 3px radius runs through
buttons, inputs, and Lozenge badges, creating a coherent "Atlaskit
shape language" across the site.
There are no zero-radius elements except section dividers (1px hairline
rules) and full-bleed image bands. Compound radii appear in modal
headers (`8 8 0 0`) and product cards (the brand-tinted top stripe
follows the card's `12 12 0 0` curve).
## 7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | flat — `#FFFFFF` only | page canvas |
| 1 | `#FFFFFF` + `0 1px 2px rgba(9,30,66,0.08)` | default cards, product cards |
| 2 | `#FFFFFF` + `0 4px 8px rgba(9,30,66,0.12)` | card hover, raised panels |
| 3 | `#FFFFFF` + `0 8px 16px rgba(9,30,66,0.16)` | popovers, menus, mega-menu |
| 4 | `#FFFFFF` + `0 24px 32px rgba(9,30,66,0.24)` + scrim | modal dialogs |
| 5 | `#172B4D` + `0 4px 8px rgba(9,30,66,0.24)` | tooltips (inverted) |
### Shadow Philosophy
Atlassian uses **navy-tinted shadows** as a distinctive choice —
`rgba(9,30,66,0.08)` rather than the typical `rgba(0,0,0,0.1)`. The
shadow inherits the warmth of the brand navy, which means cards feel
like they belong to the Atlassian colour family rather than floating
abstractly. The progression from level 1 (1px / 0.08) to level 4
(24px / 0.24) is roughly geometric — each step roughly doubles in
spread and bumps alpha by 4 percentage points.
Borders and shadows are used **together**, not as alternatives. A
standard card has both a 1px `#DFE1E6` border and a 1px navy-tinted
shadow. The border reads as the structural edge, the shadow reads
as the elevation. Together they signal "this is a discrete object
on the canvas" without needing aggressive depth.
## 8. Interaction & Motion
### Easing curves
- **ease-standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for hover, state transitions
- **ease-emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — modal enter, mega-menu open
- **ease-out**: `cubic-bezier(0, 0, 0.2, 1)` — settling motions, scroll-fade
- **ease-in-out**: `cubic-bezier(0.4, 0, 0.6, 1)` — looped accents (rare)
### Duration buckets
- **fast**: 150ms — button hover, link colour shifts, lozenge state changes
- **standard**: 240ms — card hover, popover open, tooltip appearance
- **slow**: 320ms — modal enter, mega-menu drop, scroll-reveal
### Per-component micro-states
- **Primary CTA hover**: bg `#1868DB → #0747A6` over 150ms ease-standard; no transform
- **Card hover**: shadow lifts from level 1 to level 2 over 240ms ease-standard; no transform
- **Product card hover**: brand-tinted top stripe widens from 8px to 12px + shadow lifts over 240ms
- **Link hover**: colour shifts `#1868DB → #0747A6` over 150ms; underline appears
- **Mega-menu open**: opacity 0 → 1 + translateY(-8px) → 0 over 240ms ease-emphasized
- **Modal enter**: scrim fade 320ms + dialog scale 0.96 → 1 + opacity over 240ms ease-emphasized
- **Flag (toast) enter**: slide from `translateX(16px)` + opacity, 320ms ease-emphasized; auto-dismiss after 6s
- **Tooltip appearance**: opacity 0 → 1 over 150ms after 500ms hover delay
### Page transitions
Atlassian uses opacity-only page transitions on marketing — full
opacity 0 → 1 over 240ms. Scroll-reveal for in-view content uses
opacity + 16px translateY → 0 over 320ms. Product constellation
grids stagger reveal across cards with 60ms delay between siblings.
### Reduced motion
Respects `prefers-reduced-motion: reduce`. All transforms disabled,
all translations reduced to opacity-only at the same durations. The
mega-menu still opens but without the translateY slide. Scroll-reveal
becomes instant.
## 9. Accessibility & A11y
### Contrast pairs
- **#172B4D on #FFFFFF (body)**: 13.6 — AAA at all sizes
- **#42526E on #FFFFFF (secondary)**: 7.6 — AAA at body sizes
- **#6B778C on #FFFFFF (tertiary)**: 4.6 — AA at body sizes (use sparingly at small)
- **#FFFFFF on #1868DB (CTA text on brand)**: 7.2 — AAA at body sizes
- **#1868DB on #FFFFFF (link)**: 7.4 — AAA at all sizes
- **#0747A6 on #FFFFFF (link hover)**: 9.8 — AAA
- **#FFFFFF on #172B4D (tooltip)**: 13.6 — AAA
### Focus indicators
All interactive elements ship a focus ring: `0 0 0 3px
rgba(76,154,255,0.4)` (a brand-tinted outer halo at 40% alpha).
Implemented as `box-shadow` not `outline` so it composites cleanly
over rounded borders. Inputs receive a 2px solid brand border
`#1868DB` on focus in addition to the outer ring. The focus state
is always visible — Atlassian's design system explicitly forbids
`outline: none` without a replacement.
### ARIA patterns
- **Mega-menu**: `role="menu"` + `aria-expanded` on trigger + `aria-haspopup="true"`
- **Tabs (product overview)**: `role="tablist"` + `role="tab"` + `role="tabpanel"` with `aria-selected` and `aria-controls`
- **Dialog**: `role="dialog"` + `aria-modal="true"` + `aria-labelledby` pointing to title
- **Flag (toast)**: `role="status"` + `aria-live="polite"` for informational, `aria-live="assertive"` for errors
- **Lozenge**: state in `aria-label` (e.g., `aria-label="Status: in progress"`)
- **Form errors**: `aria-invalid="true"` + `aria-describedby` linking to error message
### Keyboard nav
Tab order: skip-to-content → header logo → mega-menu nav items → header CTAs → hero CTA → in-page sections → footer. Mega-menu opens with Enter / Space on the trigger; arrow keys navigate items within; Esc closes. Modal focus is trapped within the dialog; Esc dismisses. All buttons and links reachable via keyboard with visible focus rings.
### Screen reader hints
- Icon-only buttons carry `aria-label` (e.g., `aria-label="Search Atlassian"`)
- Decorative product wordmark icons get `aria-hidden="true"` when the wordmark text is already present
- Product cards include the product name in `aria-label` for context
- Trust-strip customer logos use `<img alt="">` (decorative) or descriptive alt when the logo is the primary content
### Reduced motion
Honoured globally (see §8). Auto-playing product demo videos in heroes pause and show a play button when reduced-motion is set. Animated illustrations freeze on a default frame.
## 10. Responsive Behavior
| Breakpoint | px | Layout |
|---|---|---|
| mobile | < 640 | single-column, 16px gutter, h1 → 32px, hero CTA stacks full-width |
| tablet | 640–1023 | 2-column on splits, 20px gutter, h1 → 36px, mega-menu collapses to drawer |
| desktop | 1024–1279 | 3-column product grid, 24px gutter, h1 → 40px |
| wide | 1280–1535 | full 12-col 1280 layout, 4-column product grid |
| ultra | ≥ 1536 | page caps at 1280 — content stays centred, side margins grow |
### Touch targets
Minimum 44 × 44 on mobile. Buttons grow vertical padding from 10 to
14 (CTA from 40px → 48px height). Icon buttons grow from 32 × 32 to
44 × 44. Tap targets retain the 3px radius — fingerprint matches
desktop.
### Collapsing strategy
- Header mega-menu collapses to hamburger drawer at ≤ 1023
- Product constellation grid: 4-up → 2-up → 1-up across breakpoints
- Pricing table becomes horizontally-scrolling card list at ≤ 768
- Footer 5-column grid collapses to 2-column at ≤ 768, single-column at ≤ 480
- Long-form prose stays at 100% width with 16px side gutters on mobile
### Image behavior
Product screenshots use `aspect-ratio: 16 / 10` and `object-fit: cover` with `loading=lazy`. SVG product wordmarks and the Atlassian-A mark are inline SVG with `currentColor` fills so they inherit semantic colour. Hero illustrations use `loading=eager` + priority hints. Customer logos in trust strips are greyscale by default and respect `prefers-color-scheme` (though Atlassian's marketing surface is light-only).
### Container queries
Used in product cards where the layout switches from horizontal (wordmark + description side-by-side) to vertical (stacked) based on container width below 320px — important for embedded product cards in narrower sidebar contexts.
## 11. Content & Voice
### Tone
Helpful, confident, slightly Australian-laid-back. Atlassian writes
like a seasoned product manager who's tired of jargon: declarative,
present-tense, allergic to corporate hedging. Headlines aim for
plain-English clarity over cleverness — "Move work forward" beats
"Synergise your workflow". Slight humour appears in microcopy and
empty states but never in heroes.
### Microcopy patterns
- **Button verbs**: "Try it free", "Get Jira free", "Start your free trial", "See pricing", "Watch demo", "Sign in". Short, imperative, present-tense. The "free" is foregrounded in CTAs — the freemium-tier fact is a primary value proposition.
- **Errors**: format `<friendly noun phrase>. <one-sentence reason>. <suggested action>.` Example: "Couldn't load your boards. Check your connection and try again."
- **Success confirmations**: brief, occasionally warm. Example: "Issue created" (no exclamation), "Welcome back!" (greetings get exclamations).
- **Progress**: "Loading your workspace…" or "Almost there…" (the second is slightly Australian-warm).
### Empty states
Empty list views in marketing demos show: short headline (e.g., "No issues yet — let's create your first one"), one-line orientation, a primary CTA, and often a small illustration (geometric, restrained — never cartoonish). The tone is encouraging without being saccharine.
### CTA verb conventions
The verb ladder Atlassian uses, in observed frequency:
1. **Try it free** — top-of-page hero CTA, used across product lines
2. **Get Jira free** / **Get Confluence free** — product-specific hero variant
3. **Start your free trial** — pricing-page primary
4. **See pricing** — secondary on landing pages
5. **Watch demo** — secondary on product overview
6. **Sign in** — utility nav (always plain "Sign in", not "Log in")
7. **Talk to sales** — enterprise tier CTA, never "Contact us"
Atlassian foregrounds the freemium-tier fact directly in the CTA verb
("Try it free", "Get Jira free") — unlike Linear which keeps the
"free" claim in subhead copy below the CTA. This is a deliberate
freemium-funnel signal: the page is for self-serve trial, not
sales-led demo.
## 12. Dark Mode & Theming
**Light-first marketing surface — no public dark variant.** Atlassian's
in-product editors (Jira, Confluence, Bitbucket, Trello) all support
a dark theme inside the app, but the marketing surface at
`atlassian.com` ships in light mode only. The brand identity is the
Atlassian Blue on white canvas; inverting it would weaken brand
recognition and undercut the four-product wordmark family which is
all calibrated against the white ground.
If a downstream system needs to derive a dark variant from these
tokens (e.g., for a dark-mode docs portal or internal tooling):
```yaml
colors-dark:
bg: '#0D1117'
surface: '#161B22'
surface-alt: '#21262D'
text: '#F0F6FC'
text-secondary: '#B3BAC5'
text-tertiary: '#6B778C'
brand: '#4C9AFF' # lighter Atlassian Blue for dark surfaces
brand-deep: '#1868DB'
brand-soft: 'rgba(76,154,255,0.16)'
border: '#30363D'
on-brand: '#FFFFFF'
```
But Atlassian's own marketing surface stays light. This is intentional
and central to the brand recognition pattern.
## 13. Lineage & Influences
Atlassian sits at the intersection of two design lineages — the
enterprise productivity software canon (Microsoft 365, Google
Workspace, IBM Carbon) and the modern B2B SaaS marketing surface
(Linear, Notion, Slack). The visual system inherits the
IBM/Microsoft-era enterprise structure: grid-locked product cards in
constellation layouts, certification-style trust strips ("Trusted by
85% of the Fortune 500"), and the multi-product portfolio messaging
that says "we're not one tool, we're an integrated suite". But
Atlassian softens that enterprise rigour with three contemporary
moves — Slack's friendly-blue palette warmth, Notion's collaboration-
first emotional pitch, and Linear-class commitment to clean type
and structured density.
The signature Atlassian move — anchoring everything to one corporate
cobalt that traces back to the Atlassian-A mark, then letting four
product wordmarks each occupy a sibling blue inside that family —
descends from Olympic-rings family-of-marks identity systems and from
broadcast-network parent/sub-brand architectures. It's a deliberate
choice: rather than letting each product develop its own colour
identity (the Adobe Creative Suite path), Atlassian binds the family
visually to the parent. The Atlassian-A mark itself — a two-peak
silhouette in cobalt — is distinctive enough to function as a brand
shorthand at favicon scale.
What Atlassian rejects: Linear's dark-canvas conviction, Stripe's
chromatic-gradient marketing flex, and the playful hand-drawn
illustration register of older B2B SaaS (Mailchimp, Slack circa 2018).
The current marketing surface is structured, blue-anchored, type-led —
upmarket without being austere.
**Influences:**
- **Linear** — Modern B2B dev-tool peer; clean type discipline,
dense product surface, marketing-as-product philosophy. Atlassian's
Charlie type system shares Linear's commitment to a custom
commercial typeface as brand signal
([linear.app](https://linear.app))
- **Slack** — Friendly-blue collaboration tone; Atlassian's blue
shares Slack's warm-cobalt register. There's also direct ecosystem
lineage — Stewart Butterfield's original Slack was Atlassian-adjacent
before becoming Salesforce
([slack.com](https://slack.com))
- **Notion** — Collaboration-platform marketing voice; the
"team work made easy" emotional register descends from Notion's
"your team's wiki, but better" pattern
([notion.so](https://www.notion.so))
- **Microsoft 365** — Enterprise multi-product portfolio
architecture; trust-strip + product-card constellation pattern,
certification-style enterprise-credibility messaging
([microsoft.com/microsoft-365](https://www.microsoft.com/microsoft-365))
## 14. Do's and Don'ts
### Do
- Anchor every brand-bearing surface to Atlassian Blue `#1868DB`. The
blue is the single most recognisable element of the system.
- Use the four-product wordmark family (Jira / Confluence / Trello /
Bitbucket) with each product's sibling blue — the family-of-marks
pattern is structural, not decorative.
- Treat the Atlassian-A wordmark as the parent identity. It always
appears in cobalt or white (on dark surfaces), never in another
colour.
- Use the Charlie Display + Charlie Text type pair for marketing
surfaces. Fall back to system-ui only when Charlie isn't licensed.
- Cap page width at 1280px on wide displays. Content stays centred,
side margins grow on ultra-wide.
- Use the 3px Atlaskit button radius — the small-but-not-square corner
is a coherent shape signature across buttons, inputs, and Lozenges.
- Apply navy-tinted shadows `rgba(9,30,66,0.08–0.24)` for elevation —
the warmth keeps cards in the Atlassian colour family.
- Use brand-tinted callouts (`#DEEBFF` bg) for featured panels and
"Get started" bands — the soft blue wash reads as inviting.
- Render product cards in calm structured constellations (2 × 2,
4 × 1) — the grid itself is the brand signal.
- Foreground "free" in CTA verbs ("Try it free", "Get Jira free") —
the freemium-funnel signal is intentional.
- Honour `prefers-reduced-motion` — translations become opacity-only,
staggered reveals become instant.
- Use uppercase eyebrows in 13px Charlie Text 600 with `0.06em`
tracking to mark product-family sections.
### Don't
- Don't introduce a second saturated anchor colour. The chromatic
budget is Atlassian Blue + the four-product blues + semantic four.
- Don't centre H1s. Atlassian's headlines are left-aligned on
desktop, period.
- Don't use pure black `#000000` for body type. The body ink is
navy-leaning `#172B4D` — warmer, less harsh.
- Don't use pill-shape `9999` for primary CTAs. Atlassian's CTA is
the 3px Atlaskit radius, not the pill of Linear / Stripe.
- Don't ship a dark marketing surface. The brand identity is the
blue-on-white pairing; inverting it weakens recognition.
- Don't replace Charlie with a generic Inter / Helvetica fallback
unless explicitly degrading — the custom Charlie cuts are central
to the contemporary voice upgrade.
- Don't apply playful hand-drawn illustration to primary surfaces.
Illustration is restrained, geometric, in brand-family colours.
- Don't let product wordmarks float in non-blue colours. Each
product wordmark sits in its sibling blue (Jira `#2684FF`,
Confluence `#1868DB`, Trello `#0079BF`, Bitbucket `#205081`).
- Don't use sharp `0px` radius on any container. Even section
dividers are 1px rules, not zero-radius surfaces.
- Don't use outline-style focus rings without a box-shadow
replacement. The brand-tinted outer halo is non-negotiable.
- Don't write CTAs that hide pricing ("Learn more about pricing",
"Explore plans"). Use "See pricing" — direct, plain-English.
- Don't stack more than one primary CTA on a single screen. The
blue CTA is high-contrast; competing primaries dilute the eye anchor.
## 15. Agent Prompt Guide
### Quick Color Reference
```
bg: #FFFFFF
text: #172B4D
text-secondary: #42526E
text-tertiary: #6B778C
brand: #1868DB
brand-deep: #0747A6
brand-soft: #DEEBFF
link: #1868DB
border: #DFE1E6
surface-alt: #F4F5F7
on-brand: #FFFFFF
success: #36B37E
warning: #FFAB00
danger: #DE350B
brand-jira: #2684FF
brand-trello: #0079BF
brand-bitbucket: #205081
```
### Example Component Prompts
1. **Hero**: "Create a hero section on `#FFFFFF` background with a
left-aligned 56px Charlie Display headline at weight 700 and
`-0.02em` tracking in `#172B4D`, body copy at 18px/400 in
`#42526E` capped at 720px reading width, and two CTAs side-by-side:
a primary button filled `#1868DB` with `#FFFFFF` text reading
'Try it free' at 16px Charlie Text 600 with 3px radius, plus a
secondary ghost button with `#F4F5F7` bg and `#172B4D` text
reading 'See pricing'."
2. **Product card (constellation tile)**: "Design a product card with
`#FFFFFF` background, 12px radius, 1px `#DFE1E6` border, and a
brand-tinted top stripe in `#DEEBFF` at 8px height. Include the
product wordmark at top (e.g., Jira in `#2684FF`), title at 20px
Charlie Text 600, body at 14px/400 in `#42526E`, and a 'Learn more
→' link button in `#1868DB` at the bottom. On hover, lift shadow
from `0 1px 2px rgba(9,30,66,0.08)` to `0 4px 8px rgba(9,30,66,0.12)`
and widen the top stripe from 8px to 12px over 240ms."
3. **Lozenge (status badge)**: "Render an Atlaskit Lozenge with 3px
radius, `#DEEBFF` background, `#1868DB` text at 11px Charlie Text
600 uppercase with `0.04em` tracking, padding 2px 6px. Vary the
tint to map to status: brand `#DEEBFF/#1868DB` (in-progress),
success `#E3FCEF/#36B37E` (done), warning `#FFFAE6/#FFAB00`
(caution), danger `#FFEBE6/#DE350B` (blocked)."
4. **Primary CTA button**: "Create a primary CTA button: 3px radius,
`#1868DB` background, `#FFFFFF` text at 14px Charlie Text 600,
padding 10px 16px, height 40. Hover: bg deepens to `#0747A6` over
150ms. Focus: `0 0 0 3px rgba(76,154,255,0.4)` outer ring. Label:
'Try it free' (the verb foregrounds the freemium-tier signal)."
5. **Sticky mega-menu nav**: "Build a 64px-tall sticky nav with
`rgba(255,255,255,0.95)` background and `backdrop-filter: blur(8px)`.
Atlassian-A wordmark on the left in `#1868DB` at 24px height,
mega-menu nav items in middle (Products / Solutions / Pricing /
Resources) at 14px Charlie Text 500 in `#172B4D`, right side has
a subtle 'Sign in' button + primary blue 'Try it free' CTA. Border-
bottom `1px solid #DFE1E6`; no shadow on scroll, just the border."
6. **Trust strip**: "Design a customer trust strip on `#FAFBFC` bg,
centred eyebrow text 'TRUSTED BY 85% OF THE FORTUNE 500' in 13px
Charlie Text 600 uppercase `#6B778C` with `0.06em` tracking, then
a horizontal row of 5–7 greyscale customer logos at 24px height,
evenly spaced across the 1280 frame with 48px gaps."
### Iteration Guide
1. **The blue is the brand.** If your primary CTA isn't `#1868DB`,
you've missed the central anchor. The blue carries CTAs, links,
the Atlassian-A mark, and is the parent of the four-product
wordmark family.
2. **Charlie or system fallback.** Prefer Charlie Display + Charlie
Text when licensed; degrade to `system-ui` cleanly. Never
substitute a free Google sans (Inter, Roboto) and claim brand
fidelity — the custom Charlie cuts are part of the recent visual
upgrade.
3. **3px radius, not pill.** Atlassian's button geometry is the
Atlaskit 3px micro-radius — small enough to read as nearly square,
large enough to feel modern. Don't substitute pill (9999) — that's
Linear / Stripe vocabulary.
4. **Navy-tinted shadows.** Use `rgba(9,30,66,0.08–0.24)` rather than
pure black — the warmth keeps cards inside the Atlassian colour
family. Don't reach for cold black shadows.
5. **Four-product wordmark family.** When showcasing the product
portfolio, render each wordmark in its sibling blue (Jira
`#2684FF`, Confluence `#1868DB`, Trello `#0079BF`, Bitbucket
`#205081`) — the family-of-marks pattern is structural identity.
6. **Brand-tinted callouts read as invitations.** Use `#DEEBFF`
panels for "Get started with Atlassian" bands and featured
product highlights — the soft blue wash is the warm CTA mood.
7. **Generous structure, not airy minimalism.** Atlassian's
whitespace is corporate-confident — 96px between major sections,
16–24px within sections. Don't compress to Linear-density or
inflate to Apple-airiness.
8. **Foreground "free" in CTA verbs.** "Try it free" beats "Get
started" for Atlassian — the freemium-funnel signal is intentional
and differentiates from sales-led enterprise CTAs.
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
Atlassian is enterprise SaaS dressed in the friendliest possible blue.
The marketing site is built on a white canvas with the signature
Atlassian Blue #1868DB carrying everything that matters — primary
CTAs, the Atlassian-A wordmark lockup, hyperlinks, focus states, and
the four product marks (Jira, Confluence, Trello, Bitbucket) which
each riff on a sibling blue inside the same family. Near-black ink
#172B4D (a navy-leaning grey that’s softer than pure black) carries
the body type. The atmosphere is corporate-confident-without-being-stuffy:
structured, generous, slightly Australian-laid-back in voice.
What distinguishes Atlassian from the broader enterprise category is its willingness to use one anchor colour with conviction. Where Microsoft 365 fans across the full Fluent palette and IBM Carbon leans on a colder navy, Atlassian commits to a single warm cobalt that traces directly back to the Atlassian-A mark. The four product wordmarks each occupy a slightly different blue inside that family (Jira’s deep blue, Confluence’s mid blue, Trello’s playful blue, Bitbucket’s darker blue) — a deliberate Olympic-rings family-of-marks system that lets you read “this is one company, four tools” at a glance.
The mood is “team work made easy” rendered visually: white space that feels generous rather than empty, product cards arranged in calm grids rather than collaged compositions, and an “Atlassian Together” platform message that ties the family back to one identity. Atlassian recently moved from a hand-drawn Charlie wordmark system to a more geometric type discipline (Charlie Display + Charlie Text), pulling the visual register slightly upmarket while keeping the warmth of the blue.
What it deliberately rejects: dark canvases (the in-product editors have dark mode but marketing is light-first), playful hand-drawn illustration in primary surfaces (illustration is restrained, geometric), and the chromatic-gradient marketing flex of a Stripe. Atlassian’s surface is structured, blue-anchored, type-led.
Key Characteristics
- Signature Atlassian Blue
#1868DBas the single anchor colour - White
#FFFFFFcanvas — light-first marketing surface - Near-black navy
#172B4Dbody ink (warmer than pure black) - Charlie Display + Charlie Text custom type system (Sydney-foundry sans)
- Four-product wordmark family (Jira / Confluence / Trello / Bitbucket) each in a sibling blue
- Atlassian-A mark — distinctive two-peak silhouette in cobalt
- 1280px page-width on desktop, 12-column grid with 24px gutters
- Product cards in calm structured constellations, never collaged
- Trust strip + customer-logo bands borrowed from enterprise lineage
- “Atlassian Together” platform tagline ties product family to parent identity
- Restrained geometric illustration; no playful hand-drawn primaries
- Helpful-not-stuffy voice with slight Australian-laid-back register
2. Color Palette & Roles
Primary
- bg
#FFFFFF— page canvas, pure white for marketing surface - text
#172B4D— body ink, near-black navy (warmer than pure black) - brand
#1868DB— signature Atlassian Blue, anchor colour for CTAs / links / brand mark - on-brand
#FFFFFF— ink on the blue CTA pill
Brand Family (Four-Product Mark)
- brand-jira
#2684FF— Jira’s sibling blue, lighter than parent - brand-confluence
#1868DB— Confluence rides the parent cobalt - brand-trello
#0079BF— Trello’s mid blue, slightly cyan-shifted - brand-bitbucket
#205081— Bitbucket’s darker, deeper blue - brand-deep
#0747A6— emphasized brand for headers, hover-pressed CTAs - brand-soft
#DEEBFF— tinted brand wash for callouts and product cards
Accent
- accent-teal
#00B8D9— secondary accent for diagrams, infographic highlight - accent-green
#36B37E— “team work made easy” success / positive register - accent-yellow
#FFAB00— caution, freemium-tier callouts, “new” badges - accent-red
#DE350B— destructive register, urgent system messaging - accent-purple
#6554C0— atlas/Compass product family, secondary feature highlight
Interactive
- brand-hover
#0747A6— primary CTA hover (one shade deeper) - brand-press
#0747A6— same as hover; press state lifts shadow - link
#1868DB— body link colour, matches brand - link-hover
#0747A6— underline appears on hover; colour deepens - focus-ring
#4C9AFFat 40% alpha — 3px outer ring on every interactive
Neutral Scale
- neutral-1000
#091E42— deepest navy for display headlines - neutral-900
#172B4D— body text (default) - neutral-700
#42526E— secondary copy, captions - neutral-500
#6B778C— tertiary metadata, helper text - neutral-300
#B3BAC5— disabled labels, placeholder ink - neutral-200
#DFE1E6— hairline borders, dividers - neutral-100
#F4F5F7— alternate surface ground, table stripes - neutral-50
#FAFBFC— subtlest panel wash
Surface & Borders
- surface
#FFFFFF— default card on white canvas - surface-alt
#F4F5F7— alternate card surface, sets up tonal contrast - surface-brand-tinted
#DEEBFF— brand-coded callouts, product cards - border
#DFE1E6— default 1px hairline - border-strong
#B3BAC5— emphasized rules, table headers - border-brand
#1868DB— active input outline, focused-tab indicator
Shadow Colors
Shadows are warm navy-tinted (not pure black) — they read as part of the blue family rather than as a separate depth language:
- shadow-card
0 1px 2px rgba(9,30,66,0.08)— default card lift - shadow-card-hover
0 4px 8px rgba(9,30,66,0.12)— hover elevation - shadow-popover
0 8px 16px rgba(9,30,66,0.16)— menus, popovers - shadow-modal
0 24px 32px rgba(9,30,66,0.24)— modal dialogs
Semantic
- success
#36B37E+ success-bg#E3FCEF— positive state, ship-ready - warning
#FFAB00+ warning-bg#FFFAE6— caution, deprecated paths - danger
#DE350B+ danger-bg#FFEBE6— destructive, system errors - info
#1868DB+ info-bg#DEEBFF— informational callouts, uses brand
Status badges follow Atlassian’s Lozenge pattern from the Atlaskit design system: tinted bg + semantic ink + pill radius, sometimes with a bold variant that inverts to coloured fill with white text.
3. Typography Rules
Font Family
- Display + Body:
"Charlie Display"(display sizes),"Charlie Text"(body), withsystem-ui,-apple-system,"Segoe UI",Roboto,Helvetica,Arial,sans-seriffallback chain - Mono:
"SF Mono",Monaco,Consolas,"Courier New",monospace— used in code blocks, developer-facing pages, API documentation - Charlie is Atlassian’s custom commercial typeface family (Sydney-foundry collaboration); previously the system used a hand-drawn wordmark + Adelle Sans / Inter combo, but the current marketing surface is built on Charlie Display for headlines and Charlie Text for everything else
Hierarchy
| Role | Font | Size | Weight | Line Height | Tracking | Notes |
|---|---|---|---|---|---|---|
| display-hero | Charlie Display | 80 | 700 | 1.0 | -0.03em | Landing-page hero only |
| display-lg | Charlie Display | 56 | 700 | 1.05 | -0.02em | Product overview heroes |
| display | Charlie Display | 48 | 700 | 1.08 | -0.02em | Section heroes |
| h1 | Charlie Display | 40 | 700 | 1.1 | -0.018em | Page titles |
| h2 | Charlie Display | 32 | 600 | 1.2 | -0.012em | Major section heads |
| h3 | Charlie Display | 24 | 600 | 1.25 | -0.005em | Sub-section heads |
| h4 | Charlie Text | 20 | 600 | 1.3 | 0 | Card titles |
| h5 | Charlie Text | 16 | 600 | 1.35 | 0 | Inline sub-heads |
| eyebrow | Charlie Text | 13 | 600 | 1.4 | 0.06em uppercase | Section markers, product-family labels |
| body-lg | Charlie Text | 18 | 400 | 1.55 | 0 | Hero subhead, lead paragraphs |
| body | Charlie Text | 16 | 400 | 1.55 | 0 | Default body copy |
| body-sm | Charlie Text | 14 | 400 | 1.5 | 0 | Secondary descriptions, footnotes |
| body-emphasis | Charlie Text | 16 | 600 | 1.55 | 0 | Inline bold emphasis |
| label | Charlie Text | 13 | 500 | 1.4 | 0 | Form labels, input metadata |
| caption | Charlie Text | 12 | 500 | 1.4 | 0.02em | Metadata, legal copy, badge text |
| micro | Charlie Text | 11 | 600 | 1.3 | 0.04em uppercase | Tag pills, micro labels |
| code-inline | SF Mono | 14 | 400 | 1.5 | 0 | Inline code, API path references |
| code-block | SF Mono | 14 | 400 | 1.6 | 0 | Code blocks, developer snippets |
| button | Charlie Text | 14 | 600 | 1 | 0 | Default button label |
| button-large | Charlie Text | 16 | 600 | 1 | 0 | Hero CTA label |
Principles
- Charlie carries the brand voice. The custom Charlie Display +
Charlie Text pair is what separates Atlassian’s marketing surface
from generic Inter / Helvetica enterprise sites. The cuts are
slightly humanist — the
aandghave a touch of warmth that matches the “team work made easy” voice. - Bold lives in display only. 700 weight is reserved for display-hero through h1. h2 and h3 drop to 600. Body never goes above 600 except for inline emphasis.
- Tracking tightens with size. Display-hero at
-0.03emis two full steps tighter than body (0). The 80px headline needs negative tracking to feel typographically engineered rather than oversized. - Line height widens at small sizes. Body at 1.55 line-height is deliberately generous for long-form scanning in trust strips, feature descriptions, and pricing tables.
- Uppercase eyebrows mark product families. “JIRA SOFTWARE”,
“CONFLUENCE”, “TRELLO” eyebrows above headlines use 13px Charlie
Text 600 uppercase with
0.06emtracking — a structural pattern borrowed from enterprise software lineage (Microsoft 365, IBM Carbon use similar marks). - Mono is developer-facing only. SF Mono appears in API documentation, code blocks, and the Bitbucket / Compass developer pages — never on the corporate marketing surface or pricing pages.
- Prose width caps at 720px inside the 1280px page frame. Multi-column layouts appear in feature comparison tables and product-card grids, never in long-form copy.
- Numerals are tabular in tables. Pricing tables enforce
tnumon the Charlie Text variant so column alignment stays clean across rows.
4. Component Stylings
Buttons (5 variants)
Primary (the signature blue CTA)
- Background:
#1868DB - Text:
#FFFFFFat 14px Charlie Text 600 - Padding:
10px 16px(default) ·12px 20px(large) - Height: 40 (default) · 48 (large)
- Radius: 3 (Atlaskit micro-radius — Atlassian’s CTA is slightly more rectilinear than the pill style of Linear or Stripe)
- Border: none
- Hover: bg deepens to
#0747A6over 150ms - Active: bg
#0747A6+ subtle inset shadow - Focus:
0 0 0 3px rgba(76,154,255,0.4)ring - Use: primary CTA — “Try it free”, “Get Jira free”, “Start your free trial”
Secondary (ghost)
- Background:
#F4F5F7(subtle grey fill, not transparent) - Text:
#172B4Dat 14px Charlie Text 600 - Border: none
- Radius: 3
- Hover: bg deepens to
#DFE1E6over 150ms - Use: secondary CTA on hero — “Watch demo”, “See pricing”
Subtle (text-button)
- Background: transparent
- Text:
#1868DBat 14px Charlie Text 600 - Padding:
10px 12px - Hover: bg
#DEEBFF(brand-tinted wash) - Use: tertiary nav, “Learn more →”, inline page actions
Link button (with chevron)
- Background: transparent
- Text:
#1868DBat 14px Charlie Text 600 - Trailing chevron icon at 12px,
currentColor - No underline by default; underline appears on hover
- Use: “See all products →”, “Read the docs →”
Destructive
- Background:
#DE350B - Text:
#FFFFFF - Radius: 3
- Hover: bg
#BF2600 - Use: workspace-delete / data-removal confirmations only
Cards (4 variants)
Standard card
- Background:
#FFFFFF, Border:1px solid #DFE1E6, Radius: 8 - Padding: 24, Shadow:
0 1px 2px rgba(9,30,66,0.08) - Hover: shadow lifts to
0 4px 8px rgba(9,30,66,0.12), no transform - Use: feature blocks, doc cards, customer-story tiles
Product card (the signature constellation tile)
- Background:
#FFFFFFwith brand-tinted top stripe#DEEBFFat 8px height - Border:
1px solid #DFE1E6, Radius: 12 - Padding: 32, Shadow:
0 1px 2px rgba(9,30,66,0.08) - Product wordmark + icon at top (Jira / Confluence / Trello / Bitbucket — each in sibling blue)
- Hover: shadow lifts + brand-tinted stripe widens to 12px over 240ms
- Use: product overview grids — the “Atlassian Together” constellation pattern
Tinted brand card
- Background:
#DEEBFF, Border: none, Radius: 12, Padding: 32 - Use: featured callouts, “Get started with Atlassian” panels, plan-comparison highlight
Customer-story card
- Background:
#FFFFFF, Border:1px solid #DFE1E6, Radius: 8 - Padding: 32, includes customer logo (greyscale), pull-quote in 20px Charlie Display 600, attribution row
- Use: “Trusted by” section, case-study grids
Badges, Tags, Pills (Atlaskit Lozenges)
Lozenge (subtle)
- Background:
#DEEBFF(brand-tinted) or semantic-tinted bg - Text: brand or semantic ink at 11px Charlie Text 600 uppercase
- Border: none, Radius: 3
- Padding: 2px 6px
- Use: status tags — “NEW”, “BETA”, “DEPRECATED”, “RECOMMENDED”
Lozenge (bold)
- Background: brand or semantic fill (e.g.,
#1868DB) - Text:
#FFFFFFat 11px Charlie Text 600 uppercase - Use: emphasized status — “REQUIRED”, “URGENT”, “PREMIUM”
Product wordmark badge
- Inline wordmark with product icon — used to denote which Atlassian product a feature belongs to; sibling-blue inks the wordmark, icon inherits the same colour
Inputs / Forms
Text input
- Background:
#FAFBFC, Border:2px solid #DFE1E6, Radius: 3 - Height: 40, Padding:
8px 12px - Font:
14px Charlie Text 400, Text:#172B4D, Placeholder:#6B778C - Hover: bg
#EBECF0 - Focus: bg
#FFFFFF, border2px solid #1868DB - Error: border
2px solid #DE350B, with error message below at 12px in#DE350B - Use: signup forms, search, dashboard filters
Select — same shell as input + chevron icon at 12px #42526E; dropdown menu uses popover styling (shadow + 8 radius)
Checkbox / Radio — 16 × 16, 2px border #DFE1E6, 2px radius (checkbox) or pill (radio); checked fill is brand #1868DB with white checkmark / dot
Navigation
Top nav (sticky marketing header)
- Height: 64px, Background:
rgba(255,255,255,0.95)withbackdrop-filter: blur(8px) - Border-bottom:
1px solid #DFE1E6 - Atlassian-A wordmark on left at 24px height, in brand blue
- Mega-menu nav (Products / Solutions / Why Atlassian / Resources / Pricing)
- Right side: “Sign in” subtle button + “Try it free” primary CTA
- Mega-menu opens on hover with brand-tinted product cards inside
Mega-menu panel
- Background:
#FFFFFF, Border:1px solid #DFE1E6, Radius: 12 (bottom only) - Shadow:
0 24px 32px rgba(9,30,66,0.16) - Multi-column grid: 3–4 columns of product cards + a featured panel on the right
- Each item: product wordmark + 1-line description + chevron
Footer
- Background:
#FFFFFF, Border-top:1px solid #DFE1E6 - 5-column grid: Products / Solutions / Resources / Company / Get Started
- Atlassian-A wordmark + product family lockups at bottom
- Legal row: copyright, privacy, terms, sitemap links in 12px
#6B778C
Tooltips & Popovers
Tooltip: #172B4D background (inverted!), Text #FFFFFF at 12px Charlie Text 400, Radius 3, Padding 4px 8px, Shadow 0 4px 8px rgba(9,30,66,0.24). Auto-positioned with 8px offset from anchor.
Popover (menu, dropdown): #FFFFFF background, 1px solid #DFE1E6 border, Radius 8, Shadow 0 8px 16px rgba(9,30,66,0.16). List items: 12px 16px padding, hover bg #F4F5F7.
Flag (Atlassian’s toast pattern)
Bottom-right stack, each flag is #FFFFFF with semantic-coloured left border at 4px, Radius 3, Shadow 0 8px 16px rgba(9,30,66,0.16), semantic icon, title in 14px Charlie Text 600, body 14px/400. Auto-dismiss 6 seconds; respects reduced motion.
Modals
Centered overlay on rgba(9,30,66,0.54) scrim (warm navy, not black). Dialog: #FFFFFF, Radius 8, Padding 32, max-width 600. Title at h3 (24px Charlie Display 600), body 16px/400, action row pinned to footer with primary CTA on right.
5. Layout Principles
Spacing System
- Base unit: 4px
- Scale:
[0, 4, 8, 12, 16, 24, 32, 48, 64, 96, 128] - The system favours the standard 8-point ladder with 4 / 12 as sub-steps for tighter in-component spacing. There’s almost no use of 6 / 10 / 14 / 20 — the rhythm is firmly multiples-of-4.
- Density is enterprise-marketing: 16–24px between rows in product cards, 48–64px between sub-sections, 96–128px between major page sections.
Grid & Container
- Page width: 1280px max (slightly wider than Linear’s 1024)
- Prose width: 720px — long-form copy caps at this width inside the 1280 frame
- Gutter: 24px on desktop, 16px on mobile
- Grid: 12 columns on tablet+, 4 columns on mobile
- Hero treatment: full-bleed bg + centred 1280 content; product screenshot lives inside a tinted brand card, not full-bleed
- Product constellation grid: 2 × 2 or 4 × 1 product cards (depending on viewport), each card equal-width — the calm structured layout is itself the brand signal
Whitespace Philosophy
Atlassian’s whitespace is generous in a structured way — not the “airy minimalism” of Apple, not the “industrial dense” of Linear, but a corporate-confident middle ground. Section gutters are large (96px between major sections), but within sections the density is moderate (16–24px between rows). The result reads as confident breathing room rather than emptiness or compression.
Section Cadence
The site alternates between three section ground tones to break visual monotony across long landing pages:
- White
#FFFFFF— default section ground - Subtle grey
#FAFBFC— alternate sections, customer-logo trust strips - Brand-tinted
#DEEBFF— featured callouts, “Get started with Atlassian” CTA bands
Major landing pages cycle through this pattern: White → Grey → White → Brand-tinted CTA → Grey → White footer. The pattern is structural, not decorative.
6. Shapes & Radius Scale
| Tier | px | Use |
|---|---|---|
| Micro | 2 | Inline tags, chip corners |
| Standard | 3 | Buttons, inputs, lozenges (Atlaskit’s signature small radius) |
| Comfortable | 4 | Secondary tag pills, small badges |
| Relaxed | 8 | Default cards, popovers, modal bodies, mega-menu panels |
| Large | 12 | Product cards, tinted brand cards, hero panels |
| Featured | 16 | Customer-story cards, large feature blocks |
| Pill | 9999 | Status pills (rare), avatar mode, segmented controls |
The Atlassian-distinctive choice is the 3px button radius — small enough to read as nearly square, large enough to feel modern. It’s quieter than the pill geometry of Linear / Stripe but more contemporary than IBM Carbon’s true square corners. This 3px radius runs through buttons, inputs, and Lozenge badges, creating a coherent “Atlaskit shape language” across the site.
There are no zero-radius elements except section dividers (1px hairline
rules) and full-bleed image bands. Compound radii appear in modal
headers (8 8 0 0) and product cards (the brand-tinted top stripe
follows the card’s 12 12 0 0 curve).
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | flat — #FFFFFF only | page canvas |
| 1 | #FFFFFF + 0 1px 2px rgba(9,30,66,0.08) | default cards, product cards |
| 2 | #FFFFFF + 0 4px 8px rgba(9,30,66,0.12) | card hover, raised panels |
| 3 | #FFFFFF + 0 8px 16px rgba(9,30,66,0.16) | popovers, menus, mega-menu |
| 4 | #FFFFFF + 0 24px 32px rgba(9,30,66,0.24) + scrim | modal dialogs |
| 5 | #172B4D + 0 4px 8px rgba(9,30,66,0.24) | tooltips (inverted) |
Shadow Philosophy
Atlassian uses navy-tinted shadows as a distinctive choice —
rgba(9,30,66,0.08) rather than the typical rgba(0,0,0,0.1). The
shadow inherits the warmth of the brand navy, which means cards feel
like they belong to the Atlassian colour family rather than floating
abstractly. The progression from level 1 (1px / 0.08) to level 4
(24px / 0.24) is roughly geometric — each step roughly doubles in
spread and bumps alpha by 4 percentage points.
Borders and shadows are used together, not as alternatives. A
standard card has both a 1px #DFE1E6 border and a 1px navy-tinted
shadow. The border reads as the structural edge, the shadow reads
as the elevation. Together they signal “this is a discrete object
on the canvas” without needing aggressive depth.
8. Interaction & Motion
Easing curves
- ease-standard:
cubic-bezier(0.4, 0, 0.2, 1)— default for hover, state transitions - ease-emphasized:
cubic-bezier(0.2, 0, 0, 1)— modal enter, mega-menu open - ease-out:
cubic-bezier(0, 0, 0.2, 1)— settling motions, scroll-fade - ease-in-out:
cubic-bezier(0.4, 0, 0.6, 1)— looped accents (rare)
Duration buckets
- fast: 150ms — button hover, link colour shifts, lozenge state changes
- standard: 240ms — card hover, popover open, tooltip appearance
- slow: 320ms — modal enter, mega-menu drop, scroll-reveal
Per-component micro-states
- Primary CTA hover: bg
#1868DB → #0747A6over 150ms ease-standard; no transform - Card hover: shadow lifts from level 1 to level 2 over 240ms ease-standard; no transform
- Product card hover: brand-tinted top stripe widens from 8px to 12px + shadow lifts over 240ms
- Link hover: colour shifts
#1868DB → #0747A6over 150ms; underline appears - Mega-menu open: opacity 0 → 1 + translateY(-8px) → 0 over 240ms ease-emphasized
- Modal enter: scrim fade 320ms + dialog scale 0.96 → 1 + opacity over 240ms ease-emphasized
- Flag (toast) enter: slide from
translateX(16px)+ opacity, 320ms ease-emphasized; auto-dismiss after 6s - Tooltip appearance: opacity 0 → 1 over 150ms after 500ms hover delay
Page transitions
Atlassian uses opacity-only page transitions on marketing — full opacity 0 → 1 over 240ms. Scroll-reveal for in-view content uses opacity + 16px translateY → 0 over 320ms. Product constellation grids stagger reveal across cards with 60ms delay between siblings.
Reduced motion
Respects prefers-reduced-motion: reduce. All transforms disabled,
all translations reduced to opacity-only at the same durations. The
mega-menu still opens but without the translateY slide. Scroll-reveal
becomes instant.
9. Accessibility & A11y
Contrast pairs
- #172B4D on #FFFFFF (body): 13.6 — AAA at all sizes
- #42526E on #FFFFFF (secondary): 7.6 — AAA at body sizes
- #6B778C on #FFFFFF (tertiary): 4.6 — AA at body sizes (use sparingly at small)
- #FFFFFF on #1868DB (CTA text on brand): 7.2 — AAA at body sizes
- #1868DB on #FFFFFF (link): 7.4 — AAA at all sizes
- #0747A6 on #FFFFFF (link hover): 9.8 — AAA
- #FFFFFF on #172B4D (tooltip): 13.6 — AAA
Focus indicators
All interactive elements ship a focus ring: 0 0 0 3px rgba(76,154,255,0.4) (a brand-tinted outer halo at 40% alpha).
Implemented as box-shadow not outline so it composites cleanly
over rounded borders. Inputs receive a 2px solid brand border
#1868DB on focus in addition to the outer ring. The focus state
is always visible — Atlassian’s design system explicitly forbids
outline: none without a replacement.
ARIA patterns
- Mega-menu:
role="menu"+aria-expandedon trigger +aria-haspopup="true" - Tabs (product overview):
role="tablist"+role="tab"+role="tabpanel"witharia-selectedandaria-controls - Dialog:
role="dialog"+aria-modal="true"+aria-labelledbypointing to title - Flag (toast):
role="status"+aria-live="polite"for informational,aria-live="assertive"for errors - Lozenge: state in
aria-label(e.g.,aria-label="Status: in progress") - Form errors:
aria-invalid="true"+aria-describedbylinking to error message
Keyboard nav
Tab order: skip-to-content → header logo → mega-menu nav items → header CTAs → hero CTA → in-page sections → footer. Mega-menu opens with Enter / Space on the trigger; arrow keys navigate items within; Esc closes. Modal focus is trapped within the dialog; Esc dismisses. All buttons and links reachable via keyboard with visible focus rings.
Screen reader hints
- Icon-only buttons carry
aria-label(e.g.,aria-label="Search Atlassian") - Decorative product wordmark icons get
aria-hidden="true"when the wordmark text is already present - Product cards include the product name in
aria-labelfor context - Trust-strip customer logos use
<img alt="">(decorative) or descriptive alt when the logo is the primary content
Reduced motion
Honoured globally (see §8). Auto-playing product demo videos in heroes pause and show a play button when reduced-motion is set. Animated illustrations freeze on a default frame.
10. Responsive Behavior
| Breakpoint | px | Layout |
|---|---|---|
| mobile | < 640 | single-column, 16px gutter, h1 → 32px, hero CTA stacks full-width |
| tablet | 640–1023 | 2-column on splits, 20px gutter, h1 → 36px, mega-menu collapses to drawer |
| desktop | 1024–1279 | 3-column product grid, 24px gutter, h1 → 40px |
| wide | 1280–1535 | full 12-col 1280 layout, 4-column product grid |
| ultra | ≥ 1536 | page caps at 1280 — content stays centred, side margins grow |
Touch targets
Minimum 44 × 44 on mobile. Buttons grow vertical padding from 10 to 14 (CTA from 40px → 48px height). Icon buttons grow from 32 × 32 to 44 × 44. Tap targets retain the 3px radius — fingerprint matches desktop.
Collapsing strategy
- Header mega-menu collapses to hamburger drawer at ≤ 1023
- Product constellation grid: 4-up → 2-up → 1-up across breakpoints
- Pricing table becomes horizontally-scrolling card list at ≤ 768
- Footer 5-column grid collapses to 2-column at ≤ 768, single-column at ≤ 480
- Long-form prose stays at 100% width with 16px side gutters on mobile
Image behavior
Product screenshots use aspect-ratio: 16 / 10 and object-fit: cover with loading=lazy. SVG product wordmarks and the Atlassian-A mark are inline SVG with currentColor fills so they inherit semantic colour. Hero illustrations use loading=eager + priority hints. Customer logos in trust strips are greyscale by default and respect prefers-color-scheme (though Atlassian’s marketing surface is light-only).
Container queries
Used in product cards where the layout switches from horizontal (wordmark + description side-by-side) to vertical (stacked) based on container width below 320px — important for embedded product cards in narrower sidebar contexts.
11. Content & Voice
Tone
Helpful, confident, slightly Australian-laid-back. Atlassian writes like a seasoned product manager who’s tired of jargon: declarative, present-tense, allergic to corporate hedging. Headlines aim for plain-English clarity over cleverness — “Move work forward” beats “Synergise your workflow”. Slight humour appears in microcopy and empty states but never in heroes.
Microcopy patterns
- Button verbs: “Try it free”, “Get Jira free”, “Start your free trial”, “See pricing”, “Watch demo”, “Sign in”. Short, imperative, present-tense. The “free” is foregrounded in CTAs — the freemium-tier fact is a primary value proposition.
- Errors: format
<friendly noun phrase>. <one-sentence reason>. <suggested action>.Example: “Couldn’t load your boards. Check your connection and try again.” - Success confirmations: brief, occasionally warm. Example: “Issue created” (no exclamation), “Welcome back!” (greetings get exclamations).
- Progress: “Loading your workspace…” or “Almost there…” (the second is slightly Australian-warm).
Empty states
Empty list views in marketing demos show: short headline (e.g., “No issues yet — let’s create your first one”), one-line orientation, a primary CTA, and often a small illustration (geometric, restrained — never cartoonish). The tone is encouraging without being saccharine.
CTA verb conventions
The verb ladder Atlassian uses, in observed frequency:
- Try it free — top-of-page hero CTA, used across product lines
- Get Jira free / Get Confluence free — product-specific hero variant
- Start your free trial — pricing-page primary
- See pricing — secondary on landing pages
- Watch demo — secondary on product overview
- Sign in — utility nav (always plain “Sign in”, not “Log in”)
- Talk to sales — enterprise tier CTA, never “Contact us”
Atlassian foregrounds the freemium-tier fact directly in the CTA verb (“Try it free”, “Get Jira free”) — unlike Linear which keeps the “free” claim in subhead copy below the CTA. This is a deliberate freemium-funnel signal: the page is for self-serve trial, not sales-led demo.
12. Dark Mode & Theming
Light-first marketing surface — no public dark variant. Atlassian’s
in-product editors (Jira, Confluence, Bitbucket, Trello) all support
a dark theme inside the app, but the marketing surface at
atlassian.com ships in light mode only. The brand identity is the
Atlassian Blue on white canvas; inverting it would weaken brand
recognition and undercut the four-product wordmark family which is
all calibrated against the white ground.
If a downstream system needs to derive a dark variant from these tokens (e.g., for a dark-mode docs portal or internal tooling):
colors-dark:
bg: '#0D1117'
surface: '#161B22'
surface-alt: '#21262D'
text: '#F0F6FC'
text-secondary: '#B3BAC5'
text-tertiary: '#6B778C'
brand: '#4C9AFF' # lighter Atlassian Blue for dark surfaces
brand-deep: '#1868DB'
brand-soft: 'rgba(76,154,255,0.16)'
border: '#30363D'
on-brand: '#FFFFFF'But Atlassian’s own marketing surface stays light. This is intentional and central to the brand recognition pattern.
13. Lineage & Influences
Atlassian sits at the intersection of two design lineages — the enterprise productivity software canon (Microsoft 365, Google Workspace, IBM Carbon) and the modern B2B SaaS marketing surface (Linear, Notion, Slack). The visual system inherits the IBM/Microsoft-era enterprise structure: grid-locked product cards in constellation layouts, certification-style trust strips (“Trusted by 85% of the Fortune 500”), and the multi-product portfolio messaging that says “we’re not one tool, we’re an integrated suite”. But Atlassian softens that enterprise rigour with three contemporary moves — Slack’s friendly-blue palette warmth, Notion’s collaboration- first emotional pitch, and Linear-class commitment to clean type and structured density.
The signature Atlassian move — anchoring everything to one corporate cobalt that traces back to the Atlassian-A mark, then letting four product wordmarks each occupy a sibling blue inside that family — descends from Olympic-rings family-of-marks identity systems and from broadcast-network parent/sub-brand architectures. It’s a deliberate choice: rather than letting each product develop its own colour identity (the Adobe Creative Suite path), Atlassian binds the family visually to the parent. The Atlassian-A mark itself — a two-peak silhouette in cobalt — is distinctive enough to function as a brand shorthand at favicon scale.
What Atlassian rejects: Linear’s dark-canvas conviction, Stripe’s chromatic-gradient marketing flex, and the playful hand-drawn illustration register of older B2B SaaS (Mailchimp, Slack circa 2018). The current marketing surface is structured, blue-anchored, type-led — upmarket without being austere.
Influences:
- Linear — Modern B2B dev-tool peer; clean type discipline, dense product surface, marketing-as-product philosophy. Atlassian’s Charlie type system shares Linear’s commitment to a custom commercial typeface as brand signal (linear.app)
- Slack — Friendly-blue collaboration tone; Atlassian’s blue shares Slack’s warm-cobalt register. There’s also direct ecosystem lineage — Stewart Butterfield’s original Slack was Atlassian-adjacent before becoming Salesforce (slack.com)
- Notion — Collaboration-platform marketing voice; the “team work made easy” emotional register descends from Notion’s “your team’s wiki, but better” pattern (notion.so)
- Microsoft 365 — Enterprise multi-product portfolio architecture; trust-strip + product-card constellation pattern, certification-style enterprise-credibility messaging (microsoft.com/microsoft-365)
14. Do’s and Don’ts
Do
- Anchor every brand-bearing surface to Atlassian Blue
#1868DB. The blue is the single most recognisable element of the system. - Use the four-product wordmark family (Jira / Confluence / Trello / Bitbucket) with each product’s sibling blue — the family-of-marks pattern is structural, not decorative.
- Treat the Atlassian-A wordmark as the parent identity. It always appears in cobalt or white (on dark surfaces), never in another colour.
- Use the Charlie Display + Charlie Text type pair for marketing surfaces. Fall back to system-ui only when Charlie isn’t licensed.
- Cap page width at 1280px on wide displays. Content stays centred, side margins grow on ultra-wide.
- Use the 3px Atlaskit button radius — the small-but-not-square corner is a coherent shape signature across buttons, inputs, and Lozenges.
- Apply navy-tinted shadows
rgba(9,30,66,0.08–0.24)for elevation — the warmth keeps cards in the Atlassian colour family. - Use brand-tinted callouts (
#DEEBFFbg) for featured panels and “Get started” bands — the soft blue wash reads as inviting. - Render product cards in calm structured constellations (2 × 2, 4 × 1) — the grid itself is the brand signal.
- Foreground “free” in CTA verbs (“Try it free”, “Get Jira free”) — the freemium-funnel signal is intentional.
- Honour
prefers-reduced-motion— translations become opacity-only, staggered reveals become instant. - Use uppercase eyebrows in 13px Charlie Text 600 with
0.06emtracking to mark product-family sections.
Don’t
- Don’t introduce a second saturated anchor colour. The chromatic budget is Atlassian Blue + the four-product blues + semantic four.
- Don’t centre H1s. Atlassian’s headlines are left-aligned on desktop, period.
- Don’t use pure black
#000000for body type. The body ink is navy-leaning#172B4D— warmer, less harsh. - Don’t use pill-shape
9999for primary CTAs. Atlassian’s CTA is the 3px Atlaskit radius, not the pill of Linear / Stripe. - Don’t ship a dark marketing surface. The brand identity is the blue-on-white pairing; inverting it weakens recognition.
- Don’t replace Charlie with a generic Inter / Helvetica fallback unless explicitly degrading — the custom Charlie cuts are central to the contemporary voice upgrade.
- Don’t apply playful hand-drawn illustration to primary surfaces. Illustration is restrained, geometric, in brand-family colours.
- Don’t let product wordmarks float in non-blue colours. Each
product wordmark sits in its sibling blue (Jira
#2684FF, Confluence#1868DB, Trello#0079BF, Bitbucket#205081). - Don’t use sharp
0pxradius on any container. Even section dividers are 1px rules, not zero-radius surfaces. - Don’t use outline-style focus rings without a box-shadow replacement. The brand-tinted outer halo is non-negotiable.
- Don’t write CTAs that hide pricing (“Learn more about pricing”, “Explore plans”). Use “See pricing” — direct, plain-English.
- Don’t stack more than one primary CTA on a single screen. The blue CTA is high-contrast; competing primaries dilute the eye anchor.
15. Agent Prompt Guide
Quick Color Reference
bg: #FFFFFF
text: #172B4D
text-secondary: #42526E
text-tertiary: #6B778C
brand: #1868DB
brand-deep: #0747A6
brand-soft: #DEEBFF
link: #1868DB
border: #DFE1E6
surface-alt: #F4F5F7
on-brand: #FFFFFF
success: #36B37E
warning: #FFAB00
danger: #DE350B
brand-jira: #2684FF
brand-trello: #0079BF
brand-bitbucket: #205081Example Component Prompts
-
Hero: “Create a hero section on
#FFFFFFbackground with a left-aligned 56px Charlie Display headline at weight 700 and-0.02emtracking in#172B4D, body copy at 18px/400 in#42526Ecapped at 720px reading width, and two CTAs side-by-side: a primary button filled#1868DBwith#FFFFFFtext reading ‘Try it free’ at 16px Charlie Text 600 with 3px radius, plus a secondary ghost button with#F4F5F7bg and#172B4Dtext reading ‘See pricing’.” -
Product card (constellation tile): “Design a product card with
#FFFFFFbackground, 12px radius, 1px#DFE1E6border, and a brand-tinted top stripe in#DEEBFFat 8px height. Include the product wordmark at top (e.g., Jira in#2684FF), title at 20px Charlie Text 600, body at 14px/400 in#42526E, and a ‘Learn more →’ link button in#1868DBat the bottom. On hover, lift shadow from0 1px 2px rgba(9,30,66,0.08)to0 4px 8px rgba(9,30,66,0.12)and widen the top stripe from 8px to 12px over 240ms.” -
Lozenge (status badge): “Render an Atlaskit Lozenge with 3px radius,
#DEEBFFbackground,#1868DBtext at 11px Charlie Text 600 uppercase with0.04emtracking, padding 2px 6px. Vary the tint to map to status: brand#DEEBFF/#1868DB(in-progress), success#E3FCEF/#36B37E(done), warning#FFFAE6/#FFAB00(caution), danger#FFEBE6/#DE350B(blocked).” -
Primary CTA button: “Create a primary CTA button: 3px radius,
#1868DBbackground,#FFFFFFtext at 14px Charlie Text 600, padding 10px 16px, height 40. Hover: bg deepens to#0747A6over 150ms. Focus:0 0 0 3px rgba(76,154,255,0.4)outer ring. Label: ‘Try it free’ (the verb foregrounds the freemium-tier signal).” -
Sticky mega-menu nav: “Build a 64px-tall sticky nav with
rgba(255,255,255,0.95)background andbackdrop-filter: blur(8px). Atlassian-A wordmark on the left in#1868DBat 24px height, mega-menu nav items in middle (Products / Solutions / Pricing / Resources) at 14px Charlie Text 500 in#172B4D, right side has a subtle ‘Sign in’ button + primary blue ‘Try it free’ CTA. Border- bottom1px solid #DFE1E6; no shadow on scroll, just the border.” -
Trust strip: “Design a customer trust strip on
#FAFBFCbg, centred eyebrow text ‘TRUSTED BY 85% OF THE FORTUNE 500’ in 13px Charlie Text 600 uppercase#6B778Cwith0.06emtracking, then a horizontal row of 5–7 greyscale customer logos at 24px height, evenly spaced across the 1280 frame with 48px gaps.”
Iteration Guide
- The blue is the brand. If your primary CTA isn’t
#1868DB, you’ve missed the central anchor. The blue carries CTAs, links, the Atlassian-A mark, and is the parent of the four-product wordmark family. - Charlie or system fallback. Prefer Charlie Display + Charlie
Text when licensed; degrade to
system-uicleanly. Never substitute a free Google sans (Inter, Roboto) and claim brand fidelity — the custom Charlie cuts are part of the recent visual upgrade. - 3px radius, not pill. Atlassian’s button geometry is the Atlaskit 3px micro-radius — small enough to read as nearly square, large enough to feel modern. Don’t substitute pill (9999) — that’s Linear / Stripe vocabulary.
- Navy-tinted shadows. Use
rgba(9,30,66,0.08–0.24)rather than pure black — the warmth keeps cards inside the Atlassian colour family. Don’t reach for cold black shadows. - Four-product wordmark family. When showcasing the product
portfolio, render each wordmark in its sibling blue (Jira
#2684FF, Confluence#1868DB, Trello#0079BF, Bitbucket#205081) — the family-of-marks pattern is structural identity. - Brand-tinted callouts read as invitations. Use
#DEEBFFpanels for “Get started with Atlassian” bands and featured product highlights — the soft blue wash is the warm CTA mood. - Generous structure, not airy minimalism. Atlassian’s whitespace is corporate-confident — 96px between major sections, 16–24px within sections. Don’t compress to Linear-density or inflate to Apple-airiness.
- Foreground “free” in CTA verbs. “Try it free” beats “Get started” for Atlassian — the freemium-funnel signal is intentional and differentiates from sales-led enterprise CTAs.
Theme-toggle audit: score=0, signals=[none]
Drop atlassian into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add atlassian 2 · ship landing page
npx agentkit init --design atlassian