Copywriting

These guidelines are for talking about Atlassian, its brand and products. It contains values, brand, voice and tone, capitalization, and products and features.

Use the product guidelines for writing copy in software – error messages, tool tips, and other UI copy.

Our values

When described formally as "the Atlassian Values," they can be capitalized. More often than not though, they will just be mentioned mid-sentence as "our values" or "values" and don't need to be capitalized.

Don't write the values as title case in the middle of a sentence. Instead, capitalize the first letter, and italicize them. Such as:

  • We decided not to do this because it wasn't very Open company, no bullshit.

In external communications, use the full value name only, not the abbreviation. ("Be the change you seek" and not "BTCYS")

Values copy

These are the values that guide our business, our product development, and our brand. They're what we look for in every employee. As our company continues to evolve and grow, these five values remain constant.

Open company, no bullshit

Atlassian embraces transparency wherever at all practical, and sometimes where impractical. All information, both internal and external, is public by default. We are not afraid of being honest with ourselves, our staff and our customers.

Build with heart and balance

Every day we try to build products that are useful and that people lust after. Building with heart means really caring about what we're making and doing – it's a mission, not just a job. When we build with balance we take into account how initiatives and decisions will affect our colleagues, customers, and stakeholders.

Don't f@%! the customer

When we make internal decisions we ask ourselves, "How will this affect our customers?" If the answer is that it would screw them, or make life more difficult, then we need to find a better way. We want the customer to respect us in the morning.

Play, as a team

We want all Atlassians to feel like they work with Atlassian, not for Atlassian. We think it's important to have fun with your workmates while working and contributing to the Atlassian team.

Be the change you seek

We think Gandhi had it pretty right when he said "We need to be the change we wish to see in the world." At Atlassian we encourage everyone to create positive change – we're constantly looking for ways to improve our company, our products and our environment.

Voice, tone and personality

Voice is your personality, tone is your mood. One way we define Atlassian's voice is bold. If one of our developers were to write an educational piece about how to avoid outages, and poke fun at our own mistakes, the tone of that blog could be self deprecating, while the voice still rings through as bold.

The Atlassian voice is direct, helpful, and friendly.

The Atlassian personality is bold, down to earth, and delightful.

We are…

Bold – brave but not cocky

Practical, with a wink – results oriented, but not boring

Optimistic – positive, but not delusional

Editorial

Capitalization

We use sentence case for almost everything that's not a proper noun, including headlines, subject lines, article and blog titles, calls to action, navigation items, job titles, and the vast majority of product features (for more on this, see Products and features below).

Exceptions:

  • Titles of conference talks or training sessions
  • Job titles when used in standalone context (such as business cards, speaker bios, or email signatures)
  • Certain product features can be put in title case if it borders on being a product itself, such as Blueprints. See more below in the Atlassian products section.

Industry terms

Words like agile, scrum, branch, agile, enterprise are part of the larger vernacular and should not be capitalized, even if they are a function or feature of our product.

Git, and coding languages such as Ruby on Rails, should be capitalized. When discussing features of related products – such as Automated Builds in Docker – defer to that product or company's own capitalization guidelines.

American English... mostly

Atlassian uses American English in marketing communications and product copy. Exceptions include communications directly from the founders, or blog posts from international employees. When writing about Atlassian, use your publication's spelling guidelines.

Products and features

The short version is that products are capitalized, but features are not.

Features

Most features in Atlassian products are not exclusive to us – many products have a "quick filter" or "branch" feature – so there is no need to capitalize them. Big features that border on being a product of its own (like Blueprints) are capitalized when used in a formal context ("Atlassian Blueprints") but not casual ("we made a blueprint for meeting notes"). These exceptions are discussed and made by the Marketing Team on a case–by–case basis.

When talking about a feature in an instructive fashion, feel free to italicize for clarity. For example: Atlassian Bitbucket contains a helpful branch feature to improve your development workflow.

Glossary

Each item here is listed with the capitalization that should be used if it were mid–sentence. For example, since add–on is listed here in all lowercase, it should be used in a sentence like so: "Have you seen the latest add–on?"

add–on

The umbrella term for plugins, integrations, language packs, blueprints, connectors and everything else that can be added onto or integration with an Atlassian application.

  • Do not ever use "apps"
  • In a sentence, add–on is not capitalized as it's not a specific Atlassian product.
plugin

A type of add–on that requires API integration

  • plugin, not plug–in
  • In a sentence, add–on is not capitalized as it's not a specific Atlassian product.
JIRA

Issue and project tracker for teams

  • Always write in all–caps as JIRA, never Jira.
  • Taglines
    • Plan, track, work
    • Issue and project tracking software
  • Product page
JIRA Service Desk

An add–on for JIRA that provides ticketing for internal IT service desk teams

  • Taglines
    • Collect, service, report
    • Solve more problems, faster
    • Service and support for internal IT teams
  • Functions as an add–on to JIRA
  • Always write JIRA in all caps, never as Jira
  • Use the full name – JIRA Service Desk – first, and then shorten to Service Desk subsequently if necessary.
  • Product page
JIRA Agile

An add–on for JIRA that enables teams to use agile methodologies

  • Formerly known as GreenHopper
  • Functions as an add–on to JIRA
  • Tagline
    • Agile project management for scrum or kanban teams
  • Always write JIRA in all caps, never as Jira
  • Use the full name – JIRA Agile – always. Do not shorten to Agile.
  • Product page
JIRA Capture

An add–on for JIRA that enables bug reporting

  • Formerly known as Bonfire
  • Functions as an add–on to JIRA
  • Tagline
    • Rapid bug reporting for session–based web application testing
  • Always write JIRA in all caps, never as Jira
  • Use the full name – JIRA Capture – always. Do not shorten to Capture.
  • Product page
Confluence

Collaboration software

  • Taglines
    • Team collaboration software
    • One place to share, find, and collaborate to get work done
    • Create & collaborate
  • Product page
Confluence Team Calendars

An add–on for Confluence that lets teams create collaborative calendars

  • Formerly known simply as Team Calendars (without the Confluence)
  • Tagline
    • Align people, projects, and events
  • Use the full name – Confluence Team Calendars – first, and then shorten to Team Calendars subsequently if necessary.
  • Product page
Confluence SharePoint Connector

An add–on for Confluence that connects Confluence with Microsoft SharePoint

  • Formerly known as SharePoint Connector (without the Confluence)
  • Tagline
    • Connect Confluence with Microsoft SharePoint
  • Use the full name – Confluence SharePoint Connector – first, then shorten to SharePoint Connector subsequently if necessary.
  • Product page
Confluence Questions

An add–on for Confluence that gives companies knowledge sharing and Q&A capabilities

  • Tagline
    • Ask once, educate forever
  • Use the full name – Confluence Questions – always. Do not shorten to Questions.
  • Product page
HipChat

Atlassian's hosted, private service for chat, video, and screen sharing

  • Always camel–cased: HipChat, not Hipchat
  • Taglines
    • Group chat and video chat built for teams
    • Bring your team to life
    • Group and 1:1 chat with audio, video, and screen sharing
  • Product page
Bitbucket Server

Enterprise code hosting and Git repository management

Bitbucket Cloud

Git and Mercurial code hosting for smaller teams

  • No camel–casing; Bitbucket, not BitBucket
  • Tagline
    • Your code, in the cloud
  • Product page
FishEye

Code browser for SVN code repositories

  • Always camel–cased: FishEye, not Fisheye
  • Do not use the abbreviation FeCru
  • Tagline
    • Search, track, and visualize code changes
  • Product page
Crucible

Peer code review software for Subversion (SVN), concurrent version systems (CVS), Perforce, and more

  • Do not use the abbreviation FeCru
  • Tagline
    • Collaborative peer code review
  • Product page
Bamboo

Continuous integration (CI) software

  • Tagline
    • Continuous integration, deployment, and release management
  • Product page
Clover

Code testing software for Java and Groovy

Marketplace

Online store where independent software developers sell add–ons for Atlassian products

  • Taglines
    • Find, try, and buy add–ons for Atlassian products
    • Over 1,000 add–ons for JIRA, Confluence, and our Dev Tools
  • Use the full name – Atlassian Marketplace – first, then shorten to Marketplace subsequently if necessary.
  • Use the when necessary. For example
    • Available in the Marketplace is correct.
    • Available in Marketplace is not.
  • Product page
Crowd

Single sign–on and identity management platform

  • Tagline
    • Identity management for users, web apps, and directory servers
  • Product page
SourceTree

Client for developers using Git and Mercurial that provides a graphical interface as opposed to using the command line

  • Always camel–cased: SourceTree, not Sourcetree
  • Tagline
    • Free Git and Mercurial desktop client for Mac or Windows
  • Product page
IDE Connector

Connects a developer's integrated development environment (IDE) with Atlassian products to receive notifications, statuses, etc.

  • Taglines
    • Manage issues, builds, and code reviews from within your IDE
    • Stay in your IDE, stay in the flow
  • Product page
University

A site with interactive and video tutorials to help customers learn how to use Atlassian products

  • Taglines
    • Interactive tutorials for learning Atlassian products
    • Get your team up to speed on Atlassian products, fast
  • Product page
Training

Resource for live in–person and online instructor–led training for Atlassian products

  • Tagline
    • Interactive tutorials for learning Atlassian products
  • Product page
OnDemand

Former description for certain products which are delivered in SaaS format, such as Confluence OnDemand

  • Deprecated: see Cloud and Atlassian Cloud Services for replacement terms
Atlassian OnDemand

Former brand and description for the deployment infrastructure used to deliver JIRA, Confluence and Bamboo in the cloud (SaaS)

  • Atlassian OnDemand was loosely used to describe our SaaS business
  • Deprecated: see Cloud and Atlassian Cloud Services for replacement terms
Download

Former description for products delivered in a downloadable format to be hosted by the customer. Was also known as behind the firewall or BTF.

  • Deprecated: see Server and Atlassian Cloud Services for replacement terms
Cloud

Top–level deployment option. Umbrella term to describe a SaaS deployment option for any Atlassian product

Server

A top–level deployment option

  • Single Server
    • Product goes onto one machine for about any deployment size. Suitable for the enterprise.
    • "Single" can be dropped in many contexts ("Are you running JIRA Server?")
  • Data Center
    • Product goes onto one machine for about any deployment size. Suitable for the enterprise.
Data Center

An option under the Server deployment offering for JIRA and Confluence. Runs on several servers at once

  • Refer to as
    • JIRA Data Center
    • Confluence Data Center
    • Never abbreviated to DC
Atlassian Cloud (Services)

Description of the services available for delivering our products in the cloud. Atlassian Cloud Services (or simply Atlassian Cloud) refers to all aspects of our SaaS business.

Enterprise

A suite of products and services geared towards the enterprise market – specifically, JIRA Data Center, Confluence Data Center, Premiere Support, Technical Account Management (TAM), and Enterprise partners

  • Capitalize both words – Atlassian Enterprise, not Atlassian enterprise
  • Product page
Experts

Atlassian's network of business partners that provide support, custom configurations, consultation, and other services for Atlassian products

  • Taglines
    • Every great superhero needs backup – so do we
    • Professional services through our network of global partners
  • Product page
Git Essentials

An integrated development solution for enterprise developers using Git, including JIRA, JIRA Agile, Bitbucket Cloud, Bitbucket Server, and Bamboo

  • Taglines
    • Complete development traceability
    • Take control of your dev workflow
  • Product page
Agile Ready

An integrated set of applications that helps agile development teams plan, build, and ship software. Includes JIRA, JIRA Agile, Confluence, and Confluence Team Calendars

  • Taglines
    • Great planning, great software
    • Great software starts with great planning
  • Product page
Dev Tools

An umbrella brand for Atlassian products to manage several aspects of software development. Includes Bitbucket Server, Bitbucket Cloud, SourceTree, Bamboo, FishEye, Crucible, Clover, and JIRA