Atlassian Grand Prix

With Atlassian’s partnership with Williams Racing, we introduce a fun twist on the Atlassian Ace logo mark.

Context

Atlassian became the title and technology partner of the legendary Williams Racing team in February 2025.

The use of the official Atlassian Williams Racing lockup is tied to lots of levels of approvals, so we set out to design a brand that references Atlassian and Racing. A logo that would be still be recognizable as the iconic Atlassian Ace logo mark, but also reflects the spirit of racing.

Role

Creative direction | Project management | Brand design

Atlassian Grand Prix

The goal I set out to achieve was to make the iconic Atlassian Ace logo mark a looping racetrack.

Using the primary color palette I highlighted parts of the racetrack. The green outline on the longest striaght stretch representing the start-finish, purples for the corners, and yellow for the inevitable overlap of the loop.

The racetrack is light hearted and playful, and is primarily used at Atlassian organized watch parties and activations we call “Pit Stops.”

Circuits

Using the same visual language, Atlassian’s product logos have also begun to undergo the Atlassian Grand Prix treatment.

Starting with the Atlassian Teamwork Collection suite of products, they’re also the first products that the Atlassian Williams Racing team have started to use as they modernize their technology platform.

I can’t say anymore, but stay tuned for some product focused racing news, vroom vroom for now!

Pit Stops

During Grand Prix weekend, Atlassian’s social channels feature a lot of Atlassian Racing Content. Sporting the Atlassian Grand Prix racetrack as the profile photo for every circuit.

The Atlassian office where the race takes place is also transformed into a fan zone, with activations, racing simulators, and driver & greets. An activity filled fan experience leading up to the watch party.