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Atlassian Updates Jira Service Management Portal Branding Experience for Cloud Customers

Executive Summary

Atlassian has announced an upcoming update to the branding experience for Jira Service Management Cloud portals. From late November 2025, customers who have not customised their portal branding will see a refreshed default look and feel, designed to improve usability and consistency across Atlassian Cloud.


What Happened?

According to the Jira Service Management Cloud changelog and Atlassian Cloud updates:

  • Atlassian is rolling out a new default branding experience for Jira Service Management portals.

  • The change will apply only to sites that have not customised their portal branding.

  • Customers who have already configured custom colours, logos, or themes will not see their existing branding overwritten.

The rollout is scheduled to begin in late November 2025 and will be completed gradually across all eligible Cloud customers.


Why Does It Matter?

For medium to large organisations—particularly across Europe and Africa—this update is relevant because it:

  • Improves the out‑of‑the‑box experience for end users accessing support portals.

  • Delivers a cleaner, more modern interface, which can enhance user satisfaction and self‑service adoption.

  • Encourages organisations to review and standardise portal branding across multiple Jira Service Management projects.

For teams that rely on Jira Service Management as a front door for IT and business support, a clearer, more intuitive portal can directly impact ticket quality and user engagement.


Impact on ITSM

  • End users on non‑customised portals will see a refreshed visual design and layout.

  • Organisations gain an opportunity to align portal branding with corporate identity and improve the overall service experience.

  • Service desk teams may see better request categorisation and fewer misrouted tickets as the portal becomes easier to navigate.


What Should Organisations Do?

  • Check whether your Jira Service Management portals currently use default or custom branding.

  • If you rely on the default look, review the upcoming changes and decide whether to:

    • Accept the new default experience, or

    • Implement custom branding (logo, colours, wording) to align with your organisation’s standards.

  • Communicate any visual changes to key stakeholders and support teams so they can respond to user questions.


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