diff --git a/services/chat/Makefile b/services/chat/Makefile
index e75044b1dc..28b0b3f2a9 100644
--- a/services/chat/Makefile
+++ b/services/chat/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = chat
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/clsi/Makefile b/services/clsi/Makefile
index 0c2c223296..0535ca7da1 100644
--- a/services/clsi/Makefile
+++ b/services/clsi/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = clsi
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/contacts/Makefile b/services/contacts/Makefile
index f8faa2eaf8..a1db029092 100644
--- a/services/contacts/Makefile
+++ b/services/contacts/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = contacts
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/docstore/Makefile b/services/docstore/Makefile
index d4ec573276..a3f0cd3f99 100644
--- a/services/docstore/Makefile
+++ b/services/docstore/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = docstore
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/document-updater/Makefile b/services/document-updater/Makefile
index 9be0d90a6b..37e62a03a6 100644
--- a/services/document-updater/Makefile
+++ b/services/document-updater/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = document-updater
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/filestore/Makefile b/services/filestore/Makefile
index cb070dce7e..e901361cd4 100644
--- a/services/filestore/Makefile
+++ b/services/filestore/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = filestore
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/git-bridge/Makefile b/services/git-bridge/Makefile
index 3e489866c5..9e8a7e4a79 100644
--- a/services/git-bridge/Makefile
+++ b/services/git-bridge/Makefile
@@ -5,7 +5,7 @@ MVN_TARGET := target/writelatex-git-bridge-1.0-SNAPSHOT-jar-with-dependencies.ja
 
 export BUILD_NUMBER ?= local
 export BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 export COMMIT_SHA ?= $(shell git rev-parse HEAD)
 PROJECT_NAME = git-bridge
 
diff --git a/services/history-v1/Makefile b/services/history-v1/Makefile
index 4ed19efc4c..b6c73d6ff0 100644
--- a/services/history-v1/Makefile
+++ b/services/history-v1/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = history-v1
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/notifications/Makefile b/services/notifications/Makefile
index c5f309a812..c88e7d68b2 100644
--- a/services/notifications/Makefile
+++ b/services/notifications/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = notifications
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/project-history/Makefile b/services/project-history/Makefile
index 03ae8aa410..6248b8858f 100644
--- a/services/project-history/Makefile
+++ b/services/project-history/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = project-history
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/real-time/Makefile b/services/real-time/Makefile
index 96db30e3f8..3712af39ac 100644
--- a/services/real-time/Makefile
+++ b/services/real-time/Makefile
@@ -4,7 +4,7 @@
 
 BUILD_NUMBER ?= local
 BRANCH_NAME ?= $(shell git rev-parse --abbrev-ref HEAD)
-BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g')
+BRANCH_NAME_TAG_SAFE = $(shell echo $(BRANCH_NAME) | sed 's/\//\-\-/g' | cut -c1-96)
 PROJECT_NAME = real-time
 BUILD_DIR_NAME = $(shell pwd | xargs basename | tr -cd '[a-zA-Z0-9_.\-]')
 HERE=$(shell pwd)
diff --git a/services/web/Makefile b/services/web/Makefile
index 64c5cf2ecd..1e180eed5f 100644
--- a/services/web/Makefile
+++ b/services/web/Makefile
@@ -5,7 +5,7 @@ BUILD_NUMBER ?= local
 ifeq ($(BRANCH_NAME),)
   export BRANCH_NAME := $(shell git rev-parse --abbrev-ref HEAD)
 endif
-BRANCH_NAME_TAG_SAFE := $(subst /,--,$(BRANCH_NAME))
+BRANCH_NAME_TAG_SAFE := $(shell echo "$(BRANCH_NAME)" | sed 's/\//\-\-/g' | cut -c1-96)
 ifeq ($(COMMIT_SHA),)
   export COMMIT_SHA := $(shell git rev-parse HEAD)
 endif