Brand standards

Brand standards are the source code for our identity. They govern how we look and sound in all types of media. They’re the codification of our rules, and important to follow. But, as with other collaborative efforts, they’re a work in progress―always growing, improving, and adapting to meet new challenges.

Can't find what you're looking for? Check out our old brand standards site.

Red Hat logo

This is our logo. It's a red hat and "Red Hat" wordmark.

A flexible system

Our logo is flexible and versatile. We can choose the best version for event wayfinding, web pages, buildings, branded swag, or anything else.

Our master brand strategy means we always lead with our corporate brand. Each product logo starts with the Red Hat logo, and then adds the product name.

This system is straightforward, easy to expand as we grow, and means each product and service supports and coexists with our primary brand, Red Hat.

Business partners can download the logos they’re entitled to use by logging in to Red Hat Partner Connect.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

Red Hat Enterprise Linux logo

A Red Hat endorsement lends our credibility and reputation for quality, value, and expertise to another brand or program. Endorsements can link brands within our portfolio while offering some freedom for each brand to address different audiences, or present a different brand story or value proposition.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

Example of endorsement logo

Red Hat certifications validate an individual’s technical skills and knowledge through hands-on, performance-based testing. Only Red Hat Certified Professionals can use our certification marks.

Certification logo example

Team logos give each group of talented, entrepreneurial Red Hatters an opportunity to represent their team’s contributions in a consistent way that avoids confusion with Red Hat products or other organizations.

Departments, teams, and roles that want logos should have unique, descriptive names that reflect Red Hat’s organizational structure. All names should include a descriptive term like “team,” “department,” or “manager,” and assume that “Red Hat” will come before the rest of the name.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

Team logo example

Co-branding shows a relationship between Red Hat and another company, like a partner or customer. Every partnership is different, so it’s your responsibility to understand and obtain the proper permissions from both Red Hat and the partner or customer involved before you use a co-branded logo.

Business partners can download the logos they’re entitled to use by logging in to Red Hat Partner Connect.

Co-brand logo example

Brand strategy

Brand strategy guides and informs everything from our visual identity to deeper, more granular decisions about how we present ourselves and our products in the marketplace.

Our brand platform: community-powered innovation

Community-powered innovation

Our brand personality: open, helpful, authentic, and brave

Open, authentic, helpful, brave

Our master brand is all about Red Hat

Red Hat first

Our brand, beyond logos

A brand is more than a logo and visual system. Color and the way we use type also define us.

"What few things must be the same so that everything else can be different?"
—Michael Tiemann, Vice President, Open Source Affairs, Red Hat

This quote speaks to the benefits of building on open standards. Following a few established rules―about using the same colors and typefaces, for example―creates a strong underpinning that reinforces our brand and lets us be more creative and innovative without having to do redundant work.

Color

Red Hat color swatch

After our logo, the color red is our most recognizable brand asset. Our official color was an easy decision. Red is energy, strength, power, determination, passion, love, and courage. Red is the color of revolution.

Type

Red Hat font previewHow our words look is as important to our brand voice as the words we choose. That’s why we developed an open source type family that’s custom-built for our personality.

Putting it all together

Combining these elements gives you a fresh, clean, flexible visual system without any being too closely tied to the past. We can unify products and services; give internal teams, projects, and programs a crisp, consistent look; and have fun with our brand as we evolve.

We have guidelines and templates for each collateral type, including datasheets, whitepapers, and FAQs. Standard formats mean more efficient content creation and translation, and more accurate content tracking.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

From Red Hat Summit keynotes to conference-room sales meetings, Red Hat presentations should be informative and professional, and represent our brand well. The content must be meaningful and relevant to our audiences. Our stories should be clear and compelling.

Following our templates is the first step to creating a meaningful, engaging presentation.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

Red Hat’s corporate stationery includes letterhead, business cards, envelopes, and notecards—everything we need for professional communications.

When ordering stationery, always use our global supplier.

Agencies, contractors, and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

How you represent yourself digitally is as important as having a professional business card. Your email sign-off should help the recipient identify who you are, what you do, and how to get in touch with you.

Your email signature represents both you and Red Hat. Depending on your role, it could be someone’s first interaction with our brand.

Contractors and associates can download logos and brand assets using their assigned Red Hat login.

If you do not have a login, ask your Red Hat point of contact to provide what you need directly.

More about the Red Hat brand

We work to make sure open source ideas influence and improve the collaborative good works of others, in every walk of life. Wherever people pull together to solve a shared problem, Red Hat wants to lend a hand.

Cool Stuff Store

Cool Stuff Store

Your 1-stop shop for official Red Hat merchandise

Open Brand

The Open Brand Project

An open initiative to update and simplify our corporate logo and brand system

Open Source Stories

Open Source Stories

Films, articles, talks, and more about how open source is changing the world

Open Studio

Open Studio

Stories about Red Hat's in-house creative community

Tell us what you think

Everything that emerges from Red Hat is the result of open collaboration. A big part of our creative process is integrating your reactions and feedback.