Brands, like people, have their own personalities. Our brand is open, authentic, helpful, and brave. Every interaction with Red Hat should reflect those core traits.
Our deep commitment to openness isn’t the secret to our success, it’s the reason for it. Our openness is rooted in the principles and practices of open source software development. This means that anyone can see, study, and learn from the code. Everyone is free to participate and contribute modifications, and the end product is shared by all.
We are transparent with our customers and each other.
We solicit ideas and feedback widely and often.
We use airy layouts with plenty of white space.
We never pretend to be anything we’re not.
Internally, we are true to ourselves, our values, and our culture. In public, we’re honest and direct. We’re not flashy or boastful, and we don’t promise more than we can deliver. We don’t understate bad news, or overstate good news. We avoid spin. With Red Hat, what you see is what you get.
Like our home state of North Carolina, our motto is "esse quam videri"—to be, rather than to seem.
We speak plainly, honestly, and without hyperbole.
We deliver what we promise.
We let our real customers, partners, and associates tell their own stories.
We keep our design straightforward and direct.
Customers come to Red Hat because they need innovative open source technology that will help grow their organizations, but they don’t want to assume the risk of doing it all alone. They need flexibility, but not the headaches or expense of curating their own open source portfolios.
We make open source safe and ready for enterprises. We fix problems when they arise and share everything we know with everyone who needs it. Red Hatters, and open source technologists in general, are inherently helpful.
We solve customers’ problems whether our technology is at fault or not.
We contribute code and support to the open source community.
We are considerate of our audience’s time and attention.
We communicate in a friendly, approachable, and informative way.
It’s taken a lot of faith and courage, sustained over many years, to build Red Hat. We had to believe we were right when our industry thought we were wrong.
And we had to fight for the right to share code and ensure that intellectual property law was not improperly used to stop us. (This is an important and fascinating chapter of Red Hat® history. Learn more about our important role in shaping legal opinions that extended software freedoms for everyone.)
We defend open source principles on behalf of our customers and communities.
We fight legal and policy battles to protect open source liberties for ourselves and extend them to everyone else.
We keep the design simple and clean, using just the elements we need to communicate our point.