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Brands, like people, have their own personalities. The Red Hat® brand is open, authentic, helpful, and brave. Every interaction with Red Hat should reflect these 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 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 follow and support the principles of open source.

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.

For the launch of Red Hat Enterprise Linux® 8, we used a bold typographical lockup surrounded by white space. Although the colors are dark, the campaign still felt open and inviting.

In this social media graphic, we used an airy layout with plenty of white space to convey our open personality.



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.

Our illustrations show that every human being is different and that these differences are welcome. We use photos of real people as they authentically are, not our own ideas of people.

Our photography is always of real customers, partners, and associates. We give them space to tell their own authentic stories.



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 or not our technology is at fault.

We contribute code and support to the open source community.

We are considerate of our audience’s time and attention.

We communicate in an approachable, friendly, and informative way.

We developed a series of isometric illustrations to help customers and partners understand how our technologies work together and bring value to their business.

Co.Lab is a Red Hat initiative that teaches children open source principles and aims to inspire them to use it in their own communities.



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 everyone else.

We keep the design simple and clean, using just the elements we need to communicate our point.

In our logo launch campaign, we kept the design simple and clean, and used only the elements we needed to communicate our point.

Our latest brand campaign messaging positions Red Hat as a leader in open source and continues to amplify and defend open source principles on behalf of our customers and communities.