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Red Hat® images capture the spirit of their subjects in authentic and meaningful ways. Through photography, we add context and depth to our messages. Every photo—no matter its type—serves the same purpose: to tell a true, coherent, and compelling story. 

Representation, style, and tone

We want to capture life as it exists for our associates, customers, and partners. The people and places in each image are just as important as artistic elements like composition, subject matter, and color balance. We show activities or situations that our audiences can connect to their own experiences.

Our photography should inspire openness, authenticity, helpfulness, and bravery. We can achieve this goal with photos that are confident, realistic, and thoughtful. Take and choose photos that are true to Red Hat’s personality, not photos that feel fake.

Do this

Take and choose photos that are true to Red Hat’s personality.

Do not do this

Do not take or choose photos that feel staged.

People and environment

If a person is the primary subject of an image, that person should be an identifiable customer, partner, or associate in their actual environment. Even real people in their usual settings can seem fake if they are depicted anonymously. If you want to use a stock photo that includes a person, the focus should be on their activity, not their identity. This way, we can talk abstractly about an industry or concept without a photo of a specific person. 

Photos that depict people or a regional setting should be chosen or taken with care, so consider the following:

Avoid depicting stereotypes, which are often misrepresentations of the way people actually appear and behave. 

Maintain a global perspective, remembering that Red Hat is a global company with a global audience.

Remember that our audience does not always live in a city, so choose a variety of settings accordingly.

Selecting photos

If we want to create an emotional ad, promote our brand in a press release, or grow excitement around an upcoming event, we need different types of photography. This includes event photography, photojournalism, portraits, and stock photography.


Event photography

Event photography should match the color and tone of the event. In general, use the light that is available to you, and include minimal corrections and coloring if necessary.

Red Hat Summit
When shooting photography at an event, it is important to capture wide shots that showcase the environment, like the expo hall at Red Hat Summit.

Red Hat Sales Kickoff
It is also important to capture tighter photographs that highlight attendees interacting and participating throughout the event.


Photojournalistic images tell stories, so these photos document a moment in time using as much available light as possible.

Customer stories
These photos show our customers’ journeys with our technologies and often depict a change in the culture of their companies. We want to document what life is like for customers in their daily environments.

Life at Red Hat
These photos show our employees at work, documenting their everyday roles at Red Hat or their volunteer work. 


Portraits capture the personality of a subject using simple lighting and an environment or backdrop that adds to their story.

Employee headshots
Employee headshots are taken in a studio with a solid background and studio lighting to highlight the subject’s personality instead of the environment.

Customer photography
Photos of our customers should be shot in their environments to capture their personalities and add depth to their stories. 

Stock photography

At Red Hat, there are 3 types of stock photography to use: Creative Commons (CC) stock, purchased stock, and custom stock. We can use custom stock to show Red Hat-specific people, products, and industries.

Creative Commons stock
Unlike stock photos, many CC images are free to use. Photographers can choose from a range of CC licenses that allows them to control how their photos are used. You can use images licensed under a CC0 or CC-BY license in Red Hat content, as long as you abide by the license terms.

Purchased stock
Stock photos are licensed through stock photo agencies. Look for royalty-free photos without licensing restrictions, and make sure you know what you are buying.

Custom stock
Custom stock photos are specific to Red Hat, showing Red Hat people, customers, and community members in real environments. A custom photo can show our customers using Red Hat technology or highlight our branded stickers and swag.

Scene setting

When using multiple photos to tell a story, use images from the same scene that focus on various aspects of the story. Mix wide, tight, and textural shots of the same scene to put the viewer in the scene and make the experience seem more authentic.

Post production

Variations in contrast, color, saturation, detail, black level, and white point adjust the appearance and mood of a photo and should be used to maintain consistency across all types of photography at Red Hat. Whether you are taking photos for an industry event or purchasing stock photos from a website, use a subtle and tasteful color balance to create a consistent visual tone and style for each photo.

Do this

Use subtle color balance to create a consistent visual tone.

Do not do this

Do not heavily saturate photos or color balance in an unrealistic way.