Red Hat SummitBrand strategy
When we form communities that share—whether they share code, ideas, or expertise—we are all enriched. Our brand and our company culture promote openness, collaboration, sharing, and transparency.
Our list of products and technologies may change as customer needs shift over time, but Red Hat is a constant presence. This is the basis for our brand strategy—we always lead with the parent brand, Red Hat, in both visual treatments and naming.
Brand platform
Our brand platform is the compass that guides everything we say and do. Three statements make up our brand platform: our position, our promise, and our mantra.
Enterprise technology that connects
An open, hybrid approach to technology that gives you the freedom and flexibility to choose your own vision
The power of open
Position
Our position is the place we occupy in the hearts and minds of our customers and prospects. Our annual brand tracker survey and ongoing customer research tell us how the marketplace sees us.
Promise
Our promise is a commitment we make to our customers. It is the unique value that only we can deliver. We create value for our customers by making open source software useful for enterprises.
Mantra
Our brand mantra is a short statement that captures the essence of our brand and reflects our brand position and promise. It is an internal guiding statement, not a headline or tagline.
The essence of our platform
Red Hat is the trusted open source provider for technology leaders who value reliable and cost-effective software, but also know their business needs are constantly evolving. We combine reliable, yet flexible, solutions for today with access to the latest, stable innovation from open source communities for tomorrow.
What we did with the operating system, we’re now doing with cloud. Through the power of our ecosystem, Red Hat tailors to technology leaders’ needs by engaging a powerful partner network and open source development communities, supporting and encouraging user-driven innovation, and providing cost-effective solutions.
Our parent brand strategy in use
Red Hat® products, technologies, services, and other offerings reference the fact that they have a relationship with Red Hat by including the name or logo at all times.
We have different social media accounts for different parts of our business, but all accounts use the Red Hat logo in their avatars and account headers.
In small contexts where the Red Hat logo does not fit, like with product icons, we use the text to make it clear that the offering or content is from Red Hat.
External initiatives or programs that have their own name or look and feel, like our podcasts, always include the full Red Hat logo on any asset so that it’s clear that it’s coming from Red Hat.
Open source communities that are created or supported by Red Hat use an endorsement logo so that it’s clear to community members and contributors that Red Hat supports the project.
Descriptive naming
Whether we’re naming a product or service, a program or initiative, or a team, we always follow our parent brand strategy. Red Hat always comes first in any name, followed by a descriptive name that makes it clear what the name represents.
This strategy helps our employees, customers, partners, and end users quickly identify Red Hat offerings and initiatives, in turn making documentation, navigation, searching—and ultimately purchasing—easier.
Products
Product names
Product names start with Red Hat followed by a name that describes what the offering is and what it does. Product names that include a subbrand like OpenShift® or Ansible® always include additional descriptive text in their name.
Product logos
Every product logo starts by connecting the Red Hat logo with the full name of the product. Learn more about Red Hat product logos.
Teams, tools, and programs
Team, tool, and program names
Teams, tools, and programs start with the Red Hat name followed by a professional and customer-facing descriptive name. They should also include a descriptor like "Program" or "Team" in the name to make their relationship to Red Hat clear.
Universal logos
Teams, tools, and programs use the universal logo format. This format pairs the name with the fedora icon and a dividing line, making the relationship to the company clear. Learn more about Red Hat universal logos.
Initiatives
Initiative names
Initiatives are groups or programs that engage with Red Hat employees, communities, partners, and customers in unique ways. Like other Red Hat groups, their name always starts with Red Hat followed by a descriptive name.
Initiative logos
Initiative logos don’t include the fedora icon so they must always be used in conjunction with the full Red Hat logo. Learn more about Red Hat initiative logos.
