Brand strategy

Our brand strategy is based on a belief system.

We trust in the craft of open source collaboration. We know that when we form communities that share–code, ideas, and expertise, we are all enriched. Red Hat exists to promote openness—to be a champion for collaboration, sharing, and transparency in the world.

Because we know it works.

Our personality

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.

Open source principles

We follow and support the principles of open source.

Thought bubbles

We are transparent with our customers and each other.

Sticky notes

We solicit ideas and feedback widely and often.

Blue sky over mountains

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.

Check mark over speaking bubble

We speak plainly, honestly, and without hyperbole.

Illustration of a present

We deliver what we promise.

Quotation marks

We let our real customers, partners, and associates tell their own stories.

Flower that has been photoshopped

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.

Life preserver

We solve customers’ problems whether our technology is at fault or not.

Arrows used in HTML code

We contribute code and support to the open source community.

Paintbrush and screwdriver

We give back to our local communities.


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

Waving hand

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.

the scales of justice

We fight legal and policy battles to protect open source liberties for ourselves and extend them to everyone else.

keep it simple

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

Brand platform

Our brand platform is the compass that guides everything we say and do. Three different statements make up our brand platform: our position, our promise, and our mantra.

Current: Linux & open source, Desired: Enterprise-ready open source


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. In the future, we want to be known for our enterprise offerings beyond Linux®.

Red Hat's promise: The rapid innovation of open source without the risk of doing it yourself.


Our promise is a commitment we make to our customers. It’s the unique value that only we can deliver—we create value for our customers by making open source software useful for enterprises.

Red Hat mantra: Community-powered innovation


A brand mantra is a short statement that captures the essence of the brand. The mantra should reflect the brand position, promise, and platform. It’s an internal guiding statement—not a headline or tagline. Our mantra is "community-powered innovation."

What is community-powered innovation?

When we are free to connect and work together, innovation thrives. Those who can connect and collaborate most effectively will be the most successful.

Creativity is always an act of collaboration.

As the open source leader, Red Hat connects its customers to a global network of enterprises, partners, and communities. Together, we can build the high-performing, agile technology enterprises needed to move forward. Red Hat’s open source approach delivers a steady stream of trustworthy technology that liberates resources for innovation and growth. By collaborating openly, we do more than any of us could have done alone.

The master brand strategy

Products and technologies come and go, but Red Hat is forever. Red Hat uses a master brand strategy (also referred to as a branded house) and brand architecture.

This strategy is best suited for technology companies where offerings constantly change. A master brand strategy leads with the corporate brand. Products, solutions, and services don’t adopt their own names, positions, or logos. Instead, they complement the Red Hat portfolio.

Leading with our parent brand lets us tell a "more than Linux" story that demonstrates the breadth and depth of our technologies.

Screenshot of a Red Hat twitter account page

We have different social media accounts for different parts of our business, but they all use the Red Hat logo in their avatars and account headers.

Red Hat Enterprise Linux logo

The Red Hat brand always leads in our product and team names—and the Red Hat logo is part of our product and team logos.

Descriptive naming

Our approach to naming is to say what the offering is and explain what it does. We refer to this as a descriptive naming strategy.

This strategy helps us clarify products and services, making purchase decisions easier for our customers. It also aligns to our corporate master brand strategy.

Red Hat uses a master brand, sometimes a subbrand, and a descriptive name to products

More about the Red Hat brand

What makes us Red Hat

Open source is, in fact, eating the world. It is now understood that the most effective way to innovate is to collaborate.

Open source

Open source is organized around a set of beliefs about working together. Collaboration makes things better. That’s why it’s the best way to create and refine software.

Open Source Stories

From art to artificial intelligence, open source is changing the world.

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.