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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.

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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.

Red illustration depicting a platform with circles surrounding it.

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.

Screenshot of the Red Hat Support Twitter account showing the Red Hat fedora icon in the profile picture and the header image.

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.

Screenshot of two Red Hat product icons in a marketplace with their full product name typed underneath.

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.

Social media image advertising the Compiler podcast with the text

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.

Screenshot of the Open-Source-Dot-Com about page which features a Red Hat endorsement logo in the upper right corner.

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

Diagram showing four Red Hat product names and how each name is broken down, including the parent brand, subbrand if appicable, and descriptive name.
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.

Red Hat Enterprise Linux and Red Hat Ansible Automation Platform product logos.
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

Diagram showing four Red Hat team, tool, and program names and how each name is broken down, including the parent brand, group name, and descriptor.
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.

Red Hat Customer Service Team and Red Hat Data Quality Tool logos, in the Red Hat universal logo style.
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

Diagram showing Red Hat initiative names and how each name is broken down, including the parent brand, group name, and descriptor.
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.

Red Hat Open Studio Community initiative logo paired with the Red Hat logo.
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.

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About Red Hat

We’re the world’s leading provider of enterprise open source solutions—including Linux, cloud, container, and Kubernetes. We deliver hardened solutions that make it easier for enterprises to work across platforms and environments, from the core datacenter to the network edge.

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