Our brand 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

The Red Hat® 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


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.


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.


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.

Applying our brand strategy

Anything with involvement from Red Hat—from social media images to documents to podcast audio—should include our logo or, at the very least, our name. This includes endorsement logos or co-branding when appropriate.

A social media page for Red Hat Support with the hat in the profile 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.

Microsoft Visual Studio marketplace page for Red Hat OpenShift Application Services.

In small contexts where the Red Hat logo does not fit, like with technology icons, we use the text to make it clear that the offering or content is from Red Hat.

An ad for the Compiler podcast featuring the text “An original podcast from Red Hat” and the Red Hat logo.

External initiatives or programs that have a distinct name or brand kit, 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.

The OKD.io open source community website with a “Supported by Red Hat” endorsement logo at the top.

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 language

We use descriptive language whenever we’re creating a name for anything at Red Hat. 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.