Subscribe to the feed

The Open Brand Project is a collaborative effort to evolve our corporate logo and brand system. A cross-functional team of in-house designers collaborating with Pentagram, a well-known international design consultancy, are working together to simplify and modernize our logo.

 

One of the goals of the Open Brand Project, our open initiative to update and simplify our corporate logo and brand system, is to gather as many ideas and as much feedback as possible as we move through the creative process. We want to do this because we know that the best results emerge when you’re able to gather and test a lot of ideas from many people across diverse groups. It’s the open source way,  it’s the Red Hat way.

That’s why we opened our discovery process to the public and asked a series of simple questions in a straightforward survey. We wanted to look beyond the obvious, and beyond our own biases, to understand which features to preserve in our visual identity and which ones we could safely consider dropping or evolving. We wanted to know:

  • How people felt about the project overall;

  • What they thought were the most important and memorable elements of our current logo;

  • And beyond identifying us, what else they thought our logo should communicate to them.

The results are in and we learned a lot.

We received more than 1,200 responses from a mix of technology, marketing, design and branding professionals. There was a lot of curiosity about the project—and some apprehension.

People shared some strong opinions with us and we’re grateful to every respondent for caring enough to share their thoughts.

We heard that 58 percent of survey respondents are curious or excited about the project, but 20 percent are concerned about Red Hat changing its logo. The survey also found that there is a strong link between our logo and our company history, our company culture and the upstream community, that we want to honor. Finally, when it comes to the type of hat that represents Red Hat, it’s “fedoras forever,” with 81 percent of agreeing it represents us well.

See what the respondents had to say.

 

About the author

Browse by channel

automation icon

Automation

The latest on IT automation for tech, teams, and environments

AI icon

Artificial intelligence

Updates on the platforms that free customers to run AI workloads anywhere

open hybrid cloud icon

Open hybrid cloud

Explore how we build a more flexible future with hybrid cloud

security icon

Security

The latest on how we reduce risks across environments and technologies

edge icon

Edge computing

Updates on the platforms that simplify operations at the edge

Infrastructure icon

Infrastructure

The latest on the world’s leading enterprise Linux platform

application development icon

Applications

Inside our solutions to the toughest application challenges

Original series icon

Original shows

Entertaining stories from the makers and leaders in enterprise tech