Product branding handbook

As a brand, our goal is to develop software that helps customers build for the innovation they need today and in the future. By creating a consistent customer journey that is transparent about our offerings, we help our current and future customers understand our portfolio and what it can do for them.

Product branding helps us to achieve this by clarifying the differences between Red Hat® products and components, as well as the differences between offerings that are unique to Red Hat versus community projects or partner solutions. The more consistent and clear we are about product branding, the more recognition and trust we build for our offerings and for the Red Hat brand.

This handbook breaks down the various elements we use to create a product’s brand and how to use them.

An image showing various examples of Red Hat product branding.

What is product branding?

When we say product branding, we’re talking about all the different elements that come together to represent a specific Red Hat offering. This includes written elements—like the product name, approved acronyms, and messaging—and visual elements—like logos and icons. Depending on how we market a product, it could even include artwork, audio, animations, and more.

The goal is to help customers recognize our offerings no matter where in the customer journey they see them. This means we need recognizable, repeatable elements that we use consistently over time. Product branding is also an opportunity to celebrate our offerings and the teams who build them through swag, office graphics, and more.

Common elements of product branding

Name

Name

When we name things, we always prioritize building the Red Hat brand first. We don’t create made-up names or use metaphors or jargon; we want our names to clearly explain what the offering does. New names should always be approved by the Naming and Legal teams before use.

It’s important that we use the names of our offerings consistently, with correct capitalization and following any abbreviation or acronym guidance.

Learn more about naming and trademarks 

Official product list (Red Hat credentials required)

Diagram with multiple offering names that highlights the various sections of a name. Names include sections like the parent brand name (Red Hat) and the product or component name (Enterprise Linux product or migration toolkit component).
Logo

Logo

Product logos all use the same template, with the Red Hat logo followed by the full product name. This helps our product portfolio look unified and means we can add new offerings to the portfolio without additional design and legal costs.

Product logos generate instant recognition for our parent brand and make it clear to our customers which Red Hat offerings are available for purchase.

Learn more about naming and trademarks 

Download product logos (Red Hat credentials required)

Diagram of the Red Hat Enterprise Linux product logo highlighting the Red Hat logo followed by the product name typed in Red Hat Display Medium. The diagram also shows appropriate clear space around the logo, which should be the size of the “e” in the word “Red.”
Icon

Icon

When we need to quickly represent an offering in a small space, we use a technology icon. They’re built using the Red Hat icon style and our core colors, and represent the functionality of the offering at a glance.

Technology icons help customers to instantly recognize Red Hat offerings they’re familiar with in places like digital marketplaces, interfaces, and diagrams, and help to differentiate Red Hat offerings from one another.

Learn more about technology icons 

Download icons (Red Hat credentials required) 

Diagram showing the full color and one-color technology icons for Red Hat Enterprise Linux platform, the Red Hat Enterprise Linux AI product, and the migration toolkit component.
Artwork

Artwork

When we promote products in the market, we need a wider array of visuals. Technology icons can be expanded into patterns and key art and combined with other elements of the Red Hat design language to create engaging graphics that help communicate our message and build our product brands.

Learn more about platform artwork (Red Hat credentials required) 

Example of a social media asset advertising Red Hat Enterprise Linux AI using Red Hat Enterprise Linux platform art.

All of these elements use our existing brand and design language to create a distinct identity for an offering. It’s the best of both worlds: our offerings stand out from each other while still feeling distinctly like Red Hat. Which combination of elements an offering should use depends on what kind of offering it is.

Offering types: Platforms, products, and components

When we’re branding our offerings, it helps to understand how they fit into the bigger picture of our product portfolio. We categorize offerings based on what they do, how our customers access them, and our marketing priorities. Most of our products sit within one of our 3 platforms, and are powered by components like features, plug-ins, and operators.

Type of offeringExamplesBranding elements
Platforms

Our 3 core platform products.
Red Hat® Ansible® Automation Platform

Red Hat® Enterprise Linux®

Red Hat® OpenShift®

Name

Icon

Logo

Artwork

Products

The software and services that we sell for individual purchase.
Red Hat® Consulting

Red Hat® Developer Hub

Red Hat® Service Interconnect

Name

Icon

Logo

Artwork

Components

Plug-ins, features, operators, builds, and other technologies.
migration toolkit

Red Hat build of Quarkus

dependency analytics

Name

Icon

Logo

Artwork

Breaking down how we brand offering types

We brand each of these types of offerings differently because they show up at different parts of the customer’s journey. Creating brand elements also takes significant investment in time, resources, and budget, so we want to be sure to invest wisely.

Platform details

Platform details

We have 3 platform products: Red Hat Enterprise Linux, Red Hat OpenShift, and Red Hat Ansible Automation Platform. Each has their own identity with the Red Hat brand portfolio.

Red Hat Enterprise Linux logo
Red Hat OpenShift logo
Red Hat Ansible Automation Platform logo

In addition to product logos and technology icons, they have custom artwork that reflects the unique value they provide to our customers, but still look distinctly like Red Hat.

Use correct naming and capitalization.

Platform names always start with “Red Hat” and are typed in title case. Always use the full name on the first use, and only use approved abbreviations or acronyms when necessary. Reference the official product list to be sure you're using the correct name.

Two example CTA links. The first reads “See how Red Hat Enterprise Linux works for you.” The second reads “Log in to Red Hat Ansible Automation Platform.”
Image showing misuse: Two example CTA links. The first reads “See how RHEL works for you.” The second reads “Log in to Ansible.”

Use the correct technology icon.

Technology icons for platforms have a black rounded rectangle. In one-color applications, the icon becomes filled. Don’t change the colors of the icon or remove it from the rounded rectangle; the rounded rectangle is an important part of the icon.

The Red Hat Ansible Automation Platform technology icon in full color and one-color red.
Image showing misuse: Three examples of the Red Hat Ansible Automation Platform technology icon. One has a white background, one is outlined, and one is missing the rounded rectangle bounding shape.

Use the platform’s logo.

Platforms use a logo that includes the Red Hat logo and the full platform name. Use existing platform logo images rather than recreating or altering logos.

The Red Hat OpenShift logo in the masthead of a product interface.
Image showing misuse: The Red Hat OpenShift logo with the hat replaced by the OpenShift technology icon.

Use approved platform artwork.

Platforms use custom artwork built from their technology icon. Use approved platform artwork in our core colors to tie it back to our parent brand.

A social media asset advertising Red Hat Enterprise Linux and using the approved Enterprise Linux platform artwork in red, black, and white.
Image showing misuse: A social media asset advertising Red Hat Enterprise Linux using the approved Enterprise Linux platform artwork, but the artwork has been altered to use blue and yellow.

Product details

Product details

Products are the software and services that we sell. All of our products’ names start with Red Hat followed by a description of what the product does. Many of our products are marketed or bundled as part of one of our platforms.

We use product logos and technology icons to distinguish our products from each other and from our competitors. Products don’t have their own custom artwork. Instead, use general Red Hat imagery or the artwork of a related platform (for example, OpenShift platform artwork for OpenShift AI marketing).

Use correct naming and capitalization.

Product names always start with “Red Hat” and are typed in title case. Always use the full name on the first use, and only use approved abbreviations or acronyms when necessary. Reference the official product list to be sure you're using the correct name.

Two example CTA links. The first reads “Learn more about Red Hat Application Foundations.” The second reads “Start a trial of Red Hat Trusted Artifact Signer.”
Image showing misuse: Two example CTA links. The first reads “Learn more about application foundations,” all in lowercase. The second reads “Start a trial of RHTAS.”

Use the correct technology icon.

Like platforms, technology icons for products have a black rounded rectangle. In one-color applications, the icon becomes filled. Don’t change the colors of the icon or remove it from the rounded rectangle; the rounded rectangle is an important part of the icon.

The Red Hat Insights technology icon in full color and one-color red.
Image showing misuse: Three examples of the Red Hat Insights technology icon. One has a white background, one is outlined, and one is missing the rounded rectangle bounding shape.

Use the product’s logo.

Like platforms, products use a logo that includes the Red Hat logo and the full product name. Use existing product logo images rather than recreating or altering logos.

The Red Hat Quay logo in the masthead of a login page.
Image showing misuse: The Red Hat Quay logo in the masthead of a login page, where the hat icon has been replaced with the Quay icon and the text is typed in all caps.

Don’t use or create custom artwork.

Products don’t use custom artwork. If you need a visual, use existing Red Hat imagery like illustrations. If the product falls under one of our platforms, you can also use the platform’s artwork.

A social media asset advertising Red Hat JBoss Enterprise Application Platform. Visuals on the asset include the approved JBoss EAP technology icon, the Red Hat logo, and a Red Hat illustration.
Image showing misuse: A social media asset advertising Red Hat JBoss Enterprise Application Platform. Visuals on the asset include the approved JBoss EAP technology icon, the Red Hat logo, and custom artwork that was created by making the JBoss EAP icon 3D.

Component details

Component details

Components are features, plug-ins, operators, builds, and other technologies that are part of or used alongside our products and platforms. Components might be a feature of a single product, or they might be available across multiple products.

We focus our marketing efforts on our platforms and products, so components don’t need as many branding elements. They’re named, but we usually don’t put “Red Hat” in front or use title case when we type the name out. Components don’t have logos, but can have an icon if needed for marketplaces or interfaces.

Use correct naming and capitlization.

When you refer to a component in writing, capitalize and stylize the name correctly. The names of features, plug-ins, and operators use sentence case and usually don’t include “Red Hat.” The name of a build always starts with "Red Hat build of..." to be clear about the origin of the build.

Reference the official product list to be sure you're using the correct name and capitalization.

Two example CTA links. The first reads “Learn more about custom metrics autoscaler.” The second reads “Log in to Ansible automation hub.”
Image showing misuse: Two example CTA links. The first reads “Learn more about Red Hat Custom Metrics Autoscaler” in title case. The second reads “Log in to Ansible Automation Hub” in title case.

Use the correct technology icon.

Technology icons for components have a white rounded rectangle. In one-color applications, the icon becomes outlined. Don’t change the colors of the icon or remove it from the rounded rectangle; the rounded rectangle is an important part of the icon.

The Red Hat Lightspeed technology icon in full color and one-color red.
Image showing misuse: Three examples of the Red Hat Lightspeed technology icon. One has a black background, one is filled in, and one is missing the rounded rectangle bounding shape.

Don’t use or create a logo.

To make it clear that components are not individually purchasable offerings, they do not use a logo or lockup of any kind. If your project needs to include a logo, use the Red Hat logo or the logo of the product/platform the component falls under, when applicable.

A screenshot of a product interface shows the Red Hat Ansible Automation Platform logo in the masthead and the text “Event-Driven Ansible” at the top of the sidebar.
Image showing misuse: A screenshot of a product interface shows a logo with a large hat and the words “Red Hat Event-Driven Ansible” in the masthead.

Don’t use or create custom artwork.

Components don’t use custom artwork. If you need a visual, use existing Red Hat imagery like illustrations. If the component falls under one of our 3 platforms, you can also use the platform’s artwork.

A presentation title slide uses Red Hat OpenShift platform artwork with the title “Power monitoring for Red Hat OpenShift” and the technology icon for the power monitoring for Red Hat OpenShift component.
Image showing misuse: A presentation title slide with the title “Power monitoring for Red Hat OpenShift” has custom artwork using an orange-to-yellow gradient and green details, created from the power monitoring for Red Hat OpenShift component technology icon.

Non-Red Hat offerings

It’s important to be clear about which offerings are unique to Red Hat versus which are community projects, partner products, or general software concepts. We don’t want to overstep our role in the community, and we don’t want to mislead our customers and erode their trust in Red Hat. When we’re referring to these offerings or listing them on marketplaces, it’s best to be as careful and transparent as possible.

A screenshot of a marketplace listing shows a listing titled “Podman” and marked as “Provided by Red Hat.” The listing image is the Podman logo.

Open source community projects

Ask the community for permission to use their name, logo, or icon first. Always use their assets as provided and follow their brand guidelines. Never use or create a “Red Hat version” of their logo or icon.

If the community does not give us permission to use their assets, explore alternatives to represent the community like typing out their name or using a standard icon.

A screenshot of a marketplace listing shows a listing titled “IBM Business Automation Manager Open Editions” and marked as “Provided by Red Hat.” The listing image is the IBM logo.

Partners

Use the name, logo, or icon of the partner. Don’t imply that Red Hat owns or created someone else’s product or solution.

Make sure you have permission to use the partner’s assets and follow their brand guidelines. Refer to the partner handbook for more info on how we appear with partners.

A screenshot of a marketplace listing shows a listing titled “Bulk import plug-in” and marked as “Provided by Red Hat.” The listing image is the Red Hat standard icon for “import.”

Industry-standard concepts

If you’re referring to a more general, industry-standard technology concept that’s not unique to Red Hat, you should use an icon from the Red Hat standard icon library. Refer to the concept using a commonly understood name that doesn’t imply a unique Red Hat offering.

A screenshot of a marketplace listing shows a listing titled “Buildah” and marked as “Provided by Red Hat.” The listing image is the Buildah community logo, which is a gray dog wearing a yellow hardhat.

Represent open source community projects and partner products using their own name, logo, and other branding—with permission.

Image showing misuse: A screenshot of a marketplace listing shows a listing titled “Buildah” and marked as “Provided by Red Hat.” The listing image is a modified version of the Buildah community logo, showing a gray dog wearing the Red Hat fedora.

Don’t recreate the logo or other branding of an open source community or a partner in Red Hat’s style. Don’t create a name that implies that it belongs to Red Hat, either.

A screenshot shows two call-to-action cards on a webpage. The first card has the Red Hat Connectivity Link icon and a link to learn more about the product. The second card has the standard icon representing “microservices” with a link to learn about Red Hat’s approach to microservices.

Represent Red Hat offerings with their technology icons. Represent general concepts with a standard icon and industry-standard name of the concept.

Image showing misuse: Two screenshots are shown side-by-side. The first screenshot shows a call-to-action card where the Red Hat Connectivity Link icon has had the rounded rectangle removed. The second screenshot shows a call-to-action card where the standard icon representing “microservices” has been placed inside of a rounded rectangle.

Don’t remove technology icons from their rounded rectangle or place standard icons inside of a rounded rectangle to make icons match. It’s okay to combine multiple types of Red Hat icons in the same layout.

Applying product branding

Red Hat offerings appear across digital and print mediums, from product interfaces to event spaces to videos and more. Consistent branding across all applications builds recognition for our offerings and the Red Hat brand.

Product branding in marketplaces and catalogs

When our customers are searching for new software, they often turn to marketplaces and catalogs from Red Hat and our partners. With so many offerings available, it’s important for our listings to be clearly and accurately identified as Red Hat offerings so that customers can find them quickly and easily.

Three marketplace listings for Red Hat products that feature the full color technology icon of each product.

When listings have an image, use the offering’s full color technology icon so that customers can distinguish between multiple Red Hat offerings on the same page.

Catalog listings for Red Hat AMQ and Red Hat build of Keycloak. Both listings use the full name of the offering with appropriate capitalization.

Use the full, approved name for offerings. For products and platforms, that means including “Red Hat” and typing in title case. For components, pay attention to the official spelling and capitalization of the name.

Marketplace listings for Red Hat Ansible Automation Platform and Red Hat Runtimes. Both listings have multi-sentence descriptions of the product.

Listing descriptions should put the information that’s most useful to the customer first. Refer to the product’s messaging guide and keep the description clear and concise.

Listings on a Red Hat-owned marketplace. Each listing has technology icons for one of our platforms at the bottom. The cursor hovers over one of them, revealing a hover state that says “Red Hat OpenShift.”

In Red Hat-owned marketplaces, you can use technology icons to indicate that listings are compatible with specific Red Hat offerings.

A screenshot of the AWS marketplace shows a listing for Red Hat OpenShift Service on AWS, posted by Amazon Web Services. The image for the listing is the OpenShift technology icon.

First-party listings of Red Hat offerings in marketplaces should use Red Hat technology icons for the image, even though Red Hat is not listed as the provider or source of the software.

A screenshot of a marketplace shows a listing for Red Hat AMQ 7, listed by Software Resell, LLC. The image for the listing is the Software Resell, LLC. logo.

Partners or resellers who are listing Red Hat offerings with permission should use their own logo for the listing image. Learn more on the partner handbook.

Image showing misuse: A screenshot shows marketplace listings for multiple Red Hat products, each of which use the Red Hat logo or a product logo for the listing thumbnail.

Do not use the Red Hat logo, product logos, or the hat for listings. This makes it difficult to distinguish between multiple Red Hat listings.

Image showing misuse: A screenshot of a marketplace listing shows the Red Hat Enterprise Linux technology icon followed by “RHEL.”

Do not abbreviate names or use a name other than the full, approved name of an offering.

Image showing misuse: A screenshot shows marketplaces listing for Red Hat Ansible Automation Platform and Red Hat OpenShift. Both listings are using outdated icons.

Do not use the logo or icon of an open source community project or an outdated product icon.

Product branding in interfaces

The interface is the actual product itself, where our customers do their work. For many customers, this is the most common way they interact with our brand. Product branding in the interface should improve the user experience (not get in the way), and should clearly communicate which Red Hat offerings they are using.

A screenshot of the Red Hat OpenStack Platform interface shows the two-line, full color product logo in the top left of the masthead. The logo has adequate clear space so it fits in the space and is easy to read.

Use the one- or two-line, full color product or platform logo in the masthead of the interface, with appropriate clear space (at least the height of the “e” in the word “Red”). Always use the approved logo image file rather than recreating the logo.

A screenshot of the Red Hat Ansible Automation Platform homepage on the Red Hat Hybrid Cloud Console. The page hero banner includes a description of the product on the left and decorative platform artwork for Ansible on the right.

Use platform artwork or general Red Hat imagery—like an illustration or icon pattern—for decoration on hero graphics and empty states.

A screenshot of the Red Hat Hybrid Cloud Console focuses on a card. The card shows the Red Hat OpenShift technology icon followed by the word “Overview.” Clicking on the card leads the users to a page with options for OpenShift cluster types.

Use technology icons to help users navigate the interface and differentiate between Red Hat offerings.

A screenshot of an application designed in the Google Material Design UI system focuses on the sidebar. There are buttons for various pages and plug-ins. The button for the Ansible Playbooks plug-in uses the white technology icon for Ansible Playbooks.

In interfaces that are built with other design systems (like Material or Carbon), you should still use Red Hat technology icons as they exist to represent our offerings. Use the one-color version of icons when necessary.

A screenshot of the interface for migration toolkit—which is a component—shows the Red Hat logo in the masthead with the migration toolkit name typed at the top of the sidebar.

In PatternFly, component interfaces that aren’t tied to a specific product or platform should use the Red Hat logo in the masthead and type the name of the component in the sidebar.

A screenshot of an interface that does not have a sidebar shows the name “Red Hat build of Apicurio Registry” typed in Red Hat Display font on the left side of the masthead, with the Red Hat logo shown on the right side of the masthead. The two are separate so that it is clear that they are separate elements and not a combined logo.

In component interfaces without a sidebar, type the name of the component in Red Hat Display Medium in the masthead. Place the Red Hat logo in a separate but prominent spot in the interface, like the opposite side of the masthead.

Image showing misuse: A screenshot of a product interface shows that the masthead contains a one-color red product logo.

Avoid using one-color logos. In digital applications, we should use full color logos.

Image showing misuse: A screenshot of a login page shows the three-line Red Hat OpenShift Container Platform logo in the masthead. The logo is too large for the space and has no margins or clear space.

Don’t use a three-line product logo in a masthead; there’s not enough room. Opt for a one- or two-line logo instead, which you can request from the Brand team if needed.

Image showing misuse: A screenshot of a product interface shows that the masthead contains a hat icon paired with the words “Power Monitoring For Red Hat OpenShift” in title case.

Don’t create logos for components. Don’t combine text with the hat or a technology icon.

Image showing misuse: A screenshot of the Hybrid Cloud Console interface shows a box with the OpenShift technology icon without the rounded rectangle bounding shape.

Don’t modify technology icons by changing their color or removing them from the rounded rectangle bounding shape.

Image showing misuse: A screenshot of the sidebar in a Material Design interface shows the icon for the Ansible Playbooks component, which has been redrawn in the style of Material Design.

Don’t redraw Red Hat icons in the style of another design system. Don’t represent a Red Hat offering with an icon from another design system, either.

Image showing misuse: A screenshot of an empty state in a product interface shows artwork that is purple and orange and is not drawn in Red Hat style.

Avoid using artwork or graphics for heroes and empty states that don’t match the Red Hat design language.

Product branding in presentations

Presentations at Red Hat events, webinars, and sales meetings are often the first place prospective customers and partners see our product branding. It’s important to make the most of those first impressions. And remember—nothing is internal only: Design your slides with the expectation that they might be seen by customers and partners in the future.

A presentation title slide has the headline “Using Red Hat OpenShift Service on AWS” followed by the subheader “Getting started with ROSA for your business.”

Use the full name of an offering on the first use. Approved acronyms and abbreviations come in handy, but they can be confusing without context.

A presentation slide listing supported components for Red Hat Ansible Automation Platform shows the technology icons for Red Hat Ansible Lightspeed, Ansible Rulebook, and Ansible content tools, followed by paragraphs describing the benefits of each.

Build recognition for our icons and simplify graphics by using technology icons. You can type the name of the offering near the icon for added context.

A presentation slide shows 3 columns of text. Each column has an icon above it. The first 2 columns have the technology icons for Red Hat Enterprise Linux and Red Hat Insights, while the third column has a standard icon representing “support.”

Set viewer expectations by using the correct type of icons. Represent Red Hat offerings with technology icons. Represent general concepts with icons from the standard icon library. It’s okay to mix types of icons on the same slide.

A presentation slide shows the Red Hat stack diagram, which describes where different Red Hat offerings fit in our technology stack. Each layer of the stack is labeled with multiple Red Hat product names, each typed out in Red Hat Display font.

When listing multiple Red Hat products on the same slide, type out the names in plain text or use technology icons rather than using multiple product logos.

The title slide of a presentation shows the Red Hat Ansible Automation Platform product logo, and the title “Automate your business to innovate. To the right, the “A” shape from the Ansible technology icon has been adapted into gradient-based artwork to add visual interest to the slide.

For presentations related to a platform, use one of our platform presentation templates. They have platform artwork built in.

The title slide of a presentation titled “Using custom metrics autoscaler” shows the Red Hat OpenShift product logo and the platform artwork for OpenShift.

When referring to a component, use either the general Red Hat presentation template or the template for the platform that the component falls under.

Image showing misuse: A presentation slide shows the Red Hat stack diagram, which describes where different Red Hat offerings fit in our technology stack. Each layer of the stack is labeled with multiple Red Hat product logos, resulting in a repetition of the Red Hat logo.

Avoid a “sea of red hats.” Don’t fill a slide with multiple product logos. Use technology icons or type out the names in our font instead.

Image showing misuse: The title slide of a presentation titled “Using OpenShift for your business needs” shows outdated product artwork for OpenShift, based on the outdated OpenShift icon.

Don’t use outdated product logos or icons. Check to make sure that you’re using the most recent version of our brand assets.

Image showing misuse: A presentation slide listing supported components for Red Hat Ansible Automation Platform shows the names of the components listed with the hat icon placed directly beside them.

Don’t create logos for components or pair them with the Red Hat logo in a way that looks like an official logo. Use the component’s technology icon instead.

Image showing misuse: A presentation slide has the title “Using ROSA” and the subheader “Getting started with ROSA for your business.”

Don’t use abbreviations on the first reference to an offering. Use approved acronyms or abbreviations only after introducing the full name.

Image showing misuse: A presentation slide shows 3 columns of text. Each column has an icon above it. The first 2 columns have the technology icons for Red Hat Enterprise Linux and Red Hat Insights. The third column shows the standard icon for “support” placed inside of a rounded rectangle that mimics the design of a technology icon.

Don’t modify icons or imply that a general concept is an official Red Hat offering. It’s okay to mix multiple icon types on the same slide.

Image showing misuse: A presentation title slide with the headline “Using Red Hat Developer Hub” shows customized artwork that was created by making the Developer Hub technology icon into a 3D object.

Don’t use technology icons to create custom artwork for a component or product. Only our 3 platforms use custom artwork.

Product branding in marketing materials

Marketing spans a huge variety of mediums—from our website to advertising, from swag to giant event booths. Using product branding across these applications creates a consistent journey for our customers as they learn more about Red Hat and our offerings, which makes it easier for them to trust what they see when they’re buying and making purchasing decisions. We want to make every brand impression count.

A collateral document about “the future of computing at the edge” has the Red Hat Device Edge product logo in the top left.

Use product logos on collateral when it’s relevant to the content.

A screenshot of the homepage of the Red Hat website shows three cards with information about our core platform products. Each card has the technology icon for the platform followed by the full name of the platform written out.

In web graphics, use technology icons and platform artwork to visually tie the web experience back to other parts of the customer journey.

A screenshot of an email inbox shows an email titled “Red Hat OpenShift Virtualization for your workloads.” The email header image has the Red Hat OpenShift logo and OpenShift platform artwork.

When marketing a component, use branding and artwork for the product that the component is a part of. This makes it clear which of our products the customer should purchase to use the component.

A social media post from Red Hat shows an image with the title “Shift left security in the software supply chain” followed by the Red Hat Trusted Software Supply Chain product logo. On the right is a Red Hat illustration related to security concepts, showing a shield and data on top of a monitor.

When you need additional visuals, choose general illustrations, icon patterns, or photography related to the concept.

A black polo shirt has the product logo for Red Hat Consulting embroidered on the breast pocket. A yellow t-shirt has the technology icon for Red Hat Ansible Lightspeed and the text “Automate crazy fast with Red Hat Ansible Lightspeed” across the chest. The Red Hat Ansible Automation Platform logo is printed on the left sleeve.

Always include either a product logo or the Red Hat logo on swag. Place the logo in a separate imprint area from the main artwork if needed.

Nine keyframes from the Red Hat Enterprise Linux video outro show the Enterprise Linux technology flying in from above the frame. The icon settles beside the URL “redhat.com/rhel.” After a few seconds, the icon fades into the background and the Red Hat Enterprise Linux product logo appears.

In videos, use approved intros and outros. For our 3 platforms, these include animated technology icons in combination with the platform’s logo.

Image showing misuse: An image shows the back of a t-shirt with 8 product logos.

Avoid using multiple product logos on one piece of swag. Instead, use the Red Hat logo and then type out the names of the products.

Image showing misuse: A social media image with OpenShift artwork and the text “Optimize your workflows with OpenShift Virt.”

Don’t abbreviate or simplify names in marketing materials. It might be the first time the customer is hearing about the offering.

Image showing misuse: An image shows a polo shirt with the Red Hat Quay technology icon on the breast pocket. The shirt has no other branding.

Don’t create marketing materials without a Red Hat logo or product logo. Icons and artwork might not be recognizable on their own.

Image showing misuse: A social media image advertising Red Hat Trusted Software Supply Chain. On the right, the technology icon has been enlarged and modified to have gradients and outlined strokes.

Don’t modify technology icons to create custom artwork for products or components. Use existing illustrations, icons, and photography.

Image showing misuse: A collateral document about the future of edge computing. In the top left, the Red Hat Device Edge product logo has been locked up in a co-brand with a partner's logo.

Don’t co-brand a product logo with a partner logo. For co-branded product marketing, use a standard co-brand logo.