Red Hat and IBM
In 2019, Red Hat® was acquired by IBM as part of the largest software deal in history. While Red Hat is now owned by IBM, we remain a wholly distinct entity with our own independent brand, culture, and industry partnerships. We remain true to our identity when we are thoughtful about how IBM and Red Hat appear together and separately. When we appear together on branded materials, we co-brand with IBM in the same way that we co-brand with all Red Hat partners.
How we appear with IBM
When considering co-branding, the most ideal option is to keep Red Hat neutral. Most of the time, the Red Hat and IBM brands should be used separately.
When we need to specifically discuss our partnership with IBM, we use co-branding. In some instances, like Red Hat Marketplace, both brands benefit in ways they wouldn’t otherwise through co-creation. These situations are rare and should be handled collaboratively by both brand teams.
Start with the Red Hat logo. Most of the time, Red Hat communications and projects should use the Red Hat logo alone.
When our main goal is to communicate our partnership with IBM, co-branding is the best choice.
Co-creation is handled by both brands when both can offer a distinct product or service that wouldn’t be possible alone.
Co-branding logo lockups
Use a co-brand logo lockup only when you are talking about the Red Hat and IBM partnership. Minimum clear space around the logos is the height of R in the word 'Red.' Clear space is the area around the logos that should be clear of other logos or distracting graphics.
Standard Red Hat and IBM logo lockup, for Red Hat use only.
Standard IBM and Red Hat logo lockup, for IBM use only.
Applying Red Hat and IBM co-branding
Co-branding should be used in specific instances when the Red Hat and IBM partnership has an equal focus. If the focus is on our partnership, we co-brand in applications like presentation templates, video outros, and event spaces.
Red Hat presentations that talk about our IBM partnership should use the co-brand version of our corporate presentation template, and they should follow all standard Red Hat presentation template guidelines.
In the outro sequences for partnership-related videos that are hosted on Red Hat channels, we use an animated version of the co-brand logo in which the Red Hat logo leads.
IBM event booths
In an IBM event booth, use the Red Hat logo to represent Red Hat products and technologies.
Red Hat event booths
Red Hat-sponsored booths use Red Hat branding and event guidance.
What about co-branding swag?
Do not create joint Red Hat and IBM swag for use internally or externally, including at events. At joint events, offer Red Hat swag. Consider offering two separately-branded pieces of related swag instead, like a Red Hat-branded pen with an IBM-branded notebook.
Do not alter the Red Hat or IBM logo. Use the corporate, endorsement, or co-brand logo lockup that is appropriate to the specific situation. Both organizations must approve new co-brand ideas.
Do not combine our logos to create a new image.
Do not replace Red Hat colors and fonts with IBM colors and fonts.
Do not place the logos in bounding shapes or containers.
Do not create custom logo lockups.
Do not create vertical or stacked co-brand logo lockups.
Do not apply other colors or gradients to the co-brand logo lockup.
Do not create gradients to signify red and blue coming together.
Do not use the Red Hat fedora alone in a co-brand logo lockup.
Do not create custom lockups using subbrands or product logos.