Our brand personality
Brands, like people, have their own personalities. The Red Hat® brand personality captures the essence of who we are, from our motivators to our behaviors. Each detail is unique and defines how we want the world to see us.
This is the creative foundation that brings our brand platform to life consistently, no matter where we are, who we’re with, or what we’re talking about.
Core traits
Our brand personality is built on four core traits: open, authentic, helpful, and brave. Like our values, no single trait is as important as all of them. We strive for balance by not leaning too heavily in the direction of any single one.
Open
We believe it’s better to be open; it’s a proven way to create better experiences and outcomes for everyone. We apply open source methodologies not only to our software and products, but to how we show up for our customers and each other. By being honest and open, we invite our audiences to participate.
Authentic
We take trust seriously—it’s easy to lose and harder to gain, so we don’t pretend to be something we’re not. We strive to create genuine experiences that show the real ways real people use technology every day. It’s why we’re always relatable and mindful, never presumptuous or careless.
Helpful
We advocate for collaboration and transparency because the exchange of information is what helps us all go further. Our brand was built on sharing knowledge and expertise, which is why we intentionally focus on our customers’ goals to deliver what they actually need.
Brave
We aren’t afraid to stand out or stand up for our beliefs. We’re at our best when everything we make represents our values and our mission. We’re a company with a long history of being confident in what we believe is right, even if the rest of the industry is doing something else.
Our creative approach translates our personality into principles that guide how we sound, look, and feel. Keeping these traits in mind strengthens, not restricts, how we show up in the world. When applied thoughtfully and consistently, they ensure that our audiences can better identify, understand, and remember us.
How we sound
Brand voice
How we convey our messages to our audiences. Like a person adjusts their way of speaking, our voice flexes based on what the situation calls for. For example, we may lead with empathy when discussing complex realities—or bravery when challenging an approach that only works for a select few.
Our brand voice is experienced, compassionate, and progressive.
These belief statements define our brand voice, and guide us to say the right things to the right crowds in the right ways.
We’re experienced, but not purists
We speak confidently because we know our stuff, but we aren’t a know-it-all. Good ideas can come from anywhere, and we can only identify them if we welcome diverse perspectives into our conversations. That’s why we share our expertise while creating accessibility through our word choices to ensure everyone can follow along.
We’re compassionate, but not compliant
We make our audiences feel seen because we’ve been them—we are them. We uniquely understand their reality and are committed to showing up, no matter the difficulty. We lead with empathy, humility, and transparency—especially when providing our honest take on how best to navigate problems and create value.
We’re progressive, but not reckless
We lead by example, through the nonsense, and with bravery. Just because the tech industry does or says something doesn’t mean we follow suit. We believe in a purpose greater than ourselves, which is why we respectfully challenge the status quo not because we want to be right—but because we want us all to be better.
Brand tone
How we express our brand voice, reflecting the nuances that ensure we’re speaking to our audiences at all times—not at them or past them.
Our audiences—no matter their role, location, or business—are people just like us. They work hard to solve problems, realize ideas, create value, and go home on time.
Adjusting our tone respectfully and adeptly is key to ensuring our audiences feel seen in their experiences, not disregarded or isolated in them. Consider who we’re talking to first—their unique tensions, worries, and desires—to determine the right tone to strike. Start here:
We know how to read the room because we've been in the room, too.
What is their current state of mind?
When we understand our audience’s problem to solve and readiness to solve it, we can better determine the appropriate approach and altitude for conveying our messages.
How do we want them to feel after hearing from us?
Think about the tension, or feeling, that stems from our audience’s problem to solve. Then flip it. For example: If they’re feeling uncertain, we want them to feel confident.
If they take away one thing, what would it be?
There’s a difference between what we need to say and what they need to hear. The right tone considers our audience before ourselves.
Brand style
How to ensure consistency in how our voice and tone comes to life through the words we write or speak.
Be clear
Leave no question unanswered.
"Automate any tool across any environment."
"Streamline your tech setup."
Be concise
Simplest is best.
"Benefit from an OS that moves with you."
"Harness the power of an operating system that evolves with your business."
Be conversational
Write like people talk.
"With us, you’ll never work alone."
"We drive collaboration for maximum business impact."
Be credible
Tell the truth—no matter what.
"Built with a security-first mindset."
"You’ll never have to think about security again."
Be compelling
Better word choices lead to better impact.
"Industry, Inc. saves 6,000 work hours with automation."
"Industry, Inc. shifts focus to innovation with automation."
Learn more
Red Hat corporate style guide
A list of writing guidelines for common words and abbreviations.
Naming and trademarks
How we name things at Red Hat and how to talk about our trademarks.
Red Hat Word Nerds
A cross-functional community of writers and crafters of words or ideas.
How we look
How we look extends beyond graphics into everything we create. Everything from product and web interfaces and event booths to videos and office spaces impact the way that our audience perceives Red Hat.
We infuse our brand personality into the things we create by asking ourselves questions as we work. Sometimes these concepts feel contradictory, but the way we balance the tension between them is what makes Red Hat unique.
Open
Is it clean and straightforward?
Our layouts are uncluttered and our spaces are approachable. Rather than boxing things in, we allow them to overflow and overlap to create a sense of depth.
We highlight what matters by taking advantage of white space and applying limited, stylized color.
Authentic
Is it relatable and real?
We build real technologies for real people. Technology alone can feel sterile, so we show real people—or the ways that real people interact with technology—to ground things in reality.
We take time to make our work accessible and inclusive of everyone, and never careless or presumptuous.
Helpful
Is it meaningful and representative?
The power of software isn’t something that can be captured in a photo. We illustrate how software can solve our audience’s challenges by visualizing intangible ideas and innovations.
We collaborate directly with subject matter experts to be sure that what we’re creating is a truthful—rather than hyperbolic—representation of the concept.
Brave
Is it opinionated and intentional?
Just like the color red, we’re bold and confident. We apply our design language consistently to create things that are unmistakably Red Hat.
We respect the audience’s time by getting to the point. That means drawing attention to a single, key focal point and avoiding design for the sake of design.
