Our brand platform
When our brand was founded in the 1990s, we had one product—Red Hat® Linux—sold in boxes at retail stores and only a few offices. Today, we offer a broad portfolio of enterprise technologies, built and supported by thousands of associates around the world, each responsible for adapting and sharing our brand and culture.
In order for our brand to show up consistently, it’s important that we all understand what we’re working to achieve together. Our brand platform—built on the foundation of our history, culture, and company strategy—provides this global company of 22,000 a singular way of connecting with our audiences as one. When we align our work with our brand platform, we create a shared identity for Red Hat and ensure that our core message is consistent, no matter where or how we show up.
Our brand platform is made up of 3 core statements: our value proposition, brand position, and brand promise. All 3 are summed up in our brand mantra—a rallying cry that we can all use as a guide when we represent the Red Hat brand.
Brand promise
As a brand, we build trust with our customers by consistently meeting the expectations we set. This may start with marketing messages, but it includes all of our interactions with our customers, from the interface to support calls. Our brand promise is that commitment we make to our customers.
We unlock opportunities for innovation, everywhere.
Brand mantra
When we look at all the different statements and frameworks around our strategy and culture, it can be hard to know how they all come together and impact the work we do day-to-day. Our brand mantra takes all of that complexity and brings it together into a single phrase.
It’s not a tagline or headline we use in marketing, but a foundational statement that’s easy to keep in mind as we work:
No one innovates alone.
The desire to solve problems and push ideas forward together—with our people, platforms, and partners—is core to our open source approach and our culture as Red Hatters.
We are collaborators who show up for people
This is how to innovate confidently.
Our customers receive the most experienced support from passionate, highly skilled open source experts—a diverse group of problem-solvers who care about doing whatever it takes to solve tough issues, together, technical or otherwise.
We are builders of hybrid cloud platforms
This is how to innovate consistently.
Our platforms are built for hybrid use cases, anywhere our customers’ most important, most complex projects need to run. This maximizes consistency when developing apps, standardizing infrastructure, and automating at scale with ease.
We are the most reliable partner in tech
This is how to innovate comprehensively.
Our customers’ vendors, systems, and investments are all connected into our open ecosystem of partners and communities, providing unmatched freedom and choices to change, flex, reinvent, or stay the course.
We are Red Hat
From the beginning, our shared history, purpose, and culture has informed what we do and how we do it.
Expressing our brand platform
The essence of “no one innovates alone” guides everything we do and every experience we provide for our customers. What that looks like can be different depending on the circumstances, audience, and goals of the project—but it all connects back to our brand platform.
To introduce our brand mantra to Red Hatters, we focused on where we started — with the helpful person in the red hat. The anthem video and campaign continues that legacy of sharing knowledge, inspiring others to be curious, and connecting to our legacy.
PatternFly is an open source design system that provides access to UI design standards, guidance, and tools to help design teams work efficiently and build better digital experiences. We empower our teams to share their work with the world so communities can get a head start on their own.
Our global brand campaign started with research. We learned as much as we could about our customers and users, their work, and how we could help them serve their own customers. The tagline “Keep your options open” represents what we offer: the freedom to choose and the opportunity to grow.
Red Hat Summit is the embodiment of our brand promise. Since 2005, our flagship event has been the most important time of the year for our brand, partners, customers, and communities. It’s here where we celebrate the power of open source and the opportunities that lie ahead.
Like our approach to the operating system, our approach to AI models is designed around a community approach. InstructLab is a free and open source tool that makes it possible to modify LLMs without retraining, reducing the cost and risk and making AI model development open and accessible to all.
When all the parts of our portfolio work together, our users are able to focus on delivering for their own customers. We built a visual system for our products and platforms that connects all our experiences, from marketing to interfaces and documentation, so our users can find what they need and get back to solving problems.
Learn more
Our history
A detailed look at where we’ve gone and where we’re headed.
Our brand platform
Learn more about our value proposition, brand position, and brand promise.
Our brand personality
The defining traits of our brand, from how we talk to how we look.
