A good brand is about consistency. A good campaign is about targeting and responding to customer needs and the market. Knowing which one you’re dealing with is key.

BRANDS

Brands are long-term investments built over many years. They’re stable, solid, and meant to reach a broad audience.

CAMPAIGNS

Campaigns exist to promote products and solutions. They’re short-lived, flexible, and answer specific questions for target audiences. They have clear goals and metrics. Campaigns should reflect our brand, but not define it.

Download the campaign vs brand decision guide

Download current campaign guidelines

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CORPORATE BRAND
The corporate brand is bold and red. Use it when the focus is on the company, not the products or technologies. 

Awareness campaigns, investor relations, sponsorships, and most internal communications should use the corporate brand. 

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CAMPAIGNS
Campaigns strike a balance between the corporate brand and the campaign message. 

While most of the ad is devoted to the message and concept, the lower right corner is reserved for the logo and red triangle. 

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PRODUCT BRANDS

Product brands are similar to the corporate brand, but use product color pairs and patterns instead of corporate red. The triangle becomes a stripe across the page.

Product collateral, product interfaces, and product launches all use product brands. 

CAMPAIGN TRIANGLES

Campaigns always use a triangle in the lower right corner. Being consistent about how the triangle is used in campaigns means more freedom when it comes to the ad concept and message.

In most applications, the triangle will be red, will contain the Red Hat logo, and will be in the lower left corner of the ad.

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Always up and to the right.

Always touching or overlapping the corporate pattern.

Always Red Hat red.

Always respecting clear space.

CORPORATE AND PRODUCT STRIPES

For corporate or product brands, the angle is more flexible. Use it as a bold stripe across the page. Move it around, add stripes, change the transparency. Let it bleed off the edges of the page. Be playful.

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Always up and to the right.

Always using the corporate or product pattern.

Always bright Red Hat red or a product color.

Always respecting clear space.

CALLS TO ACTION

Always use the standard call to action. The bounding box should be red in most cases, but can be reversed to white as needed.

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Our call to action buttons are not limited to the web, we use them in print as well. This creates a seamless interaction for our customers.

EXAMPLES

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SOLUTION CAMPAIGNS
Using the corner triangle consistently means that we can both reinforce the Red Hat brand and address specific audiences for each campaign.

Here, the top two banner ads are part of a private cloud campaign, while the bottom two promote storage solutions.

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GLOBAL AWARENESS ADS
One campaign is implemented differently in different regions. Here, a North American ad focuses on customer statistics, while in Latin America the message is about the breadth of the Red Hat portfolio.

DON’T

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Don’t use angles other than 45°.

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Don’t use triangles or stripes that slope downward.

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Don’t leave a gap between the triangle and the pattern.

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Don’t use transparent triangles or stripes over very dark backgrounds. 

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Don’t let the edge of the triangle violate Shadowman’s clear space.
 

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Don’t let the edge of a stripe violate Shadowman’s clear space.