When Red Hat endorses another brand, we lend our credibility and reputation for quality, value, and expertise to the brand we are endorsing.
A clear endorsement strategy helps us be consistent in our communications about our relationships to other brands and organizations. Using the Red Hat logo with other words (or brands) signifies a relationship between them.
Endorsements also create a link between brands within our portfolio, offer freedom for individual brands to market themselves to different audiences, and allow for a presence in different brand stories and value propositions.
Our standard endorsement is the Red Hat logo, plus a red bar that states the relationship between Red Hat and the endorsed brand.
The Red Hat logo can be justified right or left. The bar can be reversed to white or, in certain contexts, be changed to black.
SPONSORED BY RED HAT
Sponsored by Red Hat signifies a relationship where Red Hat provides funding and resources for the property, and the endorsed brand should follow corporate guidelines, with slight flexibility on branding elements.
SUPPORTED BY RED HAT
Supported by Red Hat signifies a relationship where Red Hat provides funding and resources for the property, but the endorsed brand has its own look and feel. The endorsed brand likely does not tell a full Red Hat story, but the Red Hat brand is used to give additional equity and credibility to the endorsed brand.
POWERED BY RED HAT
Powered by Red Hat signifies that Red Hat software is embedded inside another technology, solution, software, or hardware. This can be used by partners to show their solutions are running on Red Hat software.
WHEN TO USE AN ENDORSEMENT
Use an endorsement when a brand or group has a special relationship with Red Hat that goes beyond a run-of-the-mill sponsorship. Endorsements shouldn't be used when other companies' logos are also being shown in the same context.
Although Red Hat provides funding and resources for opensource.com, they maintain their own brand apart from Red Hat. This means they use the “supported by Red Hat” endorsement.
While most endorsements use a red bar, in this case the community called for a more subtle approach. In situations like this, using a black bar instead is a good compromise.
WOMEN IN OPEN SOURCE AWARD
Because the Women in Open Source Award is supported by Red Hat and closely tied to our brand, they use the “sponsored by Red Hat” endorsement.
Don’t use the Red Hat logo without the rest of the endorsement mark, as this may look like the event or program is owned or organized by Red Hat.
Don’t use our logo as part of a sentence. Write our name in text, or use the full endorsement logo.
Don’t break any of the Red Hat logo guidelines.