At Red Hat, we use animation to tell stories and infuse presentations with personality and authenticity. Animation helps us engage and share even complex information in simple, consistent, and understandable ways.
Red Hat animation is personal, subtle, and natural—and should always reflect the Red Hat brand personality.
Of course, we don’t want our animations to seem mundane, slow, or overly scripted–they should focus on the most important concepts and visually tell the story from beginning to end.
WHAT OUR ANIMATIONS ARE:
WHAT OUR ANIMATIONS ARE NOT:
Animating Red Hat logos
Our videos always end with the same standard outro that includes the full corporate logo and Creative Commons licensing information. There are some situations where we will modify the outro, for example, to coordinate with a customer’s branding or to match the tone of a piece. However, the overall effect must remain consistent.
The corporate logo is only used in the outro. It should not be used to represent Red Hat within the animation.
If you do animate the logo in the outro, use only basic and subtle animations like scale, position, and 3D rotation along the y-axis.
Use product logotypes to represent our products within an animation. Treat them the same way as our corporate logo—use only basic animation. Never animate individual letters or words.
Keep it simple. Animate type consistently throughout the piece, and limit the number of different type animation styles or techniques to one or two.
Title screens can be useful for a video series, but aren’t always necessary. The title screen can change to fit the branding, look-and-feel, or tone of the piece.
Typically, the call to action (CTA) screen comes just before the outro and should follow the look and feel of the video. Use an easy-to-remember URL, and don’t include the “www.”
We use the same lower-thirds template for all our videos and animations. Using all caps gives them a modern, bold, and authoritative feel.
In most cases, the text in the lower third should be left-aligned. If the subject is in the left side of the frame, or the title is very long, right-align the text instead. Never center the text.
If the type blends into the background, use a soft drop shadow or other subtle technique to make sure the lower third is legible. Avoid shadows that are opaque, have hard edges, or look extruded.
Icons and illustrations
Be aware that using outlines may make an animation feel like a diagram. Most animations work better with solid shapes. Use existing icons as a framework and colors from our color palette to add simple, flat dimension.
If you need something that’s not in our icon library, create the assets you need to tell the story. If an icon is too simple to be used at a large scale, add detail. If an icon is too complex to be used at a small scale, remove detail.
Use the primary and secondary color palette for large areas of color and backgrounds.
A bright-colored background can overpower the rest of the elements in the frame, but our red is especially tricky. On screen, it has a vibrancy and reverberation that makes it difficult to work with (and watch). Using neutral backgrounds keeps the focus on the message.
Gradients, facets, vignettes, and textures are great for backgrounds, as long as they are subtle. Never overlay a transparent white on top of red (or do anything else that would result in light red or pink).
Use the Shadowman icon to represent Red Hat. Instead use red to color code or use written labels.
Use flashy or over-complicated animations.
Create an animation for every single line of dialogue.
Use red for background colors, use secondary colors instead.
Animations in use
Our flat illustration style is emphasized by light and shadow to create a richer look. This animation matches an existing campaign. For this reason, it is an exception to the red background rule.
Since our icons and illustrations share common elements, it’s easy to mix them. In this workshop video, the combination of dimensional illustrations and flat icons creates a world that feels rich and interesting.