Patterns provide a unified set of vector graphics that extend our visual language. Unlike photos, vector elements like these patterns can be used at any scale, can be screen printed or embroidered, and can be incorporated into diagrams, illustrations, infographics, or ad concepts.

The pattern can stand on its own as a design element or melt into the background. It can be novel, subtle, or unexpected.

Each pattern is unique, but built on the same grid and with the same basic elements.

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The same grid forms the basis for each pattern, which is made up of lines, circles, or both.

Each product group (as well as services, partners, and communities) has its own unique pattern. This differentiates product lines within the 3 main product groups, but maintains consistency. Product groups are based on our brand architecture.

Use patterns with the appropriate color palette for the product group, as shown below, or with our corporate and secondary color palettes.


Anything that is specific to one product, product group, or service should use the pattern for that product group.

Materials intended for partners, like sales aids or information about our partner program (but not customer-facing collateral), should use the partner pattern.

Use the community pattern when Red Hat talks about our involvement in open source communities. Those communities do not have to use a pattern in their own branding.

Corporate messages and multi-product campaigns or materials should use the corporate pattern. If you’re not sure which pattern to use, go with the corporate pattern.

RH_storage_patternWhen you use the pattern as a stripe, make sure it’s at a 45° angle and that it’s moving up and to the right.

RH_pattern_portraitPatterns can be incorporated into photos or graphics, adding depth and interest.


Have fun with the patterns. What happens when you break them up? How about if they build over time? What if they have dimension and weight?


For campaigns, the pattern can be included as part of the corner triangle or incorporated into the ad itself.


Using patterns as an all-over fill is a great way to create simple backgrounds.



Don’t orient patterns at angles other than 45°.


Don’t overlap, combine, or place 2 different patterns next to each other.


Don’t fill in patterns coloring-book style.


Don’t let the pattern invade Shadowman’s clear space.



Patterns don’t always have to be center stage. Hiding them as textures can add richness and a subtle tie to the product brand.


When the team made t-shirts, they chose to deconstruct the corporate pattern to illustrate different teams coming together.

pattern_examples_intextThe pattern can be a fun and playful design element, like this recruiting postcard that uses a pattern inside the word “OpenStack.”


The homepage hero always incorporates a pattern at a 45° angle, but it changes each time. For this one, it becomes part of the environment.