Brands, like people, have their own personality. Our brand is open, authentic, helpful, and brave.

Every interaction with Red Hat should reflect those core traits.


Our deep commitment to openness isn’t the secret to our success, it’s the reason for it.

Our openness is rooted in the principles and practices of open source software development. This means that anyone can see, study, and learn from the code. Everyone is free to participate and contribute modifications, and the end product is shared by all.

At Red Hat we apply those principles to every facet of our business. We share information and ideas widely, we debate earnestly and openly, and we make decisions collaboratively. Everyone has a voice. This doesn’t mean we do everything by consensus, but it does mean that good ideas can come from anyone, and the best ideas rise to the top.

Red Hat is open when we:

Follow and support the principles of open source,

open_transparencyAre transparent with our customers and each other,


Solicit ideas and feedback widely and often,

open_imagesUse images and other design elements that feel open or airy.


We never pretend to be anything we’re not.

Internally, we are true to ourselves, our values, and our culture. In public, we’re honest and direct. We’re not flashy or boastful, and we don’t promise more than we can deliver. We don’t understate bad news, or overstate good news. We avoid spin. With Red Hat, what you see should be what you get.

We have a different way of doing things, from our commitment to open source to the subscription model, and we we prove our value to our customers and partners each and every day.

Like our home state of North Carolina, our motto is “esse quam videri” — to be, rather than to seem.

Red Hat is authentic when we:

authentic_honestSpeak plainly, honestly, and without hyperbole,

authentic_deliverDeliver what we promise,

authentic_storiesLet our real customers, partners, and associates tell their own stories,

authentic_photoshopAvoid heavily photoshopped or constructed images.


Customers come to Red Hat because they need innovative open source technology that will help grow their organizations, but they don’t want to assume the risk of doing it all alone. They need flexibility, but not the headaches or expense of curating their own open source portfolios.

We make open source safe and consumable for enterprises. We fix problems when they arise and share everything we know with everyone who needs it. Red Hatters, and open source technologists in general, are inherently helpful.

This spirit goes all the way back to our founders. Marc Ewing wore his grandfather’s red lacrosse cap which made him easy to find if anyone needed help at his college computer lab. When Marc started sharing his own tested, stable version of Linux, he named his distribution Red Hat.

Today, we help our customers by providing award-winning support and documentation. We help the open source community by contributing our expertise and support to projects. We help our local communities by volunteering and participating in community outreach programs.

Red Hat is helpful when we:

helpful_supportSolve customer’s problems — whether our technology is at fault or not,

helpful_codeContribute code and support to the open source community,

helpful_givebackGive back to our local communities,

helpful_timeAre considerate of our audience’s time and attention,

helpful_friendlyCommunicate in a way that is friendly and approachable.


It’s taken a lot of faith and courage, sustained over many years, to build Red Hat.

We had to believe that we were right when our industry thought we were wrong. We still believe that it is better to share our technology and trust that people will build on our work and share it in return.

We had to fight for the right to share code and ensure that intellectual property law was not improperly used to stop us. (This is an important and fascinating chapter of Red Hat history. If you would like to learn more about our important role in shaping legal opinions that extended software freedoms for everyone, read this.)

And we have to convince enterprise customers that they can trust us and open source technology with their most important work. That’s a lot easier today, but the determination to prove ourselves is still part of our identity.

Red Hat is brave when we:

brave_defendDefend open source principles on behalf of our customers and communities,

brave_competeCompete (and win) against companies many times our size,

brave_boldUse bold visuals and language that stand out from the crowd.