We’re continuing to update and expand our brand standards, and have another 8 sections to share with you! Like the first round of updates, these changes will live online (we won’t be reprinting the book yet) and we’ll explain each change and the reasoning behind it here.
Most of the changes this time are small updates, but we do have 2 new sections (infographics and applied partner standards) and 1 major expansion (swag).
When we first published our brand standards, we had just finished a rebrand of our business partner program, and were just starting the work of doing the same for our technical partners. Now that both are finished, we’ve expanded the partner logos page to include the full logo system, as well as more detail on how those logos are used.
We’ve also added a new section, applied partner standards, to help our partners better understand how to use our brand and represent Red Hat. Several teams around Red Hat had written best practices for partners over the years, so we’ve pulled all that together so there’s one place for our partners to go to find guidance on using our brand on websites, at events, and in marketing.
Infographics have been a part of the Red Hat brand for a while, and have always used brand elements like our colors, illustrations, and icons. Before we could write standards, we had to sit down with the team that makes them and find out what they’ve learned—about both process and design.
We ended up with standards that walk step-by-step through creating an effective and engaging infographic, from gathering the data and writing the story, to finally designing the finished piece.
Since the form of an infographic follows it’s story, we don’t have strict standards or templates. What we can share is what does and doesn’t work—and plenty of examples of what happens when all that planning pays off.
Anyone familiar with branding tech companies knows that having good swag is huge. We’ve updated our swag standards to help make that possible. We simplified the navigation (it’s one long page now!), updated the examples, and added two new sections—stickers and the Red Hat fedora.
Stickers have a special place in the hearts of our customers and community members. We want them to have Red Hat stickers they’re proud to display. To help, we’ve added specific guidelines for stickers and buttons. You can (and should) read it all, but if there’s 2 points we want you to remember, it’s these—less is more, and don’t forget the Red Hat logo.
CULTURE, HISTORY, AND STORY
Speaking of The Book of Red Hat, there’s a lot of overlap between that book and the foundations section of the brand standards. So we went through the culture, history, and story sections and made sure that we were telling the same stories in both places. You might notice some sections got longer, some got shorter, and some point you to specific sections of the Book of Red Hat for more information.
We also added some new icons to illustrate our values and the Red Hat multiplier, some recent milestones to our history, and updated all the images on the story page to match The Book of Red Hat.
Understanding our audience is the first step to building a meaningful, customer-centered brand, and it’s important to make sure the information about our audience stays current. We’ve updated the content and illustrations so that it reflects the current customer personas, and updated the links so that they point to our latest customer research.
The environment we work in has a huge impact on our culture, as well as the impression we make when customers or community members visit us. Creating consistently branded workplaces around the world is a huge task that involves more detailed information than we could supply in our brand standards. Instead, the workplace branding team has developed a sister site called SharedSpace that allows them to divulge every detail of our office design strategy with for architects, contractors, and vendors.
Now that we have SharedSpace, we don’t need to host nearly as much information about workplace branding on the brand standards site. Instead, we introduce the topic and provide a link for more detail.
We hope these changes make our brand standards easier to use. If you have any questions about how to use the standards, or want to share some feedback with the team, send us a note.