Brands are living things that constantly grow and evolve. Brand standards must grow and evolve too, to meet new needs and reflect new ways to use core elements.
We launched the fourth edition of the Red Hat Brand Standards in January 2015, so it’s time for an update. We won’t be reprinting the physical book, but we will be making changes to the online version. We’ll point out each change and explain why we’re making it here.
For the first update, we’ll be addressing 8 sections. Most are small improvements, but a few are complete overhauls or entirely new topics.
When we launched the last version of the standards, we knew our presentation templates were in the middle of a complete redesign. What we put into the standards is focused on basic principles of slide design that we knew wouldn’t change.
The new templates have been out for a while. They’ve been tested by our associates, and we’ve responded to their feedback and made adjustments and improvements.
The new presentation standards include more specific information about the templates and the tools we use at Red Hat, as well as all-new examples.
Diagrams have been part of the Red Hat visual language for a long time, and have always used brand-standard elements like our color palette and icons. Exactly how they looked always depended on the content, where it’s used, and the designer working on it.
As we’ve grown, it’s become more important to easily rework and reuse diagrams for use in other countries or contexts. A diagram made for a collateral piece may need to become a presentation slide, or a video. Without a common approach, diagrams have to be redone each time.
The designers on our documentation team, who live and breathe technical diagrams, have created a new standard for all our diagrams that’s clean, easy to understand, and can move from application to application with a minimal adjustments.
THE SECTION FORMERLY KNOWN AS “INTERNAL LOGOS”
The “Internal logos” section used to include 4 categories–Team logos, team badges, programs, and tools. In the past year, we’ve found that program and tool logos aren’t just internal because many are used in ways that are customer- or public-facing. So the label “internal” doesn’t really fit.
So we’re doing away with the “internal logos” section, and replacing it with three new sections — “Team logos”, “Program logos”, and “Tool logos”.
“Team logos” includes logos for official departments and roles (like Technical Account Manager), and badges, which can be used for informal teams, cross-functional teams, or projects.
Tools and program logos now have their own sections, and can be used for both internal and customer-facing projects.
Each section has a new quick-reference intro that defines each logo type, offers new guidance on using each type of logo with the Red Hat logo and on different color backgrounds, and includes all-new examples showing how Red Hatters are using their team, program, and tool logos in the real world.
Our event logo standards were pretty bare-bones, so we’ve beefed them up. The intro page now includes definitions of each event type, and we’ve added new content to the standards for each one–naming, how to use the logo on different colors and with the Red Hat logo, and new examples.
Since we introduced patterns to our visual language a couple years ago, they’ve become one of our most versatile visual elements. We’ve updated the examples to reflect some of the interesting things we’ve seen designers do with our patterns, and changed how we present the information on the page.
By popular demand, we’ve added an official standard (and a template) for stacking the Red Hat logo with a partner.
The certification team recently launched a new digital badging system, so we’ve updated the standard for their logos to include the certification number. This is an optional addition that can be used in the new digital badges.
When we launched the standards last year, there was only space in the printed book to show you one of our two collateral layouts. We don’t have the same restrictions online, so we’ve added another example so both common layouts are represented.
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 an email.