Many words describe Red Hat. Approachable. Candid. Straightforward. The Red Hat Brand Standards book and web portal explain to anyone working with Red Hat’s vast library of assets the how, when, where, and why these elements can be used in a relevant manner. The unification of disparate business unit activities underneath the Red Hat banner was a priority, and aligning each outsourced assignment with the core brand personality was key. The resulting document supported a chorus of work in perfect harmony through visual and written language, portraying Red Hat in an energetic and sophisticated manner: open and authentic.