RED HAT DEVELOPER

Branding / Web Design // Done at New Kind

Red Hat is the world’s largest open source software company. When their Developer Program came to New Kind in need of a rebrand, we brought them along on our own open source approach.

In parallel with research and storytelling, we began by defining a Visual Organizing Principle—a tried-and-true tool I helped develop at New Kind—which is an internal dynamic concept expressed as a single word or phrase, rooted in the story and used to inspire all visual choices for the brand.

For the Red Hat Developer Program, we chose Moving Forward Together as our Visual Organizing Principle. It captures the spirit of why the program exists: to serve developers on their journey. The new logo and visual system embody this internal rallying cry, creating an identity that pushes boundaries alongside global competitors, but that also remains timeless under a constantly evolving Red Hat parent brand.