This handbook is designed to help writers and designers create content and assets for Red Hat® Marketplace, a centralized location for trying, buying, and managing certified enterprise software for container-based environments in public clouds and on-premise.
Red Hat Marketplace handbook
Tone and voice
At Red Hat, we want to be a technology company that stands out for our direct, honest, and reliable communications. Consistency across our web properties helps our audience understand what Red Hat stands for and what to expect from our content. Red Hat Marketplace is no different. Use Red Hat’s voice and tone, not IBM’s.
User experience
All Red Hat web properties follow Red Hat’s digital design system guidelines. When creating web elements like layouts, buttons, and links, follow these guidelines to ensure consistency across our web pages.
Logo variation and clear space
Available in both horizontal and stacked layouts, the Red Hat Marketplace logo follows the Red Hat universal logo format. Clear space is the area around the logo that should not have text, distracting graphics, or other logos. This space ensures that nothing interferes with the visual impact of the logo.
Standard logo
When promoting Red Hat Marketplace, always use the version of the logo with the “Operated by IBM” endorsement. If you’re not sure which logo to use, default to this version.
The clear space should be at least the height of the letter “e” in the word “Red” all the way around the logo.
Logo B
Logo B fits best in spaces that are more square. The hat and wordmark are the same size as they are in logo A, but they’re stacked instead of side by side.
The clear space should be at least the height of the letter "e" all the way around the logo.
Logo C
Logo C should only be used for large-scale signage. The combination of small text and a stacked layout is ideal for making the most of larger square spaces, like signage.
The clear space should be at least twice the height of the letter "e" all the way around the logo.
Red Hat Marketplace partner button
Partners can use the "Available on Red Hat Marketplace" buttons to let customers know that a product is available on Red Hat Marketplace. These buttons can be used on web pages, promotional images, and other partner-branded materials to take users directly to Red Hat Marketplace.
Red Hat Marketplace logo in use
Use the Red Hat Marketplace logo as provided.
Do not rearrange parts of the logo.
Do not change the size of the IBM endorsement.
Do not add the IBM 8-bar logo to the Red Hat Marketplace logo.
Use the Red Hat Marketplace logo alone without other logos or branding.
Do not use additional Red Hat, IBM, or co-brand logos with the Red Hat Marketplace logo.
Do not co-brand the Red Hat Marketplace logo with another logo. Use the Red Hat or IBM logo instead.
Do not use the Red Hat Marketplace logo with a Red Hat business partner logo. Choose one.
Design language
The overall feel of Red Hat Marketplace should be light and airy, with a focus on usability. Layouts should be simple and straightforward, with plenty of white space.
Typography
Red Hat Marketplace uses the Red Hat Display and Red Hat Text typefaces used across the Red Hat brand. Use Red Hat Display for large text like headers and Red Hat Text for small text like quotes and body copy.
Icons
Use icons in small spaces to illustrate concepts that don’t need a full illustration. For large icons (30-100px), use the Red Hat standard icons. For smaller interface icons (less than 20px), use icons from the Carbon Design System.
Color in the interface
Colors in the interface For links and other interface elements, use colors from the Red Hat digital design system. These specific color values have been chosen to meet accessibility standards and should be consistent across Red Hat web properties. Light blues are a key part of the visual system but should come from illustrations, not from user interface (UI) or background elements.
Color in illustration and marketing
Illustrations should be predominately light blues with dark blue and black shadows, plus Red Hat red as an accent color, pulled from the Red Hat color palette. Use illustrations in the interface to introduce shades of blue.
Illustration
Use illustrations to add character, interest, and a human element to pages. Illustrations should tell a story and should complement and enhance the content they accompany. Red Hat Marketplace illustrations use the Red Hat illustration style and focus on using shades of light blue and white. Dark blue, black, and limited pops of red are used to create shadows, contrast, and highlights.
Illustration properties
Use light blues to build a majority of the illustration. For objects in the scene, use shades of blue or black rather than realistic colors to create depth and shadows.
Use white to add details without cluttering the illustration.
Use Red Hat red for limited pops of color to highlight important parts of the illustration.
Use tints and shades of red and black for skin and hair. Illustrations should be inclusive of our diverse audience.
Use light blues and white with details in black and red for Red Hat Marketplace illustrations.
Don’t use red or other Red Hat brand colors for the majority of the illustration. Use red for highlights and important details.
Don’t use other colors from the Red Hat or IBM color palettes in Red Hat Marketplace illustrations.
Red Hat Marketplace brand in use
These elements come together to create a consistent brand and visual identity for Red Hat Marketplace that reflects the Red Hat brand. These elements can be used across applications beyond the website like advertisements, social media, and branded merchandise (swag).
Social media posts should incorporate the Red Hat Marketplace logo with the “Operated by IBM” endorsement and utilize other elements of the visual system like illustrations.
Swag should be simple and include the Red Hat Marketplace logo with the “Operated by IBM” endorsement.
Use the Red Hat Marketplace logo alone without other logos or branding.
Do not use additional Red Hat, IBM, or co-brand logos with the Red Hat Marketplace logo.
Do not co-brand the Red Hat Marketplace logo with another logo. Use the Red Hat or IBM logo instead.
Do not use the Red Hat Marketplace logo with a Red Hat business partner logo. Choose one.
