Case Study: Red Hat Developer refreshes its brand identity and messaging with New Kind

Red Hat Developer reaches 1 million members with New Kind

Red Hat Developer, a program within the open source software company Red Hat, needed a new brand identity to better connect with its community of developers. The challenge was to create a resonant identity that reflected developers as collaborative problem-solvers on a journey. They partnered with the vendor New Kind for services including research, storytelling, and identity system design.

New Kind developed a new brand story centered on "Build here. Go anywhere" and a visual identity inspired by the principle of "Moving Forward Together." The solution included a new logo, a morse code alphabet for engaging the audience, and a comprehensive brand system. The new identity was successfully launched at the Red Hat Summit and helped celebrate the program reaching a major milestone of one million members.

Red Hat Developer