One of the really interesting things about working for Red Hat is the company's attention to detail. Everything about the way the company is presented to the world is decided upon. You can't just toss out any old picture of a guy in a red fedora… Shadowman's gotta have the exact look and feel. To help with that, there's an actual cool little branding book Red Hat's marketing department worked up that I use for lot of things: even camera angles on video interviews.
Such things are not just fun for the control freaks among us… consistency in the way things are presented help reduce friction and make it easier for any project–commercial or otherwise–to get their messaging out. The last thing you need is a lot of inconsistent look and feel in the materials you present to your community.