Purpose: Open Source is a popular term to describe a development and production method based on the free sharing of information. The computer software industry has embraced Open Source practices increasingly since the nineties. Participation in Free and Open Source Software projects is commonly voluntary and there is a need for specialized knowledge surrounding the production of software. This report focuses on the topic area of designing brand identity. Objective: To create a conceptual model for designing brand identity in Free and Open Source Software projects based on Wheeler???s Brand Identity Process of 2006. Design: Participatory action research with three cycles and five interviews conducted online. Participants: Three Free and Open Source Software projects named Sociopath, OpenEats, and Jajuk. Five industry professionals with expertise in branding and Open Source development. Results: Wheeler???s brand identity process is modified towards the Open Source method and incorporates community votes and commons-based peer-review. Outcomes specific to Free and Open Source Software projects are included as exemplary brand identity assets. Furthermore, a preparation phase is added showing the entry into the project???s community. Conclusions: The created model is a practical tool for designing brand identity in Free and Open Source Software projects. Further applications of the model are needed for its evaluation.