diff --git a/Makefile b/Makefile
index 14fd1c1..aecf598 100644
--- a/Makefile
+++ b/Makefile
@@ -27,7 +27,7 @@ NO_PROXY          ?= localhost,127.0.0.1,.svc.cluster.local
 USE_PROXY         ?= false
 PUSH_IMAGE        ?= false
 # use this variable for image labels added in internal build process
-LABEL             ?= com.internal
+LABEL             ?= org.airshipit.build=community
 COMMIT            ?= $(shell git rev-parse HEAD)
 IMAGE_NAME        := maas-rack-controller maas-region-controller sstream-cache
 BUILD_DIR         := $(shell mktemp -d)