diff --git a/Makefile b/Makefile
index e47f502d..19a8c855 100644
--- a/Makefile
+++ b/Makefile
@@ -23,7 +23,7 @@ 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)
 PYTHON            = python3
 CHARTS            := $(patsubst charts/%/.,%,$(wildcard charts/*/.))