moving brands: new HP logo & identity system moving brands: new HP logo & identity system
dec 14, 2011

moving brands: new HP logo & identity system

new HP logo designed by moving brands

 

 

moving brands have designed a new identity scheme for technology company HP (Hewlett Packard). the new logo sees the well established lower case ‘hp’ logo reduced to four forward slashes.

logo progression

 

following text from the moving brands website moving brands partnered with HP as their lead agency to set a creative vision for the HP brand. the vision was to transform the world’s biggest technology company into the world’s most powerful brand. HP would become the blueprint of a moving brand, built for a moving world. when we began working with HP, their offer was unparalleled, with the broadest portfolio of all their competitors. from services to servers, printing to networking, storage to mobility and far beyond, HP have lead the market in almost every category in which they operate.

 

however, HP had lost its forward leaning culture after over 50 acquisitions in the past five years. the once iconic brand was deemed dull and lifeless by consumers and business customers alike. the power of the portfolio could only be fully leveraged by aligning it under a single-minded story that could rally various businesses and over 300,000 employees world-wide behind a unified strategy and behaviours.

work in progress

 

 

greg johnson, HP’s global creative director of brand strategy and experience design, describes this time. ‘if you step back and think about when the transformation project began in 2008, so many of our people did not understand hp, and were falling into the same trap of our customers: thinking of ourselves as commodity, or just hardware, and not seeing HP as relevant.’

 

as with all powerful brands, HP needed a strong story at its heart. a story that would embrace the proud heritage of a silicon valley pioneer but lean forward to the future. HP was founded on the belief that technology will improve people’s lives, and HP should always aspire for better. this founding principle was unearthed through co-creation workshops with the key stakeholders across the business groups, the HP labs, product design and insight groups. it was articulated as ‘human progress’. the story was further supported by a set of character differentiators and behaviors unique to HP. this iconic brand ought to be digitally native, context-aware and ever evolving.

 

UPDATE (15/12/2011) via creative review 

 

“There are no plans to implement the new logo. The design system created with Moving Brands was the only aspect of this work that was approved. The logo was a working draft that did not get adopted by HP.”

 

HP

— “We have removed the HP case study per the request of HP, in order to clarify the distinction between the aspects of the work that were setting a creative vision for the brand but were not implemented in the market, and the aspects which reflect the actual in-market applications of the Identity and Design System. The ‘Progress mark’ logo is not the go-forward direction for HP.”

Moving Brands

stationery

printed communications

advertising visual language

advertising visual language

use on hardware…

  • Nice BUT a lot of brands are using the forward diagonal: Design Miami, AXA Insurance, AXN tv… to name but a few. Still a very good presentation from MB.

    Emma says:
  • good. but it is a bp not a hp logo. 😉

    krisz says:
  • a huge step forward. my compliments.

    oliver says:
  • absolutely ingenious!

    mario_h says:
  • LIP clock ?

    John says:
  • How much did it cost?

    just curious says:
  • I like the minimalist logo but it could be misinterpreted as BP or LIP…

    kuruvata says:
  • Hmm.. I notice a design student came up with this proposal in the past too http://www.marianchiao.com/hp.html

    Ray says:
  • I like the student one better

    bill says:
  • whether it was inspired or created, I believe this reduction will make the brand memorable, unique with a contemporary twist. My compliments to the formal application on the product design.

    amin says:
  • Wow, this is brilliant.

    [url=http://koffein-pulver.de] Koffeinpulver [/url]

    linda says:
  • Very sleek, nice! However I thought of Forza Motorsport, the game, when I saw the first image. I then thought of Harry Potter. xP

    jaredarm says:
  • Muriel Cooper, MIT Press logo, that is great!

    Countzero says:
  • l y i ???

    smartass says:
  • hewlett packard will pay the price in consumer sales dropping. brand awareness is low, by not applying at least the concept the dismal product brand image of hp will deterioate further. if hp cant change it will die.

    hp sauce says:
  • Yes, I was going to say. An Art Center student came up with a VERY similar logo a couple years ago.

    However, she works at Moving Brands now, so… there you go.

    MG says:
  • For a new or less-established brand, this might be risky. However, I think HP is will be able to pull it off.

    Taylor Haywood says:
  • “There are no plans to implement the new logo. The design system created with Moving Brands
    was the only aspect of this work that was approved. The logo was a working draft that did not
    get adopted by HP.”
    HP


    “We have removed the HP case study per the request of HP, in order to clarify the distinction
    between the aspects of the work that were setting a creative vision for the brand but were not
    implemented in the market, and the aspects which reflect the actual in-market applications
    of the Identity and Design System. The ‘Progress mark’ logo is not the go-forward direction for HP.”
    Moving Brands

    ca says:
  • They use a style they don’t comprehend the wrong way! LOL

    Filip (philip) says:
  • No way!!!!!

    SPS says:
  • This great (and huge) article is one of best that I’ve read: http://bit.ly/skXK3S

    Nora says:
  • I am an HP employee and this “new” logo was introduced during a recent meeting. I’m guessing to save money, HP has decided to use the new logo since they already paid someone to create it. So it looks as though this article from 2011 will be read more in the upcoming weeks as employees are reacting to the new design of our company logo.

    Jennifer says:
  • Turn hp upside down and it becomes dy

    Galane says:
  • Nice barbed wire

    Geir says:

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