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In November 1999, HP began a new brand campaign based on a single concept: invent. Print and television ads focus on the company's history of invention and innovation. The company also introduces a new logo.

The HP logo, as it is at present since the day HP began its passage, remains quite the same with very little or no evolution. Despite its simplicity, the logo is well-recognized all over the world of technology. It forms as a pioneer in delivering the message of the quality standards and achievements it provides. This is basically the accomplishment it has achieved in the past years.

HP Logo

The HP brand mark consists of a rectangular shaped box, surrounding a lower case and sans serif, "h" and "p." Their logo has gone through many subtle evolutions over the years; two examples of this are witnessed in color changes and use of the type with the surrounding box omitted. The company initials, represent founders', Bill and Dave. It is said that the order of naming was resolved with a coin toss. I think it's also possible that, "HP" had a better zing to it than "PH."

Another complimentary, branding element is the "+" sign. HP often uses this symbol to represent a message of change and flexibility. It is incorporated in print and television advertising as a repetitious, graphic element. Photographic collages are manipulated to mimic this shape and direction, propelling an undercurrent of their "change" concepts.

Origins & Thoughts on HP's Logo Development

"Our brand is the strongest expression of who we are," said Fiorina. "We are a company founded by inventors, fueled by invention and adept at reinventing ourselves to track with new market opportunities. Our new brand will give us a clearer, stronger voice in the marketplace, and the world will get a picture of us that reflects our true inventiveness."

The logo -- more contemporary and featuring the company initials without the name spelled out -- conveys a faster, committed, invigorated HP. The word "invent" underscores the logo, reflecting HP's roots as a company of inventors and a company that has successfully reinvented itself many times to take advantage of new markets.

HP CEO Carly Fiorina Launches New Brand, New Logo


Uploaded on July 20, 2010
Last updated on July 20, 2010

HP | Hewlett-Packard
United States
Computer hardware

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HP | Hewlett-Packard

Hewlett-Packard Company, commonly referred to as HP, is an American multinational information technology corporation headquartered in Palo Alto, California, USA. HP is one of the world's largest information technology companies and operates in nearly every country. HP specializes in developing and manufacturing computing, data storage, and networking hardware, designing software and delivering services. Major product lines include personal computing devices, enterprise servers, related storage devices, as well as a diverse range of printers and other imaging products. HP markets its products to households, small- to medium-sized businesses and enterprises directly as well as via online distribution, consumer-electronics and office-supply retailers, software partners and major technology vendors.