The challenge was to tell a single story that dramatizes the impact HP makes for customers, employees and partners. Most important was getting to the heart of HP by identifying its purpose and its promise and, in the most simple, clear and compelling way, using them to tell a unifying and universal story.

The company’s core ethos was distilled into a fundamentally human and connective communication: “HP makes technology work for you. We advance the way you live and work.” That simple shift of focus—from product to benefit—would position HP in a new and powerful way.

The new story celebrates the evolution of HP from the original “Silicon Valley garage start up” to the game-changing “partner” to the world. In keeping with this people-focused identity, a complete and comprehensive new verbal and visual system was designed that is simple, bright and personal. The new visual identity strips away all existing marks, updates the logo and introduces a proprietary new font, HP Simplified, that’s open, accessible and immediately identifiable. The clean blue and white palette eliminates the noise of impersonal techno-jargon and invites collaboration and creativity across all that HP touches.

HP went from being a fragmented brand to a unified brand under one solid mark and visual system used across the world. The new identity is rooted in who HP is, what the company does and why it matters. And it conveys a single, positive HP experience, both internally and externally.