20110318 HP Identity Strategy & Guidelines

HP Logo guidelines For external use


March 2011 Release 1.0


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There are two types of HP logo – solid and dimensional. There are varying treatments of these which can be used as appropriate to context. The default logos within the Identity and Design System are the black and reversed solid versions and should be used whenever possible.

Logo overview We are one HP. So we have one logo that stands for the whole company. Our logo features prominently across our brand expressions. Always treat it with care.

The blue solid logo is to be used in preference to the dimensional logo where color is required to enliven communications. It is also to be used in signage where form and lighting create the feeling of dimension. Dimensional logos can be used to enliven those communications where content is minimal such as stationery.

Solid logos Black solid

Reversed solid

Blue solid

Dimensional logos Blue dimensional

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Grayscale dimensional

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Protecting the logo To make sure that the logo always retains its power,we keep it prominent and clearly visible by placing it within an exclusion zone.

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The exclusion zone defines the minimum area of clear space around the logo. It must always be kept free of any type, or graphic elements. This gives the logo its own space. Some applications have specific rules about the exclusion zone. Clear-space is equivalent to two-thirds of the logo diameter.

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The silhouette form of our logo delivers familiarity and recognition. It appears either as black on light backgrounds or white out of dark backgrounds. Use the blue solid in preference to the dimensional logo.

Solid logo This is the default logo and should be used whenever possible.

Black solid

Single color (PMS 653) Reversed solid

Blue solid

Min recommended size for the solid logo 6.35mm 40px

¼ inch

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Don't use old logos Don't use HP invent logo

Don't use Hewlett-Packard logo

Respecting the solid logo We always treat our logo with respect. We only use the current form of the logo, and we never alter its silhouette.

Don't use HP Stretch

Don't alter the logo form Don’t skew

Don’t resize or isolate

Don’t add keyline

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When using a tinted, gradient or patterned background it is strongly recommended that the solid version of the logo be used. It is very important to evaluate which version of the logo should be used to ensure the maximum contrast and to achieve optimum legibility for the HP logo.

Solid logo Contrast guide

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Please use the tint chart here below as a guide for which version to use depending on the perceptual darkness of the background.

40%

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100%

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The preferred backgrounds for our logo are simple and clean, however in some cases it is necessary to use the logo over backgrounds that include a pattern or an image.

Solid logo Background guide

In these cases, it is extremely Never fill the HP letter forms important to evaluate which within the solid logo to create version of the logo should be a closed shape. used to ensure maximum contrast and optimal legibility. Please avoid using the logo on busy or distracting patterns that can interfere with the legibility of the logo.

Correct use for contrast and patterns

Incorrect use for contrast and patterns

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For exclusion zones for the contextual logo, refer to protecting the logo shown earlier in this document.

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The dimensional treatments of our logo are inappropriate for use in industrial design and signage.

Dimensional logo The contextual treatments of our logo allow expression through dimension and color.

Dimensional logos can be used to enliven those communications where content is minimal such as stationery.

Blue dimensional

Grayscale dimensional

Min recommended size for the dimensional logo Use the solid logo for sizes below ¾ inch.

¾ inch

19.05mm

225px

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Don't alter the dimensional logo form Don’t change dimensional circle colour

Don’t change the color of the HP letters

Respecting the dimensional logo We always treat our logo with respect. We only use the current form of the logo, and we never alter its silhouette.

Don’t alter the circle effect

Don’t skew

Don’t resize or isolate

Don’t add keyline

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The preferred backgrounds for the dimensional logo are white and shades of black. The logo has been carefully designed to stand out in these cases as shown in the illustrations below.

When it is necessary to reproduce the logo on color backgrounds (solid or gradient), please carefully consider how to achieve maximum contrast and legibility In most cases, the reverse version of the solid logo is the optimal choice.

Dimensional logo Contrast guide

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10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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The preferred backgrounds for our logo are simple and clean, however in some cases it is necessary to use the logo over backgrounds that include a pattern or an image.

Dimensional logo Background guide

In these cases, it is extremely important to evaluate which version of the logo should be used to ensure maximum contrast and optimal legibility. Please avoid using the logo on busy or distracting patterns that can interfere with the legibility of the logo.

Correct use for contrast and patterns

Incorrect use for contrast and patterns

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Contacts For assistance with questions about our Logo guidelines, contact Brand Strategy and Experience Design. To download any assets and tools visit the HP Brand Center.

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Thank you for taking the time to read about our new Logo guidelines. You have a vital part to play in the next stage of our brand transformation.

Brand Strategy and Experience Design Greg Johnson [email protected]

HP Brand Center http://www.hp.com/go/brand

Milena Pastori [email protected]

If you have anything you want to share about our brand, get in touch.

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HP logo Trademark use and permissions

HP and Hewlett-Packard are registered trademarks of HewlettPackard Development Company, L.P. and may only be used to clearly refer to HP, its products, and services. Any other use may result in consequences for the user.

Company brand name Our company brand name is HP, regardless of the typeface in which it appears. It is registered in most countries as a trademark and/or service mark. When referring to our products and services, always use the company brand name as an adjective-for example, HP computers, HP support services, and HP LaserJet printers.

Referential use has its limits. It is unlawful to falsely suggest or imply that another company, its products, or services are sponsored or endorsed by HP. The HP logo is generally not Whenever the company brand available for referential use. name is used in editorial text, Vendors may not use the HP logo. it must always be written in Joint promotions uppercase and appear in the same Occasionally, HP enters into typeface as the rest of the text. an agreement with another When HP is used before product company to jointly promote model numbers or before names a product or service. HP may in editorial text or other situations allow the use of its trademarks where conventional rules of on communications to endorse grammar are followed, HP is the service or product. Joint set in uppercase with a minimum promotions require a full review of one-half character space of content and design by an between HP and the product HP marketing or marketing number or name. For example, communications manager. HP workstation, HP DeskJet, and The HP logo must be used in HP LaserJet. The only exception accordance with our logo to this are product names standards. Company logos consisting of two or three letters, should be of equal size and such as HP-IB or HP-HIL, where a separated by enough space to hyphen is permitted between the ensure separation of identities company initials and the letters in the customer’s mind. that follow. 025



Company trade name The company trade name of the U.S. parent corporation remains Hewlett-Packard Company, regardless of the typeface in which it appears, and is always used as a noun. While each subsidiary has its own company trade name- for example, Hewlett-Packard Ltd. In the UK- the parent and subsidiary companies are usually referred to simply as Hewlett-Packard. When we refer informally to the company organization, HP is preferred. Each subsidiary has its own company trade name that includes the words HewlettPackard and an indication of corporate form – for example, Hewlett-Packard Hong Kong Ltd. Whenever the company trade name is used in text, the word “Company” must be spelled out in full; it may not be abbreviated. When used in editorial text, such as press release, the company name may be abbreviated to Hewlett-Packard or HP, and it must appear in the same typeface as the surrounding text.

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Thank you

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20110318 HP Identity Strategy & Guidelines

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