HP Invent identity system
HP Invent identity system
HP Invent identity system
HP Invent identity system
HP Invent identity system
HP Invent identity system
HP Invent identity system

HP Invent identity system

Landor Associates, San Francisco, California, 2000

Description

The overarching goal for the HP identity program was to revitalize and re-establish Hewlett-Packard as the leading technology brand through a powerful, single brand identity. HP led this change with an advertising campaign by Goodby, Silverstein & Partners that included a new signature that simplified and added dimension to the familiar HP symbol and a new clean and uncluttered typeface. With this foundation, Landor developed a system that is open and honest. The words and pictures that tell HP stories are captured in a holding device called an “idea unit,” and the shape of this unit is founded on the rectilinear, soft-cornered shape of the familiar HP symbol. The distinctiveness and power of the design system comes from the orderly and purposeful repetition of this shape, a unique approach to imagery, a dynamic and broad color palette and the combination of clear yet thought-provoking words, graphics and images.

Collections: AIGA 365: 22 (2001)
Discipline: Brand and identity systems design
Format: Booklet
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