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.