Project
–––
HP
Project Information
+
HP brand evolvement
Studio/Client
Moving Brands
Capacity
Design Director
Collaborators/Typeface
Dalton Maag
Collaborators/Product
Native
Discipline
BrandingArt DirectionEnvironmental TypographyMotionGuidelines
The brief/solution
The ambition was to transform the world’s largest technology company into the world’s most powerful brand; a blueprint of a brand built for the moving world.
The Identity and Design System was driven by the brand story of ‘Human Progress’ ensuring that HP maximized its opportunities to connect with people, to tell and to inspire great stories, to listen and respond, and to adapt to its environment. A multisensorial system was created to allow the brand to spring to life in print and in pixels, on screen and across devices.
The defining signature of the system is the 13° angle found in Bill Hewlett and Dave Packard’s original company logo. 13° represents HP as a company, ingenious in spirit and optimistic for the future. It also refers to the world of computing by recalling the forward slash used in programming.
13° is deeply embedded within the brand identity, driving the design of graphics, products and UI.
Moving Brands created a system from which HP’s partner agencies, totalling several thousand agencies worldwide, could create stunning, on-brand experiences.