20110318 hp identity strategy & guidelines

HP Logo guidelinesFor external use

HP Logo guidelines For external use

March 2011 Release 1.0

001 002HP Logo guidelines For external use


HP Logo guidelinesFor external use

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Logo overviewWe 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.

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.



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

Dimensional logos

Grayscale dimensional

Black solid

Blue dimensional

Blue solidReversed solid

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

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.



Single color (PMS 653)

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

Reversed solid

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.

¼ inch6.35mm

40px

Min recommended size for the solid logo



Blue solid

Black solid

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

Don't use old logos

Don't use HP invent logo

Don't use Hewlett-Packard logo

Don't use HP Stretch

Don't alter the logo form

Don’t skew

Don’t resize or isolate

Don’t add keyline





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.

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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Solid logo Contrast guide



Solid logo Background guide

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.

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.

Never fill the HP letter forms within the solid logo to create a closed shape.

Correct use for contrast and patterns

Incorrect use for contrast and patterns

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

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

¾ inch19.05mm

225px



i i

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

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

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

Grayscale dimensionalBlue dimensional

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Respecting the dimensional logoWe 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 dimensional logo form

Don’t change dimensional circle colour

Don’t change the color of the HP letters

Don’t alter the circle effect

Don’t skew

Don’t resize or isolate

Don’t add keyline





Dimensional logo Contrast guide

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.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Dimensional logo Background guide

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.

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



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.

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

Brand Strategy and Experience DesignGreg Johnson [email protected]

Milena Pastori [email protected]

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

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.



HP and Hewlett-Packard are registered trademarks of Hewlett-Packard 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.

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 available for referential use. Vendors may not use the HP logo.

Joint promotions Occasionally, HP enters into an agreement with another company to jointly promote a product or service. HP may allow the use of its trademarks on communications to endorse the service or product. Joint promotions require a full review of content and design by an HP marketing or marketing communications manager. The HP logo must be used in accordance with our logo standards. Company logos should be of equal size and separated by enough space to ensure separation of identities in the customer’s mind.

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.

Whenever the company brand name is used in editorial text, it must always be written in uppercase and appear in the same typeface as the rest of the text.

When HP is used before product model numbers or before names in editorial text or other situations where conventional rules of grammar are followed, HP is set in uppercase with a minimum of one-half character space between HP and the product number or name. For example, HP workstation, HP DeskJet, and HP LaserJet. The only exception to this are product names consisting of two or three letters, such as HP-IB or HP-HIL, where a hyphen is permitted between the company initials and the letters that follow.

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 Hewlett-Packard 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.

HP logo Trademark use and permissions

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Thank you



20110318 hp identity strategy & guidelines

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