Brand Book

“There is something of yourself that you leave at every meeting with another person.”F R E D ROG E RS, T V P E RSON A L I T Y

Nice to meet you

T H E B R A N D : I N T RODUC T I O N S

An introduction is an invitation. One that inspires us to dig deeper. To ask questions. To get to know.

A great brand, if introduced well, takes that further and forges a relationship. One built on clear intentions, consistent delivery, and shared values.

As HP employees, we are tasked with both the introduction of the HP brand and the ongoing relationship. Of course, it’s not a role you can fulfill effectively without being properly introduced yourself.

The HP brand is the face, voice, and conscience of our company. As the parties responsible for giving it life and expressing it consistently, every HP employee, agency, and partner needs to understand it at a cellular level. We need to understand why it exists. What drives it. What it believes in.

THE BR AND: INTRODUCTIONS

Purposeful Impact

Reinvention

Amazing Experiences

We are driven We embrace reinvention everyday.

We are uplifting We are energetic in thought and action.

We are imaginative We approach everything we do in unexpected ways.

We are inclusiveWe treat everyone, regardless of race, religion, gender or sexuality, with the respect, empathy, and support they deserve.

B R A N D P E R S O N A L I T Y B R A N D P I L L A R S

THE BR AND: INTRODUCTIONS

THE BR AND: INTRODUCTIONS

We create technology that makes life better for everyone, everywhere. Insight Strong brands are built on grand visions. Visions that are galvanizing and transformational.

We engineer experiences that amaze. Insight Our mission is how we accomplish our vision. It defines our company’s business, our objectives, and our approach to reach those objectives.

Keep Reinventing. Insight This is our true north. Our motivation. Our obligation. It is the inspiration that fuels everything we do. It guides us to constantly create, ideate, generate, explore, and expand ourselves and technologies, so that industries, communities, and individuals can do the same.

Technology in service of humanity. Insight There is a tension that exists between technology and humanity. And as the role of technology continues to increase in every aspect of our lives, HP works to ensure that ours makes life better for everyone, everywhere.

Raising the bar with uncompromising integrity. Insight How we do our work is as important as the work we do. In words and in actions, our brand is one of integrity, compassion, and respect.

O P E R AT I N G S Y S T E M

P R O M I S E

V A L U E S V I S I O N

M I S S I O N

O U R B R A N D

Download Our Brand On A Page

E V E RY DAY, H P T E L L S its story. Whether it’s about our origin – two humble engineers sparking Silicon Valley out of a small garage in Palo Alto or our 3D technology leading the 4th Industrial Revolution – we tell our story a myriad of ways to a myriad of people. New customers. Loyal customers. Switchers. Partners. Employees.

Old. Young.

Every gender.

Every race.

Every religion. Although the audiences may differ in each story, the storyteller is the same. The same face. The same voice. The same underlying optimism and motivation.

Consistency is the key to our stories being told. It’s the key to being heard by each unique and separate audience. It’s the key to people knowing our name.

Telling our story

The HP story is Silicon Valley lore because of its uniqueness, as well as its historical impact.

While the garage gets all the glory, Bill Hewlett and Dave Packard’s friendship began after the two graduated from Stanford University in 1934. It was during a backpacking trip in the San Juan Mountains, while rock-climbing, wandering, and fishing that they bonded over a mutual appreciation for the outdoors.

It wasn’t until 1939 however, with the creation of the HP 200A audio oscillator, that the two men launched the company. Walt Disney was one of its first customers and used the oscillator to test audio equipment in theaters showing Fantasia in 1940. From there, the company continued to grow and quickly became not just its own enterprise, but an entire industry.

T H E B EG I N N I N G

HP has continued to evolve. We were reinvented in 2015 as a separate entity known as HP, Inc. We share a company legacy with Hewlett-Packard Enterprise, but the future is ours and ours alone. We still maintain the ethical pillars that Bill and Dave established of treating people well, giving back to our communities and environmental stewardship, but with the revitalized energy, lasered focus, and nimbleness of a startup.

This reinvention is critical to understanding and communicating the HP brand because it defines so much of what we do and how we do it.

Like Keep Reinventing.

TELLING OUR STORY

“ Fearlessness is the mother of reinvention.”

A R I A N N A H U F F I N GTO N , AU T H O R & C EO O F T H R I V E G LO BA L

K E E P R E I N V E N T I N G : T H E MOT I VAT I O N

Knowing the HP brand begins with under- standing what motivates it.

That’s Keep Reinventing.

It’s our operating system. The action we take, as well as the mindset we do it with.

It’s the never-ending quest to make, do, and create. Our process when things fail, as well as when things succeed.

It’s the understanding that a tension exists between humanity and technology. And that we are committed to ongoing innovation, so that in this philosophical tug-of-war, humanity always wins.

Keep Reinventing is where everything begins.

Again and again.

AV RO PÄRT, COM P OS E R

“ The human voice is the most perfect instrument of all.”

VO I C E & TO N E : T H E P O E T RY O F P E RS O N A L I T Y

At HP, Voice and Tone is so much more than the words we use. It’s the poetry that makes sense of the personality. Substance and texture. Specifics of language and rhythm. While HP’s brand identity sculpts recognition and provides flavor, it’s Voice and Tone that provides the context that threads it all together.

Voice is solid and constant. Tone is fluid and adaptive. Together, they are the grit and context that makes us distinct.

B R A N D AT T R I BU T E S : T H E B E AT, R H Y T H M & F LOW

While Keep Reinventing focuses our language, brand attributes provide distinction. They dictate word choice. They drive rhythm and cadence.When our language embodies our brand attributes, we ensure that the poetry of HP’s brand personality stays authentic and consistent.B R A N D AT T R I BU T E S

Driven | Uplifting | Imaginative | Inclusive

VOICE & TONE: THE POETRY OF PERSONALIT Y

UpliftingDriven We embrace reinvention. We push for progress. Not to win, but to make the world better for everyone, everywhere.

Focusing on the emotional benefits of our reinventions and innovations. Not celebrating the fact that we made them.

Active language (active vs. passive verbs/tense)

Fresh content and tone

Modern, forward-thinking imagery

We are upbeat. Energetic in thought, action and creation.

Unearthing the most interesting, engaging nugget in whatever topic, event, or piece of creative we create.

Crisp, concise language

Optimistic content and tone

Vivid imagery

Defining Action

Attribute Definition

Active Language

Defining Action

Attribute Definition

Active Language

Brand Attributes

VOICE & TONE: THE POETRY OF PERSONALIT Y

InclusiveImaginativeDefining Action

Attribute Definition

Active Language

VOICE & TONE: THE POETRY OF PERSONALIT Y

Smart, creative language

Touches of humor in content and tone

Unexpected imagery

Taking informed risks to create the most amazing, unprecedented experiences.

We are creative. We approach things in unexpected ways.

Empathetic language

Authentic content and tone

Down-to-Earth, approachable imagery

Infusing everything we do with warmth and realness. Approachable and welcoming language and creative.

We care. We believe in equality. For everyone. Anyone and everyone with an open heart and open mind has a seat at our table.

Defining Action

Attribute Definition

Active Language

Progressive.Confident.Detailed.Smart.Positive.Industrious.Creative.Compassionate.Empathetic.

W E A R E T H I S .

Not agressive.Not cocky.Not demanding.Not snarky.Not pollyannaish.Not intense.Not campy.Not condescending.Not empty.

N O T T H AT.

T H E L A N G UAG E O F H P

The rest of HP’s Voice and Tone relies on the nuance of language. It’s smart. Like our engineers. But unpretentious. Also like our engineers.

When we write, speak, or create, our language is specific and direct. Intentional. We know our purpose before we start, so language becomes crystallization.

Our language isn’t a formula or a style that has to be copied. It arrives naturally when we understand our brand’s mindset (Keep Reinventing) and then express its attributes (driven, uplifting, imaginative and inclusive) in everything we create.

R I TA M A E B ROW N , AU T H O R

“ Language exerts hidden power, like the moon on the tides.”

Concise. Clear. Intentional. When you couple these qualities with our brand attributes, you have something wholly ownable and entirely HP.

THE LANGUAGE OF HP

T E R RY T E M P E ST W I L L I A M S , AU T H O R

“ Storytelling is the oldest form of education.”

T H E STO RY T E L L E RS

At the end of the day, we are all brand storytellers. It’s our obligation — not only to tell a story, but to tell it correctly.

As with any story, understanding does not come on the first page or the first chapter. You have to read the entire book. Maybe even more than once. After all, good books are the ones that we are compelled to read again and again.

And this is the challenge for each of us: to understand the HP brand well enough to tell its stories in a way that audiences want to hear and return to.

Consider it an honor. Because the HP brand is one heck of a story.

“ There’s power in allowing yourself to be known and heard, in owning your unique story in using your authentic voice.” M I C H E L L E O BA M A , FO R M E R F I RST L A DY, U . S .