hp trademarkstandards

8/12/2019 HP Trademarkstandards

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June 25, 2012

Trademark

standards


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2Trademark standards June 25, 2012

Table of contents

03 Introduction04 HP logo

05 Minimum size

06 Clear space

07 Backgrounds

08 Improper background usage

10 Improper logo usage

11 HP logo trademark use and permissions


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Trademark standards June 25, 2012 3

Forming strategic business relationships withother companies is an important part of HPsbusiness strategy. These aliations and alliancesoer added value to customers by providing more

complete solutions. They also help HP and ourpartners access new business channels andopportunities that ultimately increase revenuesand market share.

To protect our brand, however, we are particularlyrestrictive about the use of HP trademarks. Asan example, we typically do not give permissionfor HP logo use by customers or vendors.

Partners are an extension of the HP brandexperience and the use of our brand givescustomers condence in that experience. Partnercompanies, however, must be under contractwithor have a letter of approval fromHP touse our trademarks.

In all cases, any proposed application of HPtrademarks outside of contract terms must be

reviewed and approved by HP brand management.

Introduction


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To highlight our unity and celebrate our transformation,were replacing the multicolored array of logos wevebeen using with one, singular rendering in HP blue. Besure to use our logo as shown below.

HP logo

Preferred HP logoUse the preferred HP blue logo wherever possible.

HP blue color values

Spot uncoated

PMS 2995 U

Process uncoated

C90, M11, Y0, K0

Spot coated

PMS 2925 C

Process coated

C79, M18, Y0, K0

Desktop RGB

R0, G150, B214

Inverse logo

Use the inverse (white) logo on color or dark

backgrounds. The background should be

visible through the letters in the logo.

Black and white logo

Use the black and white logo only when

full-color printing is not available.

This is an overview of HP logo usage.

For more detailed rules on usage, refer to

the logo section on the Experience Center.


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Use the following guidelines for best useof the HP logo.

Minimum size

0.25"

0.25"

20px

20px

Print minimum size

The minimum size for print use of the

HP logo is 0.25" square or 6.35mm square.

Screen minimum size

The minimum size for digital use of the

HP logo is 20 x 20 pixels at 72dpi.


For more detailed rules on usage, refer tothe logo section on the Experience Center.


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Maintaining the recommended clear space around theHP logo ensures that it is always seen in its proper lightand to its maximum eect.

Clear space

20%

20%

20%

20%

20%

logo clear space

logoc

lea

rspace

Logo clear space

Keep the logo clear of competing text,

images and graphics by maintaining, at

the minimum, a 20% perimeter of clearspace on all four sides.


For more detailed rules on usage, refer to

the logo section on the Experience Center.


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The HP logo announces our presence and representsus in all communications. Thats why backgrounds areespecially important. The background, which may bean image or a single color, is the canvas that serves as

the foundation for the logo, and, therefore, is a vitalvisual element.

Backgrounds

Blue background or an image with

a neutral or midtone background

Use the inverse (white) logo on a blue,

neutral or midtone background.

Light gray background or full bleed

image with a light background

Use the HP blue logo on a light

gray or full bleed image with a

light background.

White background

Use the HP blue logo on a

white background.

Getsmart

Getsmart

Getsmart


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Improper background usage

Do not use the HP blue logo on a dark

background, unless the dark background

is part of a natural setting, such as a

night sky.

Do not add a background color other

than specied.

Do not place the HP blue logo on a

background without contrast, as it

compromises legibility.

Do not place the HP logo on a

complicated or patterned background.

Examples of what to avoid when using the logo.


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Improper logo usageThe HP logo should not be altered for any reason.Examples of what to avoid when using the HP logoare seen below.

Do not use previous HP

blue dimensional logos

theyve been retired.

Do not use previous HP

black dimensional logos

theyve been retired.

Do not use the previous

dark blue at HP logo

PMS 653.

Do not use reections. Do not treat the HP logoas a dimensional object.

Do not alter the shape ofthe HP logo.

Do not skew. Do not rotate. Do not add keyline.


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Improper logo usage(contd.)

Limitless potential

Do not separate the HP

letterforms from the circle.

Do not apply color to

the HP letterforms inside

the circle.

Do not outline.

Do not change approvedcolors.

Do not add a lighting efector gradations.

Do not use shadows.

Do not ll the HP letters,

even with white.

Do not place type within

the HP logo clear space.

Do not place an image

within the HP logo.


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Trademark useand permissions

HP and Hewlett-Packard are registered trademarks of Hewlett-Packard DevelopmentCompany, 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. HP logo must be

used in accordance with our logo standards and our brand relationship guidelines.

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

adjectivefor 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 exceptions 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 namefor example, Hewlett-

Packard Ltd. in the UKthe 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 formfor 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 a

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.


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12Trademark standards June 25, 2012

Thank you.

For additional questions, pleaseemail [email protected] visit the HP Experience Centerat hp.com/go/hpexperience.

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