{"id":4315,"date":"2015-06-19T07:30:50","date_gmt":"2015-06-19T07:30:50","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=4315"},"modified":"2023-09-08T13:42:30","modified_gmt":"2023-09-08T13:42:30","slug":"hp-brand-goes-back-to-basics","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/","title":{"rendered":"The HP Brand Goes Back to the Basics"},"content":{"rendered":"<p>Hello design aficionados and mavens! This is Creative  Branding, a place where design pros do the design critique just right. Last  time, we got some panelists to deliberate on the high-priced (and ill-conceived  for some) <strong><a href=\"https:\/\/www.designmantic.com\/blog\/ruckus-over-the-tennessee-state-logo\/\" target=\"_blank\" rel=\"noopener noreferrer\">logo  redesign for the Tennessee state<\/a><\/strong>. Boy that sure did not go down well with  most of the people who have an eye. For today\u2019s episode, we will be taking a  closer look at HP\u2019s decision to split its branding \u2013 one for its  services-oriented\/ corporate hardware division and another for its  consumer\/printing side of the biz. Based on initial observations this ain\u2019t your granddad\u2019s HP brand anymore.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=hp-brand-goes-back-to-basics&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Use A Customized Logo Maker<\/a><\/div>\n<p>The underlying issue here is that HP wants to appeal to two  target demographics better, both of whom have their own unique considerations.  What remains to be seen is that does the company\u2019s decision to cater to both of  them in divergent ways work for the better? Is the company banking on  simplicity to sell its message clearly to corporate customers? Can it really  convince two birds with.. well.. two stones here actually.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/06\/hp-enterprise.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/06\/hp-enterprise.png\" alt=\"hp Enterprise Logo\" title=\"hp Enterprise Logo\" class=\"alignnone wp-image-4191\" width=\"500\" height=\"\"><\/a><\/p>\n<p align=\"center\"><strong>Change for the better or more of the same?<\/strong><\/p>\n<p>Now let\u2019s get to it. Our 4 panelists are raring to take a  stab at this issue, offering their inquisitive and incisive design insights  over the merits and demerits of the redesign done by a tech giant.<\/p>\n<p align=\"center\">&nbsp;<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">We have 4 panelists, who will be looking at the issue of co-branding and how it has affected them as a professional and as a casual observer. Here are they:<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>Jo\u00e3o Garz\u00f3n de Albuquerque<\/strong><\/span>, Founder &amp; CEO at <a href=\"http:\/\/www.workaboutdesign.net\/en\/home.html\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><strong>Workaboutdesign<\/strong><\/a>, always looks for the deeper meaning behind design.<\/li>\n<li><span style=\"color:#bf174a\"><strong>Henk C. Meerhof<\/strong><\/span>, specialist in visual communication and independent designer. He has an eye for design and has been in the business for a decade.<\/li>\n<li><span style=\"color:#bf174a\"><strong>Eileen Wu<\/strong><\/span>, Technical Solutions Consultant, takes a look at things from a matter-of-fact point of view.<\/li>\n<li><span style=\"color:#bf174a\"><strong>Sean B. Jamshidi<\/strong><\/span>, Founder and Creative Director at <a href=\"http:\/\/www.designfacet.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>DesignFacet<\/strong><\/a>, deconstructs the co-branding phenomenon with a design, marketing and aesthetical standpoint.<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/pt.linkedin.com\/in\/joaogarzonalbuquerque\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n.jpg\" alt=\"Jo\u00e3o Garz\u00f3n\" title=\"Jo\u00e3o Garz\u00f3n\" class=\"alignnone wp-image-4049\" width=\"700\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n.jpg 700w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n-300x47.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n-500x79.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Mr. Albuquerque challenges our notions of design minimalism  here. For him, minimalism in design isn\u2019t just about the aesthetic side of  things but rather about how quickly and discernably the observer would consider  a logo and connect with its message. He is of course referring to the HP  Enterprise logo and how that stacks up with minimalism as a function.<\/p>\n<p>&#8220;I am such a strong believer that it is so much, much harder  to make it simple, that it will always be a difficult exercise for me to point  something as overly simple. But why is it? Most people disregard minimal design as a simpler  gesture than an intricate one, for at simple \u201cnaked\u201d eye so it might  seem, and I will not duel now about the naked part. It\u2019s the so many times  tossed \u201cI could have done that\u201d line.<\/p>\n<p>The way I see it and experienced, while at the wheel myself,  sort of speech, the process goes into, clear the noise, set the right tone and  shape and slice away all that you can, as to a point to convey the message  right into the edge of\u2026 but without losing it. The balance. This said, this  logo surely can be called simple but that\u2019s today\u2019s sophistication is it not?  The undressed server taken to its pure geometric form, one that those who have  been around them characters on top of one another, for a while and lately, can  relate to.<\/p>\n<p>I wont dispute this result on the symbol side but will do so  on the font, even with the so called fantastic symbolic leap of the two merged  t\u2019s, as pointed by the HP CEO. Ok, it is Hewlett Packard again and HP no more,  but the font is so\u2026 lost and past that burned my enthusiasm for the attempted  exercise. I see it as if they were bold enough to sail into a new and unknown  route but left the anchor down. Sailed nowhere. Still\u2026 ok.&#8221;<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Most+people+disregard+minimal+design+as+a++simpler+gesture+than+an+intricate+one.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank'>Most people disregard minimal design as a  simpler gesture than an intricate one.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Most+people+disregard+minimal+design+as+a++simpler+gesture+than+an+intricate+one.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/dk.linkedin.com\/pub\/henk-c-meerhof\/30\/8a1\/aba\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof.jpg\" alt=\"Henk C. Meerhof\" title=\"Henk C. Meerhof\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof.jpg 700w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof-300x47.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof-500x79.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Mr. Meerhof, in his characteristic humorous style, compares  both of the HP branding examples in a way that would leave Captain Jean Luc  Picard and Slimer from Ghostbusters in a chuckle. And he does it all in a way  that\u2019s equal times educative and equal times rib-tickling, with all the pros  and cons expertly laid down that is. He likens the consumer-side branding of HP  to a labor of love, and the enterprise-centric branding to\u2026. well read on to  find out more true believers.<\/p>\n<p>&#8220;Now here is something different, the free spirit of  enterprise, to boldly go&#8230;<\/p>\n<p>Look at that typography, it is made with love. The  tt-ligature is not an orphan of too tight letter spacing, it is designed to be  a ligature! And from what we can see in the name on the logo, a typeface is  designed or chosen that has a visual difference between l, I and 1. A wise  choice if you are putting out many manuals with text and numbers.<\/p>\n<p>A firm statement of who they are \u2013 the huge space ship  passes close to the lens &#8211; in a bold\/semi-bold the giant letters spell \u2018Hewlett  Packard\u2019 on the side of the ships hull, and the branch in a lighter tone  beneath it. Here can we learn something.<\/p>\n<p>Even the shape of a 19\u201d system rack I can understand,  although I have to correct that to a metric 482.6 mm.<\/p>\n<p>I have a look at the HP-logo\u2019s up to now, and get confused.  Sometimes round is better, sometimes a square. Is it hp in a circle, in a  square or in a circle that is in a square?<\/p>\n<p>Enterprise to the rescue, the answer is square! For me the  distance from square to the first line of text is a tat large, as if the square  is detached. It is part of the logo, but it is not sure if it belongs there.<\/p>\n<p>Meg Whitman (CEO at HP) described the new logo as &#8220;as  transformative, flexible and agile as we are becoming, while standing out from  the pack.&#8221;<\/p>\n<p>So the square is made of a flexible material like rubber so  it can be transformative, flexible and agile. I don\u2019t want to be square here,  but that logo is. And about standing out from the pack, next take over will  result in \u2018National GeoPackard\u2019.<\/p>\n<p>The green, the green is good, it\u2019s the colour of money,  right? In the US all the money is green (even the coins) and here in Europe  100.- is green. Even in my beloved Denmark there is a green bank note. Maybe it  is green as grass, environment friendly, the new kid on the block? Or it is the  colour of the ectoplasm those computers are running on. I better stop here,  before I get slimed.<\/p>\n<p>With all jokes aside, it is a professional looking logo for  a professional firm. It is also a safe image to configure the rest of HP\u2019s  communication around. Many firms don\u2019t make it this far.<\/p>\n<p>But setting Hewlett Packard apart from the competition, that  quote is a little bold to me.<\/p>\n<p>Enterprise, out.&#8221;<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=I+don%E2%80%99t+want+to+be+square+here%2C+but+that+logo++is.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank'>I don\u2019t want to be square here, but that logo  is.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=I+don%E2%80%99t+want+to+be+square+here%2C+but+that+logo++is.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/au.linkedin.com\/in\/eileenwu\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Eileen-Wu.jpg\" alt=\"Eileen Wu\" title=\"Eileen Wu\" class=\"alignnone wp-image-4051\" width=\"700\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Eileen-Wu.jpg 700w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Eileen-Wu-300x47.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Eileen-Wu-500x79.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>For those of you studying logo design, Eileen Wu\u2019s  by-the-book approach is guaranteed to strike a approving tone when it comes to  discussing the HP Enterprise logo. She explores the relationship between the  typeface and the other elements that are part of the logo, and whether each of  them (the squares, the typeface) can afford to stand out on their own?<\/p>\n<p>&#8220;I\u2019m  all for simplicity. The majority of my portfolio leans towards simplicity and  minimalism. However, even the Hewlett Packard Enterprise logo took me by  surprise. When I studied logo design, I was taught that a logo should be able  to stand on its own, without any logo type, and be able to convey a sense of  what that company does. Whether  it\u2019s an abstract illustration or even just initials, you should be able to get  a feel for the company. Hewlett Packard Enterprise\u2019s teal outline of a  rectangle doesn\u2019t tell you a lot. If it were presented on its own, I doubt it  would even register as a logo.<\/p>\n<p>Based  on the in-situ mockups I\u2019ve seen and other commentary I\u2019ve read, I can understand  why the rectangle, as a shape, makes sense for them.&nbsp; And as a whole (logo  and logotype together), I think it looks ok. But I definitely feel like there  is room for improvement on this one, even if it&#8217;s just an alignment tweak!&#8221;<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Whether+it%E2%80%99s+an+abstract+illustration+or+even++just+initials%2C+you+should+be+able+to+get+a+feel+for+the+company.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank'>Whether it\u2019s an abstract illustration or even  just initials, you should be able to get a feel for the company.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Whether+it%E2%80%99s+an+abstract+illustration+or+even++just+initials%2C+you+should+be+able+to+get+a+feel+for+the+company.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/designfacet\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Sean-B.jpg\" alt=\"Sean B. Jamshidi\" title=\"Sean B. Jamshidi\" class=\"alignnone wp-image-4052\" width=\"700\" height=\"\"><\/a><\/p>\n<p>Sean B Jamshedi takes the debate in an entirely different  direction, considering the brand\u2019s longevity and market exposure in his  analysis. He opines that a company that builds solid products, one that enjoys  great history with its diversified clientele, can afford to take liberties with  its branding.<\/p>\n<p>&#8220;HP does not need to worry too much if their new logo  is favored by all or not. Simple  or complex, they can&#8217;t care less because already they have the reputation and  years of marketing behind them including loyal customers like myself. A  new logo for a start-up on the other hand needs to grab attention because they  need to anchor their services and reputation based on their logo\/image.&#8221;<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Simple+or+complex%2C+they+can%27t+care+less+because++already+they+have+the+reputation+and+years+of+marketing+behind+them&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank'>Simple or complex, they can&#8217;t care less because  already they have the reputation and years of marketing behind them<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Simple+or+complex%2C+they+can%27t+care+less+because++already+they+have+the+reputation+and+years+of+marketing+behind+them&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<h2>So, What Do You Think?<\/h2>\n<p>No matter what side of the fence you belong to, the debate  over when brands should be comfortable to opt for a new rebrand or splitting  their branding comes down to a lot of factors. Some of these factors relate to  the direction and vision of the company. Others might be striving to become  relevant in a bold new marketplace of today.<\/p>\n<p>And with that, allow us to close the curtain on today\u2019s  Creative Branding post. But don\u2019t worry folks for we aren\u2019t going the way of  the dodo. We hope you enjoyed the responses of our panelists and got your views  about branding rejiggered, reconfigured or vindicated. There\u2019s never a dull  moment in the design industry and we intend to keep an eye on the weird and the  zesty going-ons of the industry. Don\u2019t forget to check this space for more  mind-expanding issues of the branding industry.<\/p>\n<style>\n.tm-click-to-tweet .tm-ctt-text a{color:#bf174a !important;}<br \/>\n.tm-click-to-tweet a.tm-ctt-btn{ color:#bf174a !important;}<br \/>\n.tm-click-to-tweet{ margin-bottom:10px !important;}<br \/>\n  <\/style>\n","protected":false},"excerpt":{"rendered":"<p>Hello design aficionados and mavens! This is Creative Branding, a place where design pros do the design critique just right. Last time, we got some panelists to deliberate on the high-priced (and ill-conceived for some) logo redesign for the Tennessee &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12130,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-4315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The HP Brand Going Back to Basics | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"We take an in-depth look at the decision of the HP brand to split its brands into two; One for the consumers and other for the enterprise level.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.designmantic.com\/blog\/hp-brand-goes-back-to-basics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The HP Brand Going Back to Basics | DesignMantic: The Design Shop\" \/>\n<meta property=\"og:description\" content=\"We take an in-depth look at the decision of the HP brand to split its brands into two; 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