HP unveil “new” logo

Default avatar.
April 05, 2016
HP unveil “new” logo.
Hewlett-Packard, that giant of computing, has just released its new logo. Um... again. Well, not really again. Sigh. If you haven’t heard, there’s two Hewlett-Packard’s now, okay? Now, I’d really like to tell you that this is because of alternate time-lines crashing into each other, or because HP is going through its very own Spider-Clone Saga. The truth is much less entertaining, but has better continuity than the average comic book: the company split up last year. The two Hewlett-Packards separated to focus on different demographics. Hewlett-Packard Enterprise is, as you might guess, focused on industrial-grade servers, and their many of their clients are as big as, or bigger than they are. They released their new logo last year, and it’s as imaginative as their company name. Nothing wrong with that; conventional wisdom says that the world of big business tends to like more “comfortable” branding. The company more commonly and colloquially known as “HP” is focused on individual consumers. Since “edgier”, more stylised branding tends to go over better in this market, HP has finally chosen to begin using the superbly minimal logo that it’s had knocking around in the back of a drawer for the last few years. hp_big The logo itself was designed by Moving Brands as part of a long-term collaboration with HP, some years ago. It seems that since they no longer have to advertise to two markets at once, HP decided that this logo’s time has come—at least on some of its higher-end products.
The defining signature of the [new logo] is the 13° angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress.
— Moving Brands

Personally, I find myself feeling conflicted. I feel like only a company with HP’s existing brand recognition could get away with sticking this logo on their devices. If I knew nothing about them, I’m not sure I’d actually see the letters “H” and “P” at first glance. That said, it’s really pretty, and they are well-known enough to pull it off. Were I in the market for a new laptop, I would not be ashamed to have this logo emblazoned on the back of my machine.

Ezequiel Bruni

Ezequiel Bruni is a web/UX designer, blogger, and aspiring photographer living in Mexico. When he’s not up to his finely-chiselled ears in wire-frames and front-end code, or ranting about the same, he indulges in beer, pizza, fantasy novels, and stand-up comedy.

Read Next

Exciting New Tools for Designers, April 2024

Welcome to our April tools collection. There are no practical jokes here, just practical gadgets, services, and apps to…

14 Top UX Tools for Designers in 2024

User Experience (UX) is one of the most important fields of design, so it should come as no surprise that there are a…

What Negative Effects Does a Bad Website Design Have On My Business?

Consumer expectations for a responsive, immersive, and visually appealing website experience have never been higher. In…

10+ Best Resources & Tools for Web Designers (2024 update)

Is searching for the best web design tools to suit your needs akin to having a recurring bad dream? Does each…

3 Essential Design Trends, April 2024

Ready to jump into some amazing new design ideas for Spring? Our roundup has everything from UX to color trends…

How to Plan Your First Successful Website

Planning a new website can be exciting and — if you’re anything like me — a little daunting. Whether you’re an…

15 Best New Fonts, March 2024

Welcome to March’s edition of our roundup of the best new fonts for designers. This month’s compilation includes…

LimeWire Developer APIs Herald a New Era of AI Integration

Generative AI is a fascinating technology. Far from the design killer some people feared, it is an empowering and…

20 Best New Websites, March 2024

Welcome to our pick of sites for March. This month’s collection tends towards the simple and clean, which goes to show…

Exciting New Tools for Designers, March 2024

The fast-paced world of design never stops turning, and staying ahead of the curve is essential for creatives. As…

Web Tech Trends to Watch in 2024 and Beyond

It hardly seems possible given the radical transformations we’ve seen over the last few decades, but the web design…

6 Best AI Productivity Apps in 2024

There’s no escaping it: if you want to be successful, you need to be productive. The more you work, the more you…