CONTENKSKIPONEXTCHAPTERHP brand identity standards,OHow we look and how we talkMay2006
NTRODUCTONOur brand identity is a toundation on whichwe build to tell powertul, consistent storesabout our produats and services.Ii combines how we look and how we tolkto express our brand promise and characterIt differentiates us trom the competitionand helps us standout in crowdedmarketsAnd our brand identily is the mast powertuIway to leverage the combined strenaths oflour company,Byuniying the woy welookand talk, we send a signal to the world thatHP trulv is a world-dass alobal brand-onethat isdear. consistent.ditterent and beterlin everything we say and do.
CONTENE4BCFORWARDSKIPONEXTCHAPTERlable of contents1.11.0Introduction3.3Color3.7Typogophy1.1TableofcantentsHPFutunaColbrThe HP brandLacalzation五2BrandpromiseWebandscreenspocilicalionnsPacementBeandcharaclePhatographyAll caps23Tablsandcharls满品HPimageandvideolibcaryPeople andliestyle3.0How welookraduct37How we talk4.06883.1CompasitionPreduct in an erviranmert404.1SaducsandpeopleBeandpositicningdguter:oringimagaryTheStretdhandcoppingCdlolicnof imagesVeiicalplacemerDynamicsloryellingSizeandheightlechnicdanddagrammalicPosiionoheHPdicleChark andgraphsPlacementLegal and trademark79CoppingJnacceptablestylesCopyightTypewithintheStethHP invent lagoOulningwithwhiteQucliiesExomplesColar, scale andsizeContactinformation:82.0Racement
4BACK|FORWARD-CONTeNB>THEHPBRANDThe HPbrand2.0TheHPbrandisoneofthemost powerul assetweown. We capitalize onthis assel bysharing5722an understanding at wnat our brand slands forandhow we brina it tolile in our work everydayWhenthe elements of our brand identilyhow we look and how we talk-are alianedeandconsistentacross allapplications, we canleveroge the power of our brand to diteentialeofferinas trom our competitors, aracaustomers and enlernew morkels. This is how weconnectour work in business groups and regionwith the essence of aur company and aur brandAndthisishowwedrive customer recoanition-and buld loyaly-in all at ourmarkes,
CONTENSTEHPRAND>BRANDPROMSEBrand promise2.1EveryonearHPisuniledby asinglepromise wemoke to every cuslomer-regardlessofwhothey are, where theyareorwhat thev wanttoachieve:We canhelp you do thatWhatourbrandoromisemeanstWe buildInveporthershipswith customen,andourwork alwpys begirswiththei gosandchallenges.Wearestoightboward in al that wedg,becousewerespectpeople and deliver deorvaluetothem.Webelieve inouraustomers aspiration,and we re corlidentin our ability to hepmake them real.
CONENE>TEHPRANO>BRNDOHANCTENBrand character2.2In additionto ourpromise, our brand hasa dharacter and personaliythat makes usunigue.IHlesour customers, parthers andeople know what we stand fr;, what webelieve in,who weare and how we behave.OurbrandnspireasenuineIrustedcharacteris:WeenablesmaterwoyedworkingandlingWedowhatwesay.Ourheringetsbuiltonqulilyandrelablty,Wearededicatedlomaking thingsWeareHiendly,approchableandeasyOuraudomersrelyonHPliolindasoludionbelierlorourcuslomers.lodo business wilththat'sright for them.Wevalue intelligence, innovationWe...
