Download - HP standards and tools
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
One VoiceHP Brand Standards and Tools
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Beginning now, HP, the originalcompany of inventors, will work ona greater scale and speak with greaterboldness than ever before.
A companyand
a brand,energized
HP Brand 02
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP now takes its place as the world’sleading technology solutions company.
We are broader and deeper than IBMand Sun and Dell and Sony and Epson.
Now we must make it clear to the worldwhat it is we stand for.
For over one billion people worldwide,we apply brilliant engineering to createvital technology for business and life.
HP Brand 03
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
While we start from an unmatchedmarket position, we face formidablebusiness challenges.
To a new generation of consumers, wemust become as exciting a consumerbrand as Sony.
To small and medium businesses, wemust compete as aggressively on priceand performance as Dell.
To enterprise customers, we must provewe are a true end-to-end solutionsprovider -- and the only real alternativeto IBM.
HP Brand 04
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
All we have to do is tell the truth.
But to tell our story powerfully, we mustuse every tool at our disposal.
We must exploit, as never before, thepower of our brand.
And the qualities it contains:
We must now place the full power of ourbrand behind our products and solutions—to get the most out of our investment, todrive greater business results and to meetour customers’ most challenging needs.
Optimistic. Human. Inventive.Dynamic. Trustworthy. Quality-driven.
HP Brand 05
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Our brand strategy
Our differentiators
Because it’s fully woven into business and life - it empowers.
HP Brand 06
What HP stands for
Our brand promise
Our character
The benefits we offer to ourcustomers as the leadingtechnology company
Technology applied to make a meaningful difference.
Invent
Because it makes a real contribution - and you can’t imagine working or living without it.
Vital technology for business and life
Because it’s been invented by people with deep technical prowess, know-how, and track record.
optimistic dynamic human inventive trustworthy quality-driven
COLLABORAT IVERELAT IONSHIPS
OUR PEOPLE OUR TECHNOLOGY GLOBAL REACH
We build honest,collaborativerelationships - with youand our partners - thatyou benefit from.
We’re technologyexperts you can trust togo the extra mile. Wemake technology workfor you.
We create inventivetechnology solutions -built to meet realhuman needs, andintegrated with thewhole system in mind.
We operate everywhereour customers live andwork.
Because it’s built on the belief that technology should be for everyone.
REL IAB I L I TY CHOICE AND FLEX IB I L I TY REDUCED COMPLEXITYAND S IMPL IF I ED USE
SUPER IOR RETURNON TECHNOLOGY
We are reliable ineverything we do - ourproducts, our promises,our performance.
We give customers truechoice - in how theywork with us, how theybuy from us and whatthey buy from us.
We offer solutions thattake the hassle andcomplexity out of using,deploying andmanaging technology.
We aim to help peopleget more out oftechnology - to reducethe initial cost as well asthe total cost ofownership.
We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards ofcorporate global citizenship in everything we do.
GLOBAL C I T IZENSHIP
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
RELATIONSHIPSGLO
BALPR
ESEN
CE
TECHNOLOGY
PEOPLE
Resellers
Allia
nce
partn
ers
Supp
liers
Analy
sts
Shareho
lders
Web
Call center
Product aestheticsProduct usabilityProduct usefulness
E-mailTelemarketing
Catalog
Web Site
Snail mail
Product brochure
In-store signage
Packaging
In-store environment
KiosksWeb
banners
PostersPrin
t
Billb
oard
s Web Site
Radi
oTVPress
relea
ses
Annual re
ports
Media coverage
Employees
Globaliz
ation
PolicyEdu
cation
PolicyEnvi
ronmental Po
licyPhilanthropy &
Community Programs
Dist
ribut
ion
polic
y
Con
fere
nces
Trade
show
s/ev
ents
Colla
teral
Supp
ly Ch
ain
Mng
mt.
Gov
erna
nce
&
Trans
paren
cyFin
ancia
l Rep
orting
Polici
es
Events
Analyst
Calls
Annual Re
ports
Shareholder
Newsletter
CRM System
Privacy &Security Policies
R&DProduct Engineering
Quality Control
ManufacturingDirect Marketing
Product Marketing
In-store Marketing
Compensation/Benefits
Diversity/Hiring Practices
Promotion &
Career Growth
Intranet
Workshops
In-brand Sales
Messaging & G
uidesSuccess Stories
Reference Sell Info.
Managers’ Toolkits
Messages
TrainingC
ollateralExtranet
Sponsorships
AlliancePartnerMngmt. Industry
AnalystRelations
ShareholderRelations
PR &MediaRelations
CSR
HR
Physical WorkEnvironmentIT
Operations
InternalComm.
SalesComm.
ResellerComm.
ProductDesign
Advertising
Sales & ProductMarketing
CustomerSupport &RelationshipMngmt.
Pricing
+ Promo.
Str
ategy
Dist
. Stra
tegy
Supp
lier M
ng.
MISSION
VISION
BUSIN
ESS STRATEGY
BRANDESSENCE
GENERAL BRAND GUIDELINES
Our job as communicators is to makethese qualities real at every touch pointof the brand.
We must create a 360-degree brandexperience—from advertising tocollateral to point of sale.
And we must begin to speak throughall our communications with oneintegrated voice.
HP Brand 07
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
ToolsOne Voice
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Tools
From type to graphics to photography,our foundational brand elements are bolderand more powerful than ever before.
On the following pages, we will examinethe tools we have at our disposal.
While we must have standards, flexibilityis built in—so we can solve, directly andpractically, our most pressing businessneeds.
This is a guide not only of parameters butalso of inspirations.
It examines all the possibilities of this great,enduring and newly energized brand.
HP Tools 09
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Our new visual language.
The new visual languageof our communicationssignals a stronger,more dynamic,more capable company.
HP Tools 10
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
It declares:
While +hp should be used throughout all ourcommunications, it never replaces our logo.
+hp is not only a new graphic element,it is a powerful new branding device.
HP Tools 11
HP is about partnership. By contrast,Dell is about distribution, IBM is about consulting,Sony is about style.
HP is about success. Add a little bit of HP – theexpertise of our people, the innovation of ourtechnology – and our customers achieve more.
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
In this level of communications, +hp is featured prominentlyand is integral to telling the story. It may be used as an
illustrative graphic device, headline or sign-off.
The phrase “everything is possible” applies to the broadestcapabilities of HP as a company and will be used only
in position advertising and communications.
The +hp usages depicted here are only to be used bythe GB & C organization in position communications.
In this level of this communications, +hp is less prominentand is used mainly as a supporting element.
There are no descriptors before or after +hp.
The +hp usage depicted here can be used throughoutHP communications organizations worldwide.
Position advertising
Action advertising &collateral
HP Tools 12
customer
everything is possible
technology/business challenge
everything is possible
For Position and Action advertisingdefinitions see page 24-25.
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Photography
BoldRichSimpleOptimisticDynamicBelievableTimeless
rich
Photography will continue to providemost of our main visuals at all levelsof communications.
In general,our photographic style is:
Please see specific sectionsfor further photographic
guidelines.
While black and whitephotography is a creativeoption — as in the BMW
WilliamsF1 Team brand ad –it is the exception, not the rule.
HP Tools 13
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
In certain cases, illustration may bemore suitable, or more inventive,than photography.
The HP illustration is bold,sophisticated and poster-like.
It should never look like clip art.
Illustration
HP Tools 14
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Graphics have become a key part of HP brandingand a key unifying device across all levels ofcommunication.
The most conspicuous graphic is the +hp device andthe use of plus signs.
Graphics can stand alone or be applied overphotography or illustration.
They are not arbitrary or merely decorative; they mustadvance the meaning of the communication.
A graphics library with specific uses and applicationswill be made available via the Creative ResourceLibrary.
Graphics
HP Tools 15
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP Tools 16
In these examples from HP advertising,graphics add to meaning; to show that allthe world is routed through Federal Express
and that the New York Stock Exchangekeeps running like its famous ticker.
Graphics
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Color
As the world’s leading imagingand printing company, our businessis color.
Our communications ought tocelebrate this fact.
We will own color and use it to enhance the power of our
communications.
HP Tools 17
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP Tools 18
To ensure color in ourwork is consistently bold,simple and vibrant, we’vechosen a rich 16-colorpalette for use in actionadvertising and collateral.
HP Dark Red
PMS 704 cv
HP Magenta
PMS 214 cv
HP Orange
PMS 158 cv
HP Yellow
PMS 130 cv
HP Brown
PMS Warm Gray 10 cv
HP Green
PMS 376 cv
HP Dark Green
PMS 5477 cv
HP Dark Blue
PMS 289 cv
HP Medium Blue
PMS 640 cv
HP Light Blue
PMS 311 cv
HP Black
Process Black
HP Dark Gray
PMS Cool Gray 9cv
HP Gray
PMS Cool Gray 5cv
HP Light Gray
PMS Cool Gray 2cv
HP Blue
PMS 653 cv
Compaq Red
PMS 186 cv
Dominant Colors (Web-safe)
Supporting Neutral Colors (Web-safe)
HP Blue & Compaq Red
(Current HP.com non Web-safe blue and
Web-safe Compaq.com red)
(Compaq red is used only for Compaq PC
communications in the consumer market.)
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Our one and only typeface is HP Futura.
No other font is as simple or as versatile.
HP Futura is a modern version of theoriginal Futura typeface invented in 1928
by Paul Renner, graphic artist, teacherand Bauhaus devotee.
Typography
For specific type sizes and minimumrequirements, and downloads, please see
specific sections.
HP Tools 19
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP is capitalized everywhere it appears,except within the invent logo and the +hpbrand device.
Capitalize all HP product, solution andservice names. Never bold or italicize the“HP” in a product name.
All headlines, chapter headings and initialletters of sentences are now capitalizedaccording to standard usage.
These general rules hold true for everypiece of communication. More specificrules for each level of communication willbe detailed in their individual sections.
Capitalization
HhPp
HP Tools 20
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Invent—the one word within our logo—is our central promise to our customersand to ourselves.
Invent is a promise of focused innovationand of world-class engineering.
Invent is what we do, it’s who we are.
Permitted uses of the HP invent logo willbe addressed in specific sections.
Logo
HP Tools 21
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP.COM
The way we speak is as importantas what we say.
The HP tone of voice is intelligent,informative, human, optimistic and witty.It is not arrogant, obscure or negative.It is not filled with jargon or jokes.Copy should be brisk and informative,pragmatic but never dull.
It should reflect, above all, our passionfor our customers and for our work.
HP Tools 22
Tone of voice
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP advertisingThere are only two types of advertising:Position and Action.
HP Advertising 23
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
Position advertisingThe role of this level of advertising is to announce the full capabilities of HP
and to broaden perceptions of the company as a whole.
Position advertising includes work for HP as a company and for strategic
segment initiatives targeted to Enterprise, Small and Medium Business and
Consumers.
This level of advertising can only be created by GB&C and business groups
at the worldwide level.
Action advertisingThe role of this level of advertising is to generate an immediate response
around a specific HP product, solution, promotion or bundle with a time-
restrictive action.
Action advertising helps sell based on a competitive difference with the goal
of creating leads, fueling product sales or eliminating competitive threats.
Within action advertising, there are two approaches:
Tactical Business Initiatives are in response to competitive
market dynamics.
Transactional ads feature promotions, bundles, products
and solutions that target all customers segments.
Upon approval of the worldwide business group VP Marketing on CMO staff,
Tactical Business Initiatives will be created by worldwide business groups or
regions.
Transactional ads are created by regions, countries and worldwide business
groups using approved templates.
HP Advertising 24
1:
2:
Beginning now, the original company ofinventors will work on a greaterscale and speak with greater boldnessthan ever before.
HP Advertising 25
Advertising architecture
Position
PURPOSE:
• Broadens the perceptionof HP overall andthrough each strategicsegment initiative.
• Strengthensconsideration of HPtechnology by customersor prospects.
• Reinforces or builds adifferentiated strategicmarket position.
• Drives a business priorityin a timely manner tocreate a sellingadvantage.
Action
PURPOSE:
• Generates an immediateresponse around aspecific product,promotion or bundlewith a time-restrictiveaction.
• Helps sell a product orsolution based oncompetitivedifferentiation with thegoal of generatingleads.
• Fuels product sales andeliminates competitivethreats.
DEFINITIONS HOW THE ARCHITECTURE IS APPLIED
Highest level of communications designed to position HP as a company
Strategic segement initiatives supported by leadership products, solutions and services
Tactical business initiatives in response to competitive market dynamics; Exception advertising rather than the rule
Transactional Ads: Promotions, bundles, products and solutions targeted at consumers, SMBs, enterprises and verticals.NOTE: The majority of ad spend and ads produced for action advertising falls within this category.
Covers PSG , IPG , and ESG products
Brand campaign: HP delivers more. +hp = everything is possible Innovations at a price our customers can afford delivered in a way that sets us apart.
Consumer: Enjoy more SMB: Get more Enterprise: Demand more
you +hpEnjoy more
HP allows you to enjoymore of life bydelivering simple andrewarding technologyexperiences that areuniquely innovative,intuitive andempowering.
Solution proof points:
EXAMPLES:• PhotoSmart Cameras• PhotoSmart Printers• PSC all-in-ones• Pavilion PCs• Scanjet Scanners
business owner +hpGet more
HP allows businessowners to get more bydelivering - morereliability, more serviceand support, more localexpertise - all at acompetitive price.
Solution proof points:
EXAMPLES:• PCs• Pocket PCs• Printers• Storage• Servers• Services
CEO/CIO +hpDemand more
HP delivers more ofwhat enterprisecustomers demand -more accountability,more agility and abetter return on IT(RoIT).
Solution proof points:
EXAMPLES:• Manageability• IT Consolidation• Business Continuity• HPS as premier IT end-to-end services provider
Consumer SMB Enterprise
• Leadership in business color (SMB & Entp.)• Open Standard Initiatives ESG• Procurve Security & Convergence• IPG Chapter II Fall Initiative• Supplies Initiative (Cons. SMB & Entp.)
• Attack/Beat Dell in PC’s• Leadership in business color (SMB & Entp.)• Supplies Initiative (Cons. SMB & Entp.)
• Lead shift to all-in-ones• Pavilion Launch in China• Fall Big Bang IPG• Supplies Initiative (Cons. SMB & Entp.)