hp collateral standards

HP collateral standardsOne Voice

Before reading the collateral standards, refer to the HP BrandStandards and Tools document. It provides an overview of our brand and corporate identity and is available athttp://h30060.www3.hp.com/onevoice/

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HP Collateral Standards b

Our new system of collateral templates greatly simplifies the process of creating collateral. Templates are designed to accommodate a wide variety of content types, from text-intensive layouts to bold graphic treatments. Pages can be mixed and matched to create collateral pieces that meet your specific needs. This flexible, modular system is used for all collateral pieces. You will need to have a tracking/publication number assigned to your piece, and use an approved production vendor.

If you have an exceptional communication need that you feel cannot be met by an existing template, contact Ellen Maly at HP Global Brand and Communications. New templates will be generated as common needs are identified.

Our bold, dynamic and vibrant collateral system reflects the capabilities of the company we’ve now become.

Table of contents

The HP collateral system 02

How the collateral system works 03

The grid 04

Page composition 06

Photography 07

HP invent logo 23

+hp brand device 25

Color palette 30

Typography 32

Charts, graphs and tables 34

Capitalization and punctuation 35

Partner and multiple logo treatment 38

Legal and trademark information 39

Contact information 41

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HP collateral standards 02

The HP collateral system

Our template-based collateral system was developedto create consistency, clarity and coherence in allcommunications—from advertising to collateral to point-of-sale. The system’s modularity, combinedwith our companywide brand elements, makes it flexible enough to serve the need of every business and remain fresh over an extended period of time.

Our modular system:• Drastically reduces the need for custom design

capabilities.

• Accommodates a variety of content hierarchiesfor clearer and more robust storytelling.

• Lets you choose one dominant color from a rich, streamlined color palette to give boldnessand impact to your collateral piece.

• Provides a range of content and page types that can be used across a number of collateral categories.

• Ensures a consistent, high-quality look and feel, even in automated marketing systems.

1. Callout describes product featureor benefit. Lorum ipsom vero quorioqui blandit praesent lumet, con itusetuer adipisci elit pirum ellius tilumipus lorum ipsus etal vergamo.

2. Ais pretosius rures lucide cor-rumperet vix verecundus catelli.Agricolae suffragarit catelli—Cathedras divinus fermentet.

3. Ais pretosius rures lucide etalirumperet vix verecundus catelli andthe Agricolae per adesoon.

4. Octavius, iam fiducia suis etusdeciperet incret incret incredibiliterlascivius zothecas. Aquae Sulisconubium lorum ipsum.

3. HP Product name 14pt 4. HP Product name 14pt


“Messaging text 29pt contains abig idea or customer quote. Text is reversed to white. Lorem ipsumdolor sit amet—consectetuer adip-iscing elit, sed diam nonummy nibheuismod tincidunt.” John Doe,Amazon Marketing Manager

Place caption here (9 pt)

Veniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiat nullafacilisis at villum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto odio dignissim qui blanditpraesent luptatum zzril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla.

In hendrerit in vulputate velit esse molestie consequat,wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip ea commodoconsequat. Duis autem vel eum iriure dolor hendrerit invulputate velit esse. Puisitus adesso tentti. Ma quandelingues coalesce, li grammatica del resultant lingue esplu simplic e regulari quam ti del coalescent lingues.

Body text can discuss market needs and customer problems, describe a strategic initiative, product, serviceor solution, touch on key features and benefits, price/performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy(why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis atsectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magnai blandit praesen.True-to-life color

HP color printing

Business group, customer segment or initiative

Sample template

4


Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis atvero erodio dignissim qui blandit praesent lumet, con-sectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magnai blandit praesen.

Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiat nullafacilisis at villum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto odio dignissim qui blanditpraesent luptatum zzril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsum dolorsit amet, consectetuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Veniam, quis nostrud exerci tation ullamcor-per suscipit lobortis nisl ut aliquip ex ea commodo conse-quat. Duis autem vel eum iriure dolor.

In hendrerit in vulputate velit esse molestie consequat,wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip e commodoconsequat. Duis autem vel eum iriure dolor in hendrerit ein vulputate velit esse. Viritus adeso perche tutiie.

Headline 9ptNulla facilisis at vero eros et accumsan et iusto odio dig-nissim qui blandit praesent luptatum zzril delenit augueduis dolore te feugait nulla facilisi. Lorem ipsum dolor sitamet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. At vero eos et accusam et justo duo doloreset ea rebum. Stet clita kasd gubergren.

Ut wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip exna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquipex ea commodo quat. Duis autem vel eum iriure dolorinvulputate velit esse molestie conseq.

“Pull quote containsa customer quote,selling point or keycustomer benefit and appears in thedominant color. This block of copyshould be no longerthan 427 charactersin length.” John Doe,Account Manager

Headline 22pt herewith big idea in thedominant color—in this case PMS 152cv.

“Messaging text 29pt contains abig idea or customer quote. Text is reversed to white. Lorem ipsumdolor sit amet, sed diam nonummynibh euismod tincidunt. Laoreetdolore magna aliquam erat volut-pat lorum ipsom.” John Doe,Amazon Marketing Manager

HP IT consolidation solutions

Sample template

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How the collateral system works

The collateral templates are based on a modularsystem of pre-designed page types—front covers,back covers and inside pages—that can be combined with each other to accommodate a wide variety of content. You can choose fromoptions with space for charts, customer quotes, callouts, bold statements, product specifications,photography, tables and more.

Getting started1. Read the collateral standards.

2. Go to http://h30060.www3.hp.com/onevoice/to download a collateral template and the associated guide for your type of collateralpiece. The guide provides a page index andinstructions to help you select pages.

3. Select photography—people, products or supporting imagery—from the HP Creative Resource Library (CRL) atwww.hp.com/go/CRLimages

4. Choose one dominant color for your piece from the new HP color palette on page 29.

CoversA wide variety of coveroptions allows you to makean impact through boldgraphics, photography, coloror high-level messaging.Choose front and back covers that best meet yourcommunication needs.

Inside pagesBased on the content of yourpiece, choose from optionsthat include charts, graphs,tables, photography, densetext, detailed specifications,large positioning statementsand more.

Product, solution or service title 17ptOptional secondary title 12pt

Consumers .......................2Enterprise.........................4Management....................8Solutions ........................14Business .........................19Index.............................35


Call to action with URL and/or contact information (12 pt)

© Copyright 2003 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice and is provided “as is” without warranty of any kind. The warranties for HP products are set forth in the express limited warranty statements accompanying such products.Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

5981-2191EN, 07/2003



© Copyright 2003 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice and is provided “as is” without warranty of any kind. The warranties for HP productsare set forth in the express limited warranty statements accompanying such products. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

5981-2191EN, 07/2003


Product, solution or servicetitle 17ptOptional secondary title 12pt




5981-2191EN, 07/2003





5981-2191EN, 07/2003

Table of contents

Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64It augue duis dolore. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

8








• Bullets provide an opportunity to highlight importantpieces of information (9 pt). Lorum ipsum etalis.

• Bullets have an indent that is created in Quark by usingthe Command + back slash key. The tab is created inthe Bullets style sheet. Ipsumit lorimis epitalia adeso.

• Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat. Per tutoilis apertos.

Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesentluptatum zzril delenit augue duis dolore te feugait. Atvero eos et accusam et justo duo dolores et ea rebum.



“Messaging text 22pt contains a big idea, keydifferentiators or customer quote. Text is in thedominant color. Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat. Ut wisi enim ad minimveniam, quis nostrud exerci tation ullamcorpersuscipit loelit, sed diam nonummy nibh euismodtincidunt ut laor aet dolore magna aliqbortis.Bel illum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto.” John Doe, Amazon Marketing Director

10





In hendrerit in vulputate velit esse molestie consequat,wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip ea commodoconsequat. Duis autem vel eum iriure dolor hendrerit invulputate velit esse. Puisitus adesso tentti.







“Messaging text 17pt contains a big idea or customer quote. Text is in the dominantcolor. Tathedras celeriter misce pretosiusapparatus bellis. Peritus lorum ipsom etal.”John Doe, Manager

Chart text headerChart text describes chart contents.

Chart text header w/rule

HP Product name

HP Product name

Disk Array Capacity Type Function

xp48 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks Openxp128 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks n/axp512 92.6 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks Closedxp7124 92.6 TB 48 GB 15k rpm FC disks and 73 GB 10k rpm FC disk n/a

HP Surestore Business Copy XPHP Surestore Direct Backup Engine TLHP Surestore gigabite fun drive 2.0

Servers Workgroup Midrange High-end Operating system Firewall

HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x HP 123.1



Messaging text 22pt contains a big idea, keydifferentiators or customer quote. Text is in thedominant color. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat. Ut wisi enim ad minim.

2. HP Product name 14pt

1. HP Product name 14pt

13


2384 x 1734 total pixels; 2280 x 1720 effective pixels; 2272 x 1712 file size pixels

30-bit

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax®3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)

~0.14 m to 0.7 m (wide), ~0.4 m to 0.7 m (telephoto)

Standard

Point-and-shoot-type separate Pentax® 3x optical zoom lens with realimage zooming optical range finder with 78% coverage; 1.5 in LEDbacklit LCD for live view of scenes

Auto white balance, 30 bit color depth

32 MB SDRAM; 4 MB Flash; 16 MB SD card

ISO 100, 200

Automatic exposure, Automatic (auto/auto with red-eye) and manualstrobe (forced on/forced off)

12 to 1/2000 sec

21x (3x optical, 7x digital)

Normal (0.5 m to infinity), Macro (at wide: 0.14 m to 0.7m; at greater than wide: 0.4m to 0.7m)

Single shot still, self timer, movie mode

3.8 cm (1.5 in) LCD display for preview and review of photos

Battery level, focus region, pictures remaining, quality level, Microphone,Timer/REC, and counter, text info line, Special Flash and Focus modeicons, Exposure Compensation, Digital Zoom crop

30 secs (still photos) , 60 secs (video)

USB cable; Dock connector to HP unique dock; Type 1 AC in power con-nector; 8 pin combo USB/Video out connector

USB or HP Photosmart 8881 digital camera dock, AC adapter

2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, ACadapter, optional dock

Microsoft® Windows 98, Me, XP, 2000, Mac OS 9.1 and OS X 10.1.2and higher

PC: Pentium® 166 MHz or higher, 32 MB of RAM, 180 MB free harddisk space, SVGA 800 x 600 16-bit color display, CD-ROM drive, USB,Microsoft® Windows 98, 98 SE, Me, 2000 or XP; Macintosh: 233 MHzPower PC processor, 64 MB RAM, 150 MB free hard disk space, 800 x600 16-bit color display, CD-ROM drive, USB port, Mac OS 9.0, 9.1, orOS X 10.1 or higher

HP Product name 12pt HP Product name 12pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt


30-bit

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax® 3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)


Standard




ISO 100, 200


12 to 1/2000 sec







USB cable; Dock connector to HP unique dock; Type 1 AC in power connector; 8 pin combo USB/Video out connector


2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, AC adapter, optional dock



12

Callout header discusses a sellingpoint or key customer benefit.Lorum ipsom vero quorio quiblandit praesent lumet, consetueradipisci elit pirum ellius tilum. Aispretosius rures lucide corrumperetvix verecundus catelli. Agricolaesuffragarit catelli—sathedras condivinus fermentet adesso.


The grid: 8.5x11”

The collateral system is based upon a simple gridof squares that helps structure content and createconsistent, effective communications. This allows allpages in a collateral piece to work seamlesslytogether. The grid is shown here to help explain the foundation of the collateral templates. Whencreating a collateral piece, always use an existingtemplate rather than building a new one based on the grid.

The grid is divided into equal squares. Dependingon the size of the page, the bottom row may betruncated. In all templates, there is an even whiteborder (margin) around the page and narrow whitespaces (gutters) between images.

The size of the squares, border and white spaceswill scale depending on the size of the collateralpiece. Our grids and layouts are optimized towork on the full range of printing processes wecurrently use—offset printing, HP LaserJet 8550printing and Indigo presses.


4

Body text can discuss market needs and customer problems, describe a strategic initiative, product, serviceor solution, touch on key features and benefits, price/performancef , TCO and ROI, and point out the key differentiators of our product/service/solution/strategy(why it’s better than our competitors’ offering). If youare creating the original piece in English, always allowa minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.







“Pull quote containsa customer quote,selling point or keycustomer benefitand appears in thedominant color.This block of copyshould be no longerthan 427 charactersin length.” John Doe,Account Manager

Headline 22pt herewith big idea in thedominant color—inthis case PMS 152cv.

BorderThe 1/4-inch border extendsaround all four sides of thegrid, supplying a frameworkfor the content and images.This border is necessary for digital publishing andprint-on-demand.

GridThe grid is based on squaresof identical size. The size of the square is based on the width of one column.

Suggested page division*This suggested division line enables strong visualalignment when mixingpages within a template.

GuttersThe 1/8-inch gutters provide an important visualrest by creating white spacebetween images, colorblocks and columns of text.

ColumnsThe 8.5x11” grid is divided into five columns.

8.5x11” grid example

8














10















HP Product name

HP Product name






*Suggested page division


1


Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan velit essemolestie consequat, vel illum dolore eu feugiat nullafacilisis at vero erodio dignissim qui blandit praesentlumet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magnai bland.

Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiatnulla facilisis at villum dolore eu feugiat nulla facilisis atvero eros et accumsan et iusto odio dignissim qui bland-it praesent luptatum zzril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquipex ea commodo consequat. Duis autem vel eum iriur.

In hendrerit in vulputate velit esse molestie consequat,wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip e commodoconsequat. Duis autem vel eum iriure dolor in hendrerite in vulputate velit esse. Viritus adeso perche tutiie.

Headline 9ptNulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenitaugue duis dolore te feugait nulla facilisi. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. At vero et accusam etjusto duo et ea rebum. Stet clita kasd gubergren.

Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip exnaaliquam erat volutpat. Ut wisi enim ad minim veniam,quis nostrud exerci tation ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo quat. Duis autem veleum iriure dolor invulputate velit esse molestie conseq.


• Bullets have an indent that is created in Quark byusing the Command + back slash key. The tab is cre-ated in the Bullets style sheet. Ipsumit lorimis epitaliaadeso.

Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesent lup-tatum zzril delenit augue duis dolore te feugait. At vero eoset accusam et justo duo dolores et ea rebum.

“Pull quote containsa customer quote,selling point or keycustomer benefit and appears in thedominant color. This block of copyshould be no longerthan 427 charactersin length.” JohnDoe, AccountManager

Headline 22pt herewith big idea in thedominant color.

2


Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan velit essemolestie consequat, vel illum dolore eu feugiat nullafacilisis at vero erodio dignissim qui blandit praesentlumet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magnai blan.

Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiatnulla facilisis at villum dolore eu feugiat nulla facilisis atvero eros et accumsan et iusto odio dignissim quiblandit praesent luptatum zzril delenit augue duis te feu-gait—fruis autem vel eum iriure dolor nulla. Lorem

ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquipex ea commodo consequat. Duis autem vel eum iriur.


Headline 9ptNulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenitaugue duis dolore te feugait nulla facilisi. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd.




Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesent lup-tatum zzril delenit augue duis dolore te feugait. At veroeos et accusam et justo duo dolores et ea rebum.



HP Product name

HP Product name







*Suggested page division

The grid: A4

The collateral system is based upon a simple gridof squares that helps structure content and createconsistent, effective communications. This allows allpages in a collateral piece to work seamlesslytogether. The grid is shown here to help explain the foundation of the collateral templates. Whencreating a collateral piece, always use an existingtemplate rather than building a new one based on the grid.

The grid is divided into equal squares. Dependingon the size of the page, the bottom row may betruncated. In all templates, there is an even whiteborder (margin) around the page and narrowwhite spaces (gutters) between images.

The size of the squares, border and white spaceswill scale depending on the size of the collateralpiece. Our grids and layouts are optimized towork on the full range of printing processes wecurrently use—offset printing, HP LaserJet 8550printing and Indigo presses.


1

Body text can discuss market needs and customerproblems, describe a strategic initiative, product, serviceor solution, touch on key features and benefits, price/performanceformancef , TCO and ROI, and point out the key differentiators of our product/service/solution/strategy(why it’s better than our competitors’ offering). If youare creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan velit essemolestie consequat, vel illum dolore eu feugiat nullafacilisis at vero erodio dignissim qui blandit praesentlumet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magnai bland.

Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiatnulla facilisis at villum dolore eu feugiat nulla facilisis atvero eros et accumsan et iusto odio dignissim qui bland-it praesent luptatum zzril delenit augue duis te feugait—tfruis autem vel eum iriure dolor nulla. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquipex ea commodo consequat. Duis autem vel eum iriur.

In hendrerit in vulputate velit esse molestie consequat,wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip e commodoconsequat. Duis autem vel eum iriure dolor in hendrerite in vulputate velit esse. Viritus adeso perche tutiie.

Headline 9ptNulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenitaugue duis dolore te feugait nulla facilisi. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. At vero et accusam etjusto duo et ea rebum. Stet clita kasd gubergren.




Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesent lup-tatum zzril delenit augue duis dolore te feugait. At vero eoset accusam et justo duo dolores et ea rebum.

“Pull quote containsa customer quote,selling point or keycustomer benefitand appears in thedominant color.This block of copyshould be no longerthan 427 charactersin length.” JohnDoe, AccountManager

Headline 22pt herewith big idea in thedominant color.

BorderThe 6 mm border extendsaround all four sides of thegrid, supplying a frameworkfor the content and images.This border is necessary for digital publishing andprint-on-demand.

GridThe grid is based on squaresof identical size. The size of the square is based on the width of one column.

Suggested page division*This suggested division line enables strong visual alignment when mixingpages within a template.

GuttersThe 3 mm gutters provide an important visualrest by creating white spacebetween images, colorblocks and columns of text.

ColumnsThe A4 grid is divided into five columns.

A4 grid example

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8















8














Page composition

A successful collateral piece strikes the right balance between messaging statements, photography, color, supporting text and graphics.The interplay between positive and negativespace helps collateral feel dynamic and energeticrather than crowded.

Pages are designed to be asymmetrical, withlarge areas of white space and type aligned to the left of a grid square or color field.

Images and graphics always begin at the top of a grid space and fill an entire square or numberof squares. Text always begins at the top of a gridsquare and extends as long as is necessary.

Any collateral piece created in English must contain a minimum of 30% extra space on eachpage to allow for language expansion with translation.


Type should be indented the visual equivalent of the width of a gutter space from the edge of the color field, which will vary depending on the formatbeing used.

Large positioning statements canbe printed in the dominant color,or reversed to white out of thedominant color, as long as theyare a minimum 14 pt size.

Text always begins at the top of a grid square, although not necessarily at the top of a page.

When creating a collateral piece in English, allow a minimum of30% extra space on each pagefor language expansion with translation.

8.5x11” inside spread example

Headlines, editorial text and specification lists are all flush left.


Photography

Photography helps us craft stories about how HP provides vital technology for business and life. We use people, product and supporting imageryin our communications. All categories of photoscan be found in the HP Creative Resource Library(CRL) at www.hp.com/go/CRLimagesWe will continue to add photos that support theneeds of our business initiatives.

Our photography is always:

• Bold • Believable

• Rich • Optimistic

• Simple • Dynamic

• Timeless

Some of the photos shown in this section are used only as examples andwill not be available in the CRL.



Top left:Artificially colored background

Top right:Unbelievable depiction of products


People

Our people photos capture the character, spiritand vitality of each individual. We photographreal people, those you would see in everyday life.

Scale, cropping and bold composition createdynamic impact. Our photos range from close,intimate views to more distant perspectives that provide greater context.

We are broadening the range of our photographyto reflect the needs of all of our business initiatives and the new generation of customerswe strive to attract. People photography helps us show the important role HP plays in life andbusiness.

Whether we’re representing people through portraits, showing them in a contextual environment or capturing their expressionsthrough photos of hands, feet or body movements,people photos should always be honest, believable and dynamic.

These photos represent real,approachable people andemphasize their optimistic,confident spirit.






People:unacceptable usage

Here are examples of people photos that do notrepresent our brand. Our people photographyshould never be artificial, stereotypical, decorative,literal or unnatural. Photos should not be clutteredwith unnecessary props that distract from the story.Avoid using photos with content that is irrelevantto our business and customer segments.

Top left:Staged and stereotypical

Top right:Clichéd business photo

Bottom left:Don’t use clichéd sportsmetaphors to represent technical or business concepts such as winning or speed.

Bottom right: Cluttered, distracting environment


Products

Silhouetted product photos have no backgroundexcept for a subtle surface reflection. We usedirectional lighting to make the product a herowithout distortion or exaggeration.

These photos will help create consistency acrossaction advertising, product-specific collateral and the Web. This simple, pure style allows us to group products together on a page toachieve a consistent appearance that differentiates HP from other technology companies. Every new HP product will be photographed in this style and made available in the CRL.

When product photography does not fulfill yourcommunication needs, you can use a productschematic or rendering. Use a straightforwardtechnical line drawing rather than an exaggeratedillustrative rendering.


Primary angleA straight-on front view is alwayspreferred to represent a product.Directional lighting emphasizes the shape of the product.

Additional anglesUse an alternate (straight-down,side or three-quarter) view tohighlight a specific function or feature.


Products continued

The same angles apply for vertical products.


Left: primary angleA straight-on front view is alwayspreferred to represent a product.Directional lighting emphasizes the shape of the product.

Middle, right: additional anglesUse an alternate (back, side or three-quarter) view to highlight a specific function or feature.





Products: unacceptable usage

Here are examples of products photographed inways that do not represent our brand. An angledview should never be used unless it highlights aspecific function or feature.

To differentiate HP from our competitors, we donot use playful or tricky positioning of products.Rather, we create impact through simple, honestand elegant product photography.

Top left:Forced perspective and incorrectly angled view distort the shape of the product.

Top right:Tilted or rotated product photowith a heavy shadow

Bottom left:Products treated as sculpture

Bottom right:Forced perspective distorts the shape of the product.





Products in an environment

These graphic, bold product shots provide context without literally recreating an entire environment. The products are always viewedagainst simple backgrounds, patterns or real settings. They are photographed using the same straightforward angles as the silhouetted products.

These photos suggest an environment without including distracting props.Subtle elements like the outlet and shelf show the relative size of a product.





Products in an environment: unacceptable usage

Here are examples of products in an environment, photographed in ways that do not represent our brand. These photos should not use props or objects that distract from the subject. Avoid artificial settings or staged environments.

Top left:Flat, artificially-colored background and unapproved angle


Bottom left:Product displayed with distracting props

Bottom right:Products in a cluttered,staged environment withnothing bold, graphic ordynamic in the composition


Products and people

To make a direct connection between people and HP products, we will continue to add photosto the CRL that show people using our products.These colorful, bold photos contain close-ups of people using products against graphic backgrounds or real settings. The people shouldalways appear genuine and the interplay with the products should be real.


These photos capture the simplicity and flexibility of HP technology by showing people using products inbelievable, yet unexpectedways.





Products and people: unacceptable usage

Here are examples of people using products in ways that do not represent our brand. Settings should never appear staged or containunnecessary props that distract from the simplicityand message of the photo. Products should not be displayed in a way that is inconsistent with their use.

Top left:Person artificially posed with product

Top right:Props distract from the product.

Bottom left:Surrounding environment distracts from the product.

Bottom right:Stereotypical, static and flat





Supporting imagery

In collateral, supporting imagery is a broad category that is used to help tell a story, representabstract concepts (partnering, adaptive computing, mobility, etc.) or convey the results or contributions of HP technology (simulations, scientific renderings, printing output, a well-runmanufacturing environment, etc.). Our supportingimagery is always graphic, bold, rich, dynamic,straightforward and honest. We will continue toadd supporting images and photos to the CRL.

Supporting images help tell stories in interesting,unexpected ways withoutbeing too literal.






Supporting imagery: unacceptable usage

Here are examples of supporting images that do not represent our brand. Our supportingimagery should never be decorative, stereotypical,artificial, staged or embellished.

Top left:Embellished scientific rendering

Top right:Staged, artificial-looking rendering

Bottom left:Clichéd image

Bottom right:Photo montage





Our approach to cropping and scaling

Cropping and scaling photos gives our collaterala dynamic, energetic look and feel.

Cropping helps place the focus on HP productsand the people who use them. Photos of peoplemight be cropped tightly for an intimate view thatcaptures the character and spirit of an individual,or from a more distant perspective that illustratesthe lives of our customers by providing a greatercontext. Product photos can be cropped or scaledto call out a feature or suggest an environment without showing an entire artificially-created setting.

When you are cropping or scaling, make sure the photo has high enough resolution to maintainits quality.

Entire photo

Entire photo

Dynamic cropping

Specific cropping

Cropping this photo puts the focus on the HP productand the person using it,rather than the surroundingenvironment.

Zooming in creates a supporting image that emphasizes the features ordetails of the product.


Cropping and scaling:unacceptable usage

Here are examples of photos cropped in a waythat does not represent our brand. Avoid croppingfacial features in a manner that is insensitive, unnatural or distracting.


Top left:Cropping appears comfortableand natural.

Top right:Bad cropping creates awkwardtangency.

Bottom left:Dynamic cropping allows visualspace around product.

Bottom right:Uncomfortable cropping of edges or tangents does not allow visual space around product.

Acceptable cropping

Acceptable cropping

Unacceptable cropping

Unacceptable cropping


Combination of images

We tell stories through a combination of photos,rather than relying on a single photo that literallytelegraphs an experience. This combination ofpeople, product and supporting imagery is animportant way to demonstrate the vitality of ourtechnology and the role it plays in people’s lives.It’s a differentiated approach to storytelling thatsets us apart from our competitors.

To create more dynamic and unexpected communications, vary the scale and complexity of photos—from panoramic shots to intimateviews of a person or specific product detail.When combining photos, choose photos withcompatible coloration and subject matter.


2


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Top:This combination of photoscould help tell a story aboutlinking business to IT oradaptive infrastructure.

Inside page


Outsourcing for an agile business


Cover


Bottom:This combination of photoscould help tell a story about HP digital imaging and what it helps people create.


Images with graphics

As a core part of our new brand language, imageswith graphics help to differentiate us from all othertechnology companies. They connect strategic collateral with position and action advertising forthe same strategic segment initiatives—helping HPspeak with one voice.

Graphics applied over photography or otherimages should never be arbitrary or decorative.They must enhance the meaning of the piece and help tell a story. Images with graphics should not be used more than once in a singlecollateral piece.

We are adding pre-designed images with graphicsto the CRL for limited use. They should only beused in collateral about our corporate segmentstrategic initiatives and will be categorized by initiative for easy search and retrieval. Do not use unapproved images with graphics. To verifythat images are appropriate for your strategicbrochure, go tohttp://h30060.www3.hp.com/onevoice/

Bold, sophisticated and poster-like illustrations canalso replace photos in strategic segment initiativebrochures. Pre-designed illustrations from ouradvertising campaigns will be made available inthe CRL for use in these brochures.


The web of overlapping linesillustrates how HP helps customers integrate and connect computing resources.

The business of ITAdaptive computing and your company

True-to-life colorHP color printing


HP fault-tolerant servers

The swirling color illustrationreflects the intensity andrange of colors producedby HP products.

The + graphics over thisphoto reference how HPkeeps the New York StockExchange running like itsfamous ticker.




HP invent logo

The HP invent logo combines two of the mostimportant visual elements of the HP brand: the HP symbol and the HP brand statement, “invent.”

The logo is embedded in the templates and cannot be resized or reshaped.

Color usageAs you will see in the templates, the HP inventlogo on collateral can be shown in black on a white background, or reversed to white whenshown on a dominant color field or image. When using a template with an HP invent logoplaced over an image, there must be sufficientcontrast for clear legibility.

The HP Blue logo should not be used in marketingcollateral. It is still used for corporate communications, stationery and signage.

The logo can be reversedout in white against a dominant color field.

The logo can be reversedout in white against aphoto if there is sufficientcontrast.

The logo can be shown in black on a white background.

The logo should not beshown in black against a dominant color field or photo.

The logo should not beshown in white against a supporting neutral color field.

The logo should not beshown in white against a photo that does not offersufficient contrast.

Acceptable usage

Unacceptable usage


HP invent logo

Clear spaceAs a unit of measurement, “x” equals the height of the HP symbol.There should always be clear space around the HP invent logo equal to the distance of “x” and measured from the bottom of thelogo, not the bottom of the word “invent.” This clear space preventstype or other graphic elements from interfering with the logo.


Logo placement and sizeIn the collateral templates, the placement of the HP invent logo ismeasured from the edge of the border, not the edge of the page. The minimum height of the logo is .5 inches or 12.7 mm high, measured from the top of the logo to the bottom of the word“invent.”

TranslationThe HP invent logo should not be translated.

i n v e n t e z

x x

x x

x x

Lower left corner of collateral piece Lower right corner of collateral piece

x

x

x

x

x

x

x

x

x

x

x

x

.5" or12.7 mmhigh

.5" or12.7 mmhigh



+hp brand device

The +hp is an important brand device. It is notour logo, and should not be treated as such. We use this device in all of our communicationsmaterials to integrate position advertising, actionadvertising and collateral. The +hp enhances our storytelling and helps to describe the strength,possibilities and benefits of working with HP.

UsageTemplates are pre-designed to include the +hp. Its position cannot be altered. Templates provide a range of scales for the +hp. You must use atleast one page with the +hp per collateral piece(preferably a front or back cover). However, youshould not use more than two pages that includethe +hp. Using the +hp more frequently in a collateral piece would dilute its power.

Sample covers

Sample inside pages



Messaging text 17 explains the highest-levelbrochure message. Copy should highlightthe benefits and differentiators of a product,solution or service. It should be no longerthan 140 characters. Text color is reversedto white against the dominant color field.Adfabilis agricolae incredibiliter for titervocificat gulosus umbraculi.



5981-2191EN, 07/2003







5981-2191EN, 07/2003


13










15



+hp brand device

Scale and sizeAs you will see in the collateral templates, thescale and size of the +hp brand device varies.Sometimes it is contained within the square of the underlying grid and other times it expands off the edge of the page. It is always built on a standard measurement of the grid and scales in proportion to match the size of the grid.

When creating multiple collateral pieces, you are encouraged to choose templates that vary the size of the +hp, depending on the content and energy of your composition.

The +hp is a graphic element—its proportions,size and placement cannot be changed or altered within the templates. The templates contain appropriate artwork for the +hp.


Width and height of the + equals size of grid squareor multiple of squares

The + can also be half of the width of a column, or the entire +hp can be the width of a grid square.

Width and height of the +equals the size of a grid square or multiple of squares.



+hp brand device

Approved usageAs designed in the templates, the +hp is used in the dominant colorof a collateral piece against a white background. It is also reversedout in white against a dominant color field or image as long asthere is sufficient contrast. Artwork for the +hp in the approved colors and sizes is included with the templates.

Unacceptable usageThe +hp is not used in black against color backgrounds or photos. It is not reversed out in white against a dominant color field orphoto that does not offer sufficient contrast. When positioning photography, be mindful of the placement of the +hp against faces.

The +hp can be used in thedominant color against awhite background.

The +hp can be reversedout in white against backgrounds that offer sufficient contrast.

The +hp can be reversed outin white against a photo thatoffers sufficient contrast.

The +hp can overlap with photos, but shouldn’tconflict with the view ofpeople’s faces.

Never use the +hp in thedominant color against aphoto or color field.

The +hp cannot be shownin black against color backgrounds or images.

Never reverse out the +hpover photos that do notprovide sufficient contrast.

Be mindful of the placementof the +hp against faces.

landscape collateral_ao_v44.qxd 3/26/03 8:59 AM Page 26

+hp brand device: creating integrated communications

Integrating appropriate images (photography and graphics) from our advertising campaign can help unify our brand and build connectionsbetween position advertising, action advertisingand collateral in the minds of our customers.

For specific corporate segment strategic initiatives,a small set of campaign-related images that incorporate the +hp brand device will be madeavailable in the CRL. You should only use the +hp images when creating a brochure about anapproved initiative or related leadership product,solution or service, or when creating a customercase study.


When creating a brochure orcase study about a corporatesegment strategic initiative or related product, solutionor service, you may connectit with advertising to enhanceits impact. Do this by using a campaign- related, pre-designed image with the+hp from the CRL.

You. Recreated by a remarkable 7-ink printing system.For photos that resist fading for up to 73 years.

The hp photosmart 7550

**

*We're all made of up to 1.2 million colors.

* On default settings using premium photo papers and the color and photo pens toge ther. All colors may not be uniquely distinguishable by the human eye.** On hp premium plus photo paper, based on testing performaned by Wilhelm Imaging Research, Inc.

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When using an image on a cover that already includesthe +hp brand device, choosea pre-designed image thatdoes not include the “+hp = everything is possible”statement.

You can choose another version of that image to support a different detail of your story.

On a page with sufficientspace and no other conflictinggraphics, you can use a pre-designed image that includesthe “+hp = everything is possible” statement.

240,500

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5981-2191EN, 07/2003

“Messaging text 29pt contains abig idea or customer quote. Text is reversed to white. Lorem ipsumdolor sit amet—consectetuer adip-iscing elit, sed diam nonummy nibheuismod tincidunt.” John Doe,Amazon Marketing Manager

Place caption here (9 pt)



3. Ais pretosius rures lucide etalirumperet vix verecundus catelli andthe Agricolae per adesoon.

4. Octavius, iam fiducia suis etusdeciperet incret incret incredibiliterlascivius zothecas. Aquae Sulisconubium lorum ipsum.



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Front cover

Examples of advertising

Back cover

Inside spread


don’t alter temllates with“eveyting is possible”

don’t use equatuioinn in text

miscellaneous unacceptableusage

+hp brand device: unacceptable usage

The “+hp = everything is possible” statement isnever included in the graphics or text of collateralunless it is part of a pre-designed image in theCRL that is being used for a customer case study or a piece about an approved corporate segmentstrategic initiative, related leadership product, solution or service. See the previous page for specific rules that apply to this usage.

Never add “everything is possible” to the +hpbrand device embedded within a collateral template. When using a pre-designed image that incorporates the +hp brand device, do not use a template layout that already includes the +hp. This will avoid redundancy and the overuse of our +hp brand device.

Never use a customer name, end benefit or technology challenge and the “+hp = everything is possible” statement in your collateral pieceunless it is part of a pre-designed image in the CRL that is being used for a customer case study.


Left:Never add “everything is possible” to the +hp embedded within a template.

Right:When using a pre-designedimage that incorporates the+hp brand device, do notchoose a template layout thatalready includes the +hpgraphic.

Never use the “+hp = everything is possible” statement in text.

Left:Never use a customer name and the “+hp = everything is possible” statement in collateralunless it is part of a pre-designedimage and in a case study.

Middle:Never use an end benefit and the “+hp = everything is possible”statement in collateral.

Right:Never use a technology challengeand the “+hp = everything is possible” statement in collateral.

Storage= everything is possible= everything is possible

FedEx= everything is possible

Mobility

You + HP = everything is possible. You need to deliver more business value incomplex and dynamic IT environment. Open Environment, Multi-Technology Splify the daily management of IT through the introduction of methodologies astreamline the entire technology environment.

= everything is possible

Y

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Cropped for example only

Cropped for example only


Color palette

The new 16-color palette is used throughout thecollateral templates. As you will see in the templates,we use one dominant color for each piece of collateral. Combined with vivid photography andample white space, one dominant color holds the entire piece together and gives it a dynamicenergy that supports our brand.

Choosing a colorTake advantage of the full range of colors in the palette by varying the dominant color youchoose for your collateral pieces. Colors shouldnot be segmented by customer or used to createsub-identities within the brand—doing so wouldbe inconsistent with our unified brand identity.The supporting neutrals should not be used as the dominant color of your piece, but can beused in charts, graphs and tables.

RestrictionsDo not use colors outside the HP color palette.Colors in the palette should never be tinted back,gradated or combined to create new colors.


HP Dark Red HP Magenta HP Orange

HP Dark Green HP Green HP Brown

HP Dark Blue HP Medium Blue HP Light Blue

HP Black HP Dark Gray HP Gray HP Light Gray

HP Yellow

HP Blue Compaq Red

Dominant colors

Supporting neutrals

Colors used outside this collateral system

HP Blue and Compaq RedHP Blue and Compaq Red are reserved foruse outside collateral. HP Blue is used for otherparts of the brand system such as corporatestationery and signage. Compaq Red is usedonly for Compaq PC communications in theconsumer market.

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HP color print specification chart

Color name PANTONE® equivalent CMYK equivalent

HP Dark Red PMS 704 cv 0c 90m 72y 29k

HP Magenta PMS 214 cv 0c 100m 34y 8k

HP Orange PMS 158 cv 0c 61m 97y 0k

HP Yellow PMS 130 cv 0c 30m 100y 0k

HP Dark Green PMS 5477 cv 55c 0m 27y 73k

HP Green PMS 376 cv 50c 0m 100y 0k

HP Brown PMS Warm Gray 10 cv 0c 14m 28y 55k

HP Dark Blue PMS 289 cv 100c 54m 0y 60k

HP Medium Blue PMS 640 cv 100c 0m 0y 22k

HP Light Blue PMS 311 cv 63c 0m 12y 0k

HP Dark Gray PMS Cool Gray 9 cv 0c 0m 0y 51k

HP Medium Gray PMS Cool Gray 5 cv 0c 0m 0y 29k

HP Light Gray PMS Cool Gray 2 cv 0c 0m 0y 10k

HP Black PMS Process Black cv 40c 40m 20y 100k

HP Blue* PMS 653 cv 100c 62m 0y 20k

Compaq Red** PMS 186 cv 0c 100m 81y 4k

Color palette

Adhere to the specifications in these standardsand use qualified vendors and reliable reproductionmethods to ensure consistency of colors. To ensurecolor accuracy when matching colors for printedmaterials, use only the PANTONE® Color MatchingSystem as your reference. Otherwise, colors aresubject to wide variation and will not accuratelyreflect the HP brand.

The CMYK mixes are based on media tests, using coated stock. The mixes may need to beadjusted to suit your process: match to PANTONEreferences.

Paper specificationsOur recommended paper stock is a blue-white,dull, calendered sheet with a brightness rangebetween 88 and 94, and an opacity rangebetween 94 and 95.5. Our paper stock has a stable, rigid, tactile quality. More detailed guidelines and specific stock recommendationswill be available in the near future.

If you have any questions, please contact John Leonti at [email protected].


*HP Blue is not used in collateral, but is used for other parts of the brand system such as corporate stationery and signage.

**Compaq Red is used only for Compaq PC communications in the consumer market.

In lieu of the HP colors specified throughout these guidelines, you may use PANTONE colorsreferenced in the chart, the standards for which are shown in the current edition of the PANTONEformula guide. The colors shown on this page and throughout these guidelines have not beenevaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.Consult current PANTONE Publications for accurate color. PANTONE® is the property ofPantone, Inc.


Typography

We use only the HP Futura typeface. In collateral,the most common font styles are HP Futura Bookfor body text and HP Futura Heavy for headlinesand subheads. Use HP Futura Light for large positioning statements.

SizeType size will vary depending on the size of your collateral piece. When creating collateral in English, always allow a minimum of 30% extra space on each page for language expansionwith translation.

ColorAs you will see in the collateral templates, bodyand editorial text is primarily printed in black. Pull quotes, headlines, messaging text and calloutscan be printed in black, the dominant color of a piece or reversed to white out of a color field.Colored text should never be used over a dominantcolor field.


Type size recommendations

Usage Weight Type size/leading Kerning

Body text Book 9/12 0

Bullets Book 9/12 0

Callout header Heavy 7/9 0

Callout Book 7/9 0

Call to action Book 12/15 0

Chart text header Heavy 7/9 0

Chart text Book 7/9 0

Headline 22pt Book 22/28 0

Headline 14pt Book 14/18 0

Headline 9pt Heavy 9/12 0

Legal Book 7/9 0

Messaging text 100pt Light 100/116 -3

Messaging text 29pt Book 29/37 -1

Messaging text 22pt Book 22/28 0



Page numbers Book 17/22 0

Pull quote Book 12/15 0

Title 17pt Book 17/22 0




Typography

Language familiesThe HP Futura typeface is available for most languages. If your language is not included in the HP Futura font, use either Adobe®

Futura or a font with the characteristics of Futura (a sans serif that complements the geometric simplicity of Futura). Download HP Futura typeface files from www.hp.com/go/brand


Font family Supported languages

Indo-European Afrikaans, Catalan, Danish, Dutch, English, Finnish, French, German, Icelandic,Indonesian, Italian, Norwegian, Portuguese, Spanish, Swahili, Swedish

Central European Albanian, Croatian, Czech, Faeroese, Hungarian, Polish, Romanian, Serbian, Slovak, Slovene

Baltic Rim Estonian, Latvian, Lithuanian

Turkish Turkish

Cyrillic Bulgarian, Byelorussian, Macedonian, Russian, Serbo-Croatian, Ukrainian

Greek Greek

âàäãlandscape collateral_am_v45.qxd 3/25/03 7:29 PM Page 32

Charts, graphs and tables

Use the style sheets provided in the collateral templates to design and populate tables. If you are creating a chart or graph, refer to the examplesin the templates for guidance on style.

Charts, graphs and tables can incorporate productphotography when showing a family or comparisonof products. They cannot incorporate people photography or supporting images. The number of lines and spacing will be determined by yourcontent.

When creating a collateral piece in English, charts, graphs and tables should allow a minimumof 30% extra space on each page for languageexpansion with translation.


Type size specifications: Charts, graphs and tables

Usage Type size/leading Weight

Headline, normal chart 9/12 Heavy

Body copy, normal chart 9/12 Book

Headline, small chart 7/8.5 Heavy

Body copy, small chart 7/8.5 Book

Line work specifications: Charts, graphs and tables

Usage Rule thickness

Primary separator 9.25 pt

Secondary separator 1.25 pt

Tertiary separator .5 pt

TablesLine work in tables should be HP Black or the samedominant color as the collateral piece. Text shouldalways be black.

Charts and graphsWhen creating charts andgraphs, use as few colorsfrom the palette as possible.Start with the supporting neutrals and the dominantcolor of your piece and add other accent colors if necessary. Colors in thepalette should never be tintedback, gradated or combinedto create new colors.

As you will see in the templates, the preferred style is simple, flat and two-dimensional. Avoid decorative embellishmentsand clip art.

27



30-bit

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax®3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)


Standard




ISO 100, 200


12 to 1/2000 sec







USB cable; Dock connector to HP unique dock; Type 1 AC in power con-nector; 8 pin combo USB/Video out connector


2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, ACadapter, optional dock



HP Product name 12pt HP Product name 12pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt

Product feature 7pt


30-bit

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax® 3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)


Standard




ISO 100, 200


12 to 1/2000 sec







USB cable; Dock connector to HP unique dock; Type 1 AC in power connector; 8 pin combo USB/Video out connector


2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, AC adapter, optional dock



29

HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an

HP 10 Yellow 40ml/2,000 c51626an

HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 c51626an

HP 29 Black 40ml/2,000 c51626an


HP 26 Cyan 40ml/2,000 51626an


HP 844 40ml/2,000 c51626an

HP 845 40ml/2,000 c51626an

Inkjet color Yield Part #

Photosmart Yield Part #

HP

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9



HP Product name

HP Product name

Disk Array Capacity Type

xp48 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks xp128 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks xp512 92.6 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks xp7124 92.6 TB 48 GB 15k rpm FC disks and 73 GB 10k rpm FC disks

HP Surestore Business Copy XPHP Surestore Direct Backup Engine TL

Servers Workgroup Midrange High-end Operating system

HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x



Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiat nullafacilisis at villum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto odio dignissim qui blanditpraesent luptatum zzril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsum dolorsit amet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Veniam, quis nostrud exerci tation ullamcor-per suscipit lobortis nisl ut aliquip ex ea commodo conse-quat. Duis autem vel eum iriure dolor.







Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesentluptatum zzril delenit augue duis dolore te feugait. Atvero eos et accusam et justo duo dolores et ea rebum.Lorem ipsum dolor sit amet, consetetur sadipscing elitr,sed diam nonumy eirmod tempor invidunt ut labore etdolore magna aliquyam erat, sed diam voluptua. Stetclita kasd gubergren, no sea takimata sanctus est Loremipsum dolor sit amet. At vero eos et accusam et justo duodolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet. Loremipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et doloremagna aliquyam erat, sed diam voluptua.

2



Headline 14ptVeniam, quis nostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo consequat. Duisautem vel eum iriure dolor in hendrerit in vulputate velitesse molestie consequat, vel illum dolore eu feugiat nullafacilisis at villum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto odio dignissim qui blanditpraesent luptatum zzril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsum dolorsit amet, consectetuer adipiscing elit, sed diam nonummynibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Veniam, quis nostrud exerci tation ullamcor-per suscipit lobortis nisl ut aliquip ex ea commodo conse-quat. Duis autem vel eum iriure dolor.







Bel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesentluptatum zzril delenit augue duis dolore te feugait. Atvero eos et accusam et justo duo dolores et ea rebum.Lorem ipsum dolor sit amet, consetetur sadipscing elitr,sed diam nonumy eirmod tempor invidunt ut labore etdolore magna aliquyam erat, sed diam voluptua. Stetclita kasd gubergren, no sea takimata sanctus est Loremipsum dolor sit amet. At vero eos et accusam et justo duodolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet. Loremipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et doloremagna aliquyam erat, sed diam voluptua.


Chart title here (9 pt)

Caption describes purpose or message of chart (14 pt). Loremipsum dolor consectetu adipiscing,1995–2003 sed diam. Verecundusagricolae, etiam catelli frugaliteradquireret ossifragi—edusmputatutil adesso vano bene.

1995

2003

3

Duis autem vel eum iriure dolnhendrerit in vulputate velit essemolestie consequat, vel illumdolore eu feugiat nulla facilisis atvero eros et accusse molestie con-sequat, vel illum dolore.


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Capitalization and punctuation

We have modified our capitalization and punctuation rules to be more intuitive by following standard capitalization and punctuation practices. The new standards apply to all HP communications.


HP product, solution and service names Capitalize all HP product, solution and service names. Do not bold or italicize the “HP” in a product name.

HP Deskjet 5550 printer

HP PSC 700 all-in-one

HP Media Center PC 873n

HPHP is capitalized everywhere it appears, with the exception of the HP invent logo and the +hp brand device, where it retains a lower-case “hp.” HP is the leader in digital imaging.




Body/editorial textAll complete sentences start with an initial capital letter and endwith appropriate punctuation. All proper nouns and acronyms arecapitalized everywhere they appear.

Run-in subheads The first word in a headline or subhead should always use an initial capital letter. If a run-in subhead is a complete sentence, it should end with appropriate punctuation. If it is not a complete sentence, then the run-in subhead should not include end-punctuation (e.g., a period).

Headlines and subheadsThe first word in a headline or subhead should always use an initial capital letter. Capitalize the first word, and any proper nouns,titles or acronyms only. If a headline or subhead is a complete sentence, it should end with appropriate punctuation. If a headline or subhead is not a complete sentence, then it should not includeend-punctuation (e.g., a period).

Making digital imaging simple

We make digital imaging simple.

Digital imaging

Global citizenship and the HP Standards of Business Conduct

At HP, our team of 65,000 services professionals is focused exclusively on heling you increase the value of your IT investment while delivering measurablebusiness value for every IT dollar you spend. Simply put, HP has proven expeence in linking business and IT so that they work in sync to fuel your success.

HP delivers more value. You need to deliver more business value in creasingly plex and dynamic IT environment. Multi-Technology Services help you simplify

Digital imaging Provided in this kit are guidelines about HP’s digital imaging product design specifications. Before you start content creation, read this




Proper names, names of countries and cities and calendar headingsAlways use initial capital letters for proper names, proper nouns(including “Internet”), names of countries, cities and calendar headings.Acronyms for places (such as “U.S.”) should maintain periods for clarity.

HP’s e-inclusion initiative brought Internet connectivity to remote villages in India.

Chart, graph and table headlinesAll chart, graph and table headlines should use initial capital letters.Punctuate the text according to standard punctuation rules.

Bulleted textThe first word after a bullet point or sub-bullet point should alwaysuse an initial capital letter. Punctuate the bulleted text according to standard punctuation rules. A complete sentence requires a period. A phrase does not.

• Digital imaging is fun.

• Enhanced capabilities• Automatic zoom lens• 4800-dpi

HP Photosmart 812 camera

Features Benefits

4800-dpi resolution True-to-life color

21x total zoom Auto focus for close-ups and panoramics

1.5-inch LCD screen Immediately share, store or delete photos


Partner and multiple logo treatment

Partner logo treatmentPlace partner logos as far from the HP invent logo as possible. For example, if the HP invent logo is positioned in the lower right corner of a template, place the partner logo in the top right corneror in the lower left corner. Partner logos should never be larger than the HP invent logo.


Multiple logo treatmentMultiple logos must be the same optical size and separated by an equal distance of clear space, and should be grayscale.

Preferred partner statementWhen you are contractually obligated to include a preferred partnerstatement, space has been provided in the collateral templatesabove the disclaimer statement.

HP recommends Microsoft® Windows® XP Professional for mobile computing.



Legal and trademark information

Mandatory disclaimer© Copyright 2003 Hewlett-Packard Development Company,L.P. The information contained herein is subject to changewithout notice.

For product manuals and detailed product-descriptive collateral, include the following sentences in the disclaimer:The only warranties for HP products and services are setforth in the express warranty statements accompanying suchproducts and services. Nothing herein should be construedas constituting an additional warranty. HP shall not be liablefor technical or editorial errors or omissions contained herein.

Disclaimer statementAs you will see in the collateral templates, a universal HP disclaimer statement is positioned on the back cover of every collateral piece. It should not be moved or deleted.This statement should be no smaller than 7 pt size.

If you are in a region or country that requires localization for specific country requirements, consult your local HP legal counsel.

The copyright date should be the year the work was originallypublished and, if applicable, the year of the most recent revision; e.g., © Copyright 2000, 2003 Hewlett-PackardDevelopment Company, L.P. For space constrained works, the word “Copyright” may be omitted.

No HP trademark notice is required, nor is any acknowledgement of another party's trademarks unless we are contractually obligated to do so, e.g., Microsoft or Intel MDF program commitments. See the Trademarkswebsite at http://legal.hp.com/patenttm/tradeack.htmfor the list of such marks.



Legal and trademark information

General information on acknowledgements can be found athttp://legal.hp.com/patent tm/tm_info.htm#trademark

HP’s acknowledgement policy for other companies’ trademarks may be found at http://legal.hp.com/patenttm/tradeack.htm

1. HP generally does not use acknowledgements with its owntrademarks (this includes symbols, such as ® or ™, and legends such as “HP is a trademark of Hewlett-PackardCompany”). An exception is the corporate HP INVENTlogo, which generally carries a ® symbol.

2. HP generally does not acknowledge other companies’trademarks. The trademark acknowledgement list (posted at http://legal.hp.com/patenttm/tradeack.htm) identifiesthose few trademarks HP has elected, for good cause, to acknowledge on an ongoing, companywide basis. You should acknowledge these trademarks in the formatshown. Good cause usually requires a written acknowl-edgement provision that is part of a larger commercialagreement. HP avoids these provisions where practical.

3. From time to time it may be expedient to include anacknowledgment in a joint press release, or some otherform of joint promotional material, as a courtesy.

This may be done informally, for a limited time, at HP’s discretion, and not as the subject of an agreement or obligation to do so.

4. HP may also receive user documentation, camera-ready artwork, or other material designed for reproduction and distribution that includes trademark acknowledgments.These materials may be reproduced and distributed without altering embedded trademark acknowledgments.

5. Generally speaking, it is neither necessary nor appropriate to approach another company for guidance on whether or how to acknowledge its trademarks.

6. Trademark symbols are customarily applied the first time the trademark appears in a publication, using the formatprovided in the list. Acknowledgement legends may be collected and placed in any reasonably visible location(e.g., at the bottom of the last page of press releases, on the back cover of sales literature, at the end of articles,in a software “about box,” via a link to “legal notices” on a web page, in a footnote beneath the first reference to the trademark, etc.).

7. You do not need and should not include a general formacknowledgement such as “other trademarks are propertyof their respective owners.”


Contact list Telephone Email

Collateral design

Ellen Maly 508/467.2377 [email protected]

Image development

Ellen Maly 508/467.2377 [email protected]

Use of the +hp

Bryan Stahmer 650/857.6540 [email protected]

Copyrights and trademarks

Elaine Jansen 281/518.6691 [email protected]

Collateral production

John Leonti 650/857.3724 [email protected]

Tracking and publication numbers

Chauncey Daugherty, Wolf Online Literature System 650/857.3744 [email protected]

Ed Wilson 650/857.5142 [email protected]

The HP Creative Resource Library

John Costes 603/472.8923 [email protected]

Judie Lutz 281/514.4799 [email protected]

Advertising

Julie Haralson 281/927.1046 [email protected]

One Voice phase 2 & 3/training

Natalie Riley 281/518.0282 [email protected]

HP brand identity

Bryan Stahmer 650/857.6540 [email protected]

Contact information

Submit questions about collateral standards and template productionvia email to [email protected] or contact the appropriate personfrom the list on the right.



hp collateral standards

Documents

collateral pieces

vibrant collateral system

hp product

hp brandstandards

hp brand device

hp global brand

modular system

page types