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, 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


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


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


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


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


RELATIONSHIPSGLO

BALPR

ESEN

CE

TECHNOLOGY

PEOPLE

Resellers

Allia

nce

partn

ers

Supp

liers

Analy

sts

Shareho

lders

Web

E-mail

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


ToolsOne Voice


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


Our new visual language.

The new visual languageof our communicationssignals a stronger,more dynamic,more capable company.

HP Tools 10


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.


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.


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



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


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


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


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


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.)


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


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


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


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


HP advertisingThere are only two types of advertising:Position and Action.

HP Advertising 23


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:


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.


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).


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.)

hp standards and tools

Documents

greater boldnessthan

original company ofinventors

companyanda brand

energizedhp brand

voicehp brand standards

createvital technology

ona greater scale

technology global reachwe