Moving Brands overhauls HP identity

Tue, 13 Dec 2011 | By Tom Banks

HP made Moving Brands its lead consultancy in 2008 and charged it with brand strategy and experience design development - case study elements of which are pictured here.

According to Moving Brands chief creative officer Mat Heinl, who led the project, HP wants to be transformed into ‘the world’s most powerful brand’ and tasked the consultancy with creating a ten year plan which could chart digital firsts and be multi-sensorial.

According to Moving Brands the project was initiated by HP as it had a growing portfolio – having made 50 acquisitions in the last five years – but was seen as ‘dull and lifeless’ by customers and business customers.  

The strategy is based on the idea that the company looks to ‘lean into the future with innovation’ according to Heinl, who says that ‘Human Progress’ has been appropriated as a brand story, rather then an external communication to express this.

As a design system, the use of a 13° angle has been brought in. ‘It is the angle of founders Bill Hewlett and Dave Packard’s original logo – which can still be found on the wall of the HP Labs building in Palo Alto, [California],’ says Heinl.

As part of its work, Moving Brands developed a new ‘progress marque’ (pictured), which also has the proportions of the original logo and can be easily animated or simplified and references a forward slash, adds Heini.  

However there are currently no plans to implement this logo. A spokesman for HP says, ‘The design system created with Moving Brands was the only aspect of this work that was approved. The logo was a working draft that did not get adopted by HP.’

A roll out will now be controlled by HP which has taken charge of the new design elements. Moving Brands says execiutions for the HP Summit 2011 and the launch of the HP TouchPad were informed by the new vision.

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