HP is finally using this Moving Brands logo from 2011
The “progress marque”, first unveiled more than four years ago, is now being used on the company’s range of premium laptops.
![hp-logo-redesign_640](https://d3faj0w6aqatyx.cloudfront.net/uploads/2016/04/05160133/hp-logo-redesign_640.jpg)
Technology company HP is finally rolling out a new identity designed by Moving Brands – more than four years after it first emerged.
According to The Verge, HP is using the mark on its newly released Spectre 13 laptop – and will use it solely on its premium laptops.
The identity – dubbed the “progress marque” was initially unveiled at the end of 2011, as part of a wider brand repositioning project led by Moving Brands.
![HP rebrand work by Moving Brands in 2011](https://d3faj0w6aqatyx.cloudfront.net/uploads/2016/04/05160129/7893-hp-11.jpg)
Moving Brands chief creative officer Mat Heinl said at the time that the mark has the proportions of the original HP logo, can be easily animated or simplified and references a forward slash.
The logo ties with the wider design system developed by Moving Brands, which uses a 13° angle.
Heinl said: “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].”
![HP rebrand work by Moving Brands in 2011](https://d3faj0w6aqatyx.cloudfront.net/uploads/2016/04/05160131/hp_mb_ad_magazine.jpg)
At the time of its unveiling though, HP said there were no plans to adopt the logo. The company told Design Week: “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.”
Last year HP was split into two companies – Hewlett Packard Enterprise, which deals with corporate hardware and services, and HP Inc, which comprises the company’s computer and printer business.
![Logo](https://d3faj0w6aqatyx.cloudfront.net/uploads/2016/04/05160322/Logo.jpg)
The new Hewlett Packard Enterprise identity was unveiled at the time of the split. The mark uses a green rectangle above a wordmark.
Hewlett Packard Enterprise president and chief executive said of the new mark: “The colour we picked is no accident. I wanted us to stand apart… It’s different, I know.”
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