The Wall Street Journal reports that HP is planning to separate its computer and printer business from its corporate hardware and services operations.
HP’s third quarter results, released in August, showed that revenue from sales of computer systems was growing by 12 per cent, while revenues from enterprise services and software were down by 6 per cent and 5 per cent respectively.
Back in 2011, Moving Brands unveiled its repositioning work for HP, which followed its appointment as lead consultancy in 2008.
According to Moving Brands chief executive Mat Heinl, the repositioning was based on the idea that HP is looking to “lean into the future with innovation”, with a brand story based around “human progress”.
A new design system was introduced, including the use of a 13° angle, based on the angle of founders Bill Hewlett and Dave Packard’s original logo.
However elements of the rebrand, including a new “progress marque” created by Moving Brands, were not adopted by the company at the time.