News of new work from Moving Brands is always welcome, especially on such a chilly morning. You will have no doubt already heard of this through the various media streams we all have access to these days but the new identity scheme produced for Hewlett Packard is well deserving of some ‘tique love.
The vision was to transform the world’s biggest technology company into the world’s most powerful brand. HP would become the blueprint of a moving brand, built for a moving world.
The Identity and Design System was structured to deliver familiarity and recognition through the use of a tight set of core brand assets — logo, colour and typeface. The contextual brand assets, such as identifiers and photography, add flexibility and relevance for specific target audiences. Expression Principles guide the creation of ownable HP signature experiences across spoken and written language, static layouts, information graphics, motion, sound, interaction, form factors and materials and physical spaces.
The defining signature of the system is the 13º angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress. It also refers to the world of computing by recalling the forward slash used in programming. 13° exists within the brand identity, in the graphic language, product design and UI.