An abandoned brand redesign project from 2011 is brought back to life
HP is launching a global brand offensive now with all the ultra-thin Spectre 13 notebook, and one of those subtler changes the company is making is to its own logo. Where last year’s Spectre x360 had the full”Hewlett-Packard” written out, the new 13-inch version has only four minimalist slashes making up the”HP” wordmark. HP says it will be using this emblem solely.
This very same mark first surfaced online in a 2011 brand redesign study published by Moving Brands, who HP had hired to create a new logo and brand identity. The American tech giant decided against adopting the emblem that was suggested, much to our disappointment. But now it has split into two — and having delivered an impressively staid logo because of the enterprise thing — the brand new consumer brand appears more prepared to adopt an edgier look. Moving Brands were working since 2008 with HP, so although the Spectre 13 is at a brand new, its logo, cutting-edge apparatus is the product of many years of deliberation.
