You have to give marketing agencies credit where it’s due. When it comes to large, multinational conglomerates like Hewlett Packard or tobacco/food/everything processor Altria (formerly Philip Morris), they have to condense a billion different ideas into a single marque that makes sense for everyone. In essence, it’s like writing an episode of Star Trek. HP has a chance to avoid the trap of becoming a dull brand, but they haven’t seized on the opportunity. Why?
“Wait, what? Designing HP’s new logo is like writing an episode of Star Trek? Huh?” you may be asking. Even if you’re not familiar with the venerable sci-fi saga, you know that there’s a lot of it. Eleven movies, five TV shows, and thousands of other canonical sources of information. To write an episode of Star Trek is to work inside a box. You need to not only have extensive knowledge of the universe and its characters, you need extensive knowledge about every other faction of that universe as well. It’s why JJ Abrams, along with writers Orci and Kurtzman, decided to reboot the entire universe with their 2009 Star Trek flick.
Yesterday, word spread that Moving Brands had been contracted by the world’s largest PC maker during the Mark Hurd years (well, a year and a half ago, at least) to develop a new and incredibly elaborate new identity. Ironically, the flagship piece of this work is the four stroke logo which seems to fit better on a guitar than on a laptop or tablet. My parents bought me my first Hewlett Packard machine in 2000 when my Packard Bell died. It was a Pavilion-branded computer, back when Pavilion meant ‘ultra small case that makes it a pain to upgrade without ripping the whole thing to bits’. I’m currently on a 2009-era Hewlett Packard that I bought when I was making Infinite Lives. I don’t have any strong connection to the brand or a sense of loyalty, the computers just happened to be there. Lately, they’ve made the crime of not only sidelining webOS, installing a quasi-tech celebrette as a stopgap CEO, and having a genuinely awful steering committee, but just look at that logo. That is the hottest piece of branding I’ve seen this year and it’s not even going to be implemented.
HP could be a dangerous company if they really wanted to, and I’d advise you to check out the links below to see the whole identity.
Source: Moving Brands