One Voice HP Brand Standards and Tools
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HP Brand
A company and a brand, energized
Beginning now, HP, the original company of inventors, will work on a greater scale and speak with greater boldness than ever before.
HP Brand
HP now takes its place as the world’s leading technology solutions company. We are broader and deeper than IBM and Sun and Dell and Sony and Epson. Now we must make it clear to the world what it is we stand for. For over one billion people worldwide, we apply brilliant engineering to create vital technology for business and life.
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HP Brand
While we start from an unmatched market position, we face formidable business challenges. To a new generation of consumers, we must become as exciting a consumer brand as Sony. To small and medium businesses, we must compete as aggressively on price and performance as Dell. To enterprise customers, we must prove we are a true end-to-end solutions provider -- and the only real alternative to IBM.
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HP Brand
All we have to do is tell the truth. But to tell our story powerfully, we must use every tool at our disposal. We must exploit, as never before, the power of our brand. And the qualities it contains: Optimistic. Dynamic.
Human. Trustworthy.
Inventive. Quality-driven.
We must now place the full power of our brand behind our products and solutions— to get the most out of our investment, to drive greater business results and to meet our customers’ most challenging needs.
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HP Brand
Invent What HP stands for
Our brand strategy
Technology applied to make a meaningful difference.
Vital technology for business and life Because it makes a real contribution - and you can’t imagine working or living without it.
Our brand promise
Because it’s been invented by people with deep technical prowess, know-how, and track record. Because it’s fully woven into business and life - it empowers. Because it’s built on the belief that technology should be for everyone.
Our character
optimistic
dynamic
human
inventive
trustworthy
quality-driven
Our differentiators
C O L L A B O R AT I V E R E L AT I O N S H I P S
OUR PEOPLE
OUR TECHNOLOGY
GLOBAL REACH
We build honest, collaborative relationships - with you and our partners - that you benefit from.
We’re technology experts you can trust to go the extra mile. We make technology work for you.
We create inventive technology solutions built to meet real human needs, and integrated with the whole system in mind.
We operate everywhere our customers live and work.
GLOBAL CITIZENSHIP
We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do. RELIABILITY
The benefits we offer to our customers as the leading technology company
We are reliable in everything we do - our products, our promises, our performance.
CHOICE AND FLEXIBILITY
REDUCED COMPLEXITY AND SIMPLIFIED USE
SUPERIOR RETURN ON TECHNOLOGY
We give customers true choice - in how they work with us, how they buy from us and what they buy from us.
We offer solutions that take the hassle and complexity out of using, deploying and managing technology.
We aim to help people get more out of technology - to reduce the initial cost as well as the total cost of ownership.
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HP Brand
Distribution policy Dist. Strategy
Sales & Product Marketing
PR & Media Relations
Advertising
.S mo Pro
Call ce nter
R& D Pro duc t En Qu g alit Ma y C ineerin nu on g trol fac tur ing
Prod uct aes theti cs Pro duc t us ab i li ty Pro du ct use E-m ful ne Sn ail ss Te ail m lem a ar il ke tin g
O L
TV
E-mail Privacy & Security Policies
TE CH N
rs Poste
Web Site
Web banners
Radio
Web
CRM System
g lo te ure ta i ch Ca eb S bro ge W duct igna s Pro tore s g Inent gin onm cka nvir Pa e tore In-s sks Kio s rship nso Spo
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Billboards
PE O PL E
Confere nces Trade Sup show plie s/eve rM nts Coll ng. Allian atera ce pa l rtners Sup ply Ch Go ain Mn Tra vern gm nsp an t. Fin are ce & Sup nc Po an plie y lic cia rs ies l R ep or tin g An aly sts Product Design
VISION
tra teg y
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Customer Support & Relationship Mngmt.
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Pre ss rel ea ses
ESS STRAT IN
BRAND ESSENCE
coverage Media
CE EN S RE
s ts all en Ev lyst C rts a po An R l e nua er An old reh r Sha slette w Shareholder Ne Relations
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Operations
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RAND GUID AL B ELI ER NE EN S MISSION
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Industry Analyst Relations
Y EG
Phys ica Enviro l Work nment IT
Alliance Partner Mngmt.
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Reseller Comm.
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HR
Sales Comm.
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Internal Comm.
Extranet Collateral g Trainin
Ca Prom ree oti r G on & Hir D row ing ivers th ity Co mp Practi / ces ens ati Ben on/ efits
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. ll Info e Se s renc torie Refe sS s ces ale Suc d S es ran uid In-b & G s g ge gin sa kits ssa es M Tool ps Me ’ ho t ers rks ne ag Wo ntra I an M
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We must create a 360-degree brand experience—from advertising to collateral to point of sale.
And we must begin to speak through all our communications with one integrated voice.
O
Our job as communicators is to make these qualities real at every touch point of the brand.
Tools One Voice
HP Tools
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Tools From type to graphics to photography, our foundational brand elements are bolder and more powerful than ever before. On the following pages, we will examine the tools we have at our disposal. While we must have standards, flexibility is built in—so we can solve, directly and practically, our most pressing business needs.
This is a guide not only of parameters but also of inspirations. It examines all the possibilities of this great, enduring and newly energized brand.
HP Tools
Our new visual language.
The new visual language of our communications signals a stronger, more dynamic, more capable company.
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HP Tools
It declares: +hp is not only a new graphic element, it is a powerful new branding device.
HP is about partnership. By contrast, Dell is about distribution, IBM is about consulting, Sony is about style. HP is about success. Add a little bit of HP – the expertise of our people, the innovation of our technology – and our customers achieve more. While +hp should be used throughout all our communications, it never replaces our logo.
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HP Tools
Position advertising customer
technology/business challenge
In this level of communications, +hp is featured prominently and is integral to telling the story. It may be used as an
everything is possible
everything is possible
illustrative graphic device, headline or sign-off. The phrase “everything is possible� applies to the broadest capabilities of HP as a company and will be used only in position advertising and communications. The +hp usages depicted here are only to be used by the GB & C organization in position communications.
Action advertising & collateral In this level of this communications, +hp is less prominent and is used mainly as a supporting element. There are no descriptors before or after +hp. For Position and Action advertising definitions see page 24-25.
The +hp usage depicted here can be used throughout HP communications organizations worldwide.
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HP Tools
Photography Photography will continue to provide most of our main visuals at all levels of communications. In general, our photographic style is: Bold Rich Simple Optimistic Dynamic Believable Timeless
rich Please see specific sections for further photographic guidelines. While black and white photography is a creative option — as in the BMW WilliamsF1 Team brand ad – it is the exception, not the rule.
HP Tools
Illustration In certain cases, illustration may be more suitable, or more inventive, than photography. The HP illustration is bold, sophisticated and poster-like. It should never look like clip art.
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HP Tools
Graphics
Graphics have become a key part of HP branding and a key unifying device across all levels of communication. The most conspicuous graphic is the +hp device and the use of plus signs. Graphics can stand alone or be applied over photography or illustration. They are not arbitrary or merely decorative; they must advance the meaning of the communication. A graphics library with specific uses and applications will be made available via the Creative Resource Library.
HP Tools
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Graphics In these examples from HP advertising, graphics add to meaning; to show that all the world is routed through Federal Express and that the New York Stock Exchange keeps running like its famous ticker.
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HP Tools
Color As the world’s leading imaging and printing company, our business is color. Our communications ought to celebrate this fact. We will own color and use it to enhance the power of our communications.
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HP Tools
HP Dark Red
HP Magenta
HP Orange
HP Yellow
HP Brown
HP Green
PMS 704 cv
PMS 214 cv
PMS 158 cv
PMS 130 cv
PMS Warm Gray 10 cv
PMS 376 cv
HP Dark Green
HP Dark Blue
HP Medium Blue
HP Light Blue
Dominant Colors (Web-safe)
PMS 5477 cv
PMS 289 cv
PMS 640 cv
PMS 311 cv
HP Black
HP Dark Gray
HP Gray
HP Light Gray
Process Black
PMS Cool Gray 9cv
PMS Cool Gray 5cv
PMS Cool Gray 2cv
HP Blue
Compaq Red
PMS 653 cv
PMS 186 cv
HP Blue & Compaq Red (Current HP.com non Web-safe blue and Web-safe Compaq.com red) (Compaq red is used only for Compaq PC communications in the consumer market.)
Supporting Neutral Colors (Web-safe)
To ensure color in our work is consistently bold, simple and vibrant, we’ve chosen a rich 16-color palette for use in action advertising and collateral.
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HP Tools
Typography Our one and only typeface is HP Futura. No other font is as simple or as versatile.
HP Futura is a modern version of the original Futura typeface invented in 1928 by Paul Renner, graphic artist, teacher and Bauhaus devotee. For specific type sizes and minimum requirements, and downloads, please see specific sections.
HP Tools
HhPp Capitalization
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HP is capitalized everywhere it appears, except within the invent logo and the +hp brand device. Capitalize all HP product, solution and service names. Never bold or italicize the “HP� in a product name. All headlines, chapter headings and initial letters of sentences are now capitalized according to standard usage. These general rules hold true for every piece of communication. More specific rules for each level of communication will be detailed in their individual sections.
HP Tools
Logo Invent—the one word within our logo— is our central promise to our customers and to ourselves. Invent is a promise of focused innovation and of world-class engineering. Invent is what we do, it’s who we are. Permitted uses of the HP invent logo will be addressed in specific sections.
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HP Tools
Tone of voice
The way we speak is as important as what we say. The HP tone of voice is intelligent, informative, human, optimistic and witty. It is not arrogant, obscure or negative. It is not filled with jargon or jokes. Copy should be brisk and informative, pragmatic but never dull. HP.COM
It should reflect, above all, our passion for our customers and for our work.
HP Advertising
HP advertising There are only two types of advertising: Position and Action.
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HP Advertising
Position advertising
Action advertising
The role of this level of advertising is to announce the full capabilities of HP
The role of this level of advertising is to generate an immediate response
and to broaden perceptions of the company as a whole.
around a specific HP product, solution, promotion or bundle with a timerestrictive action.
Position advertising includes work for HP as a company and for strategic segment initiatives targeted to Enterprise, Small and Medium Business and
Action advertising helps sell based on a competitive difference with the goal
Consumers.
of creating leads, fueling product sales or eliminating competitive threats.
This level of advertising can only be created by GB&C and business groups
Within action advertising, there are two approaches:
at the worldwide level.
1:
2:
Tactical Business Initiatives are in response to competitive market dynamics. Transactional ads feature promotions, bundles, products and solutions that target all customers segments.
Upon approval of the worldwide business group VP Marketing on CMO staff, Tactical Business Initiatives will be created by worldwide business groups or regions. Transactional ads are created by regions, countries and worldwide business groups using approved templates.
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HP Advertising
Advertising architecture DEFINITIONS
Position PURPOSE:
• Broadens the perception of HP overall and through each strategic segment initiative. • Strengthens consideration of HP technology by customers or prospects. • Reinforces or builds a differentiated strategic market position. • Drives a business priority in a timely manner to create a selling advantage.
Action
HOW THE ARCHITECTURE IS APPLIED
Highest level of communications designed to position HP as a company Brand campaign: HP delivers more. +hp = everything is possible
Strategic segement initiatives supported by leadership products, solutions and services Consumer: Enjoy more
SMB: Get more
Enterprise: Demand more
you +hp Enjoy more
Solution proof points:
business owner +hp Get more
Solution proof points:
CEO/CIO +hp Demand more
Solution proof points:
HP allows you to enjoy more of life by delivering simple and rewarding technology experiences that are uniquely innovative, intuitive and empowering.
EXAMPLES:
HP allows business owners to get more by delivering - more reliability, more service and support, more local expertise - all at a competitive price.
EXAMPLES:
HP delivers more of what enterprise customers demand more accountability, more agility and a better return on IT (RoIT).
EXAMPLES:
• PhotoSmart Cameras • PhotoSmart Printers • PSC all-in-ones • Pavilion PCs • Scanjet Scanners
• • • • • •
PCs Pocket PCs Printers Storage Servers Services
• • • •
Manageability IT Consolidation Business Continuity HPS as premier IT end-to-end services provider
Tactical business initiatives in response to competitive market dynamics; Exception advertising rather than the rule Consumer
PURPOSE:
• Generates an immediate response around a specific product, promotion or bundle with a time-restrictive action. • Helps sell a product or solution based on competitive differentiation with the goal of generating leads. • Fuels product sales and eliminates competitive threats.
Innovations at a price our customers can afford delivered in a way that sets us apart.
• • • •
Lead shift to all-in-ones Pavilion Launch in China Fall Big Bang IPG Supplies Initiative (Cons. SMB & Entp.)
SMB • Attack/Beat Dell in PC’s • Leadership in business color (SMB & Entp.) • Supplies Initiative (Cons. SMB & Entp.)
Enterprise • • • • •
Leadership in business color (SMB & Entp.) Open Standard Initiatives ESG Procurve Security & Convergence IPG Chapter II Fall Initiative Supplies Initiative (Cons. SMB & Entp.)
Transactional Ads: Promotions, bundles, products and solutions targeted at consumers, SMBs, enterprises and verticals. NOTE: The majority of ad spend and ads produced for action advertising falls within this category. Covers PSG , IPG , and ESG products