HP standards and tools

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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

Print

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

g tin rke Ma ct du Pro ting rke Ma tore In-s

+ ing Pric

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

BU S

Customer Support & Relationship Mngmt.

g tin ke ar M ct re Di

y& CSR rop ms anth Phil Progra ity n u m cy m li o o C lP nta me iron licy Env Po on ati y uc lic d E Po ion t za ali s lob ort G rep al u n An

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

Y

Operations

IPS

RAND GUID AL B ELI ER NE EN S MISSION

rs lde ho are Sh

Industry Analyst Relations

Y EG

Phys ica Enviro l Work nment IT

Alliance Partner Mngmt.

SH

G

Reseller Comm.

N

HR

Sales Comm.

AT I

O

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

RE L

G

Resellers

Em plo ye es

. 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

G

LO

BA LP

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


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