unlimited access wherever you go
Discovering our destinations
Finding our inspirations
Access to Compaq
03
Compaq’s story
Identity Guidelines
23
The history of Compaq
Logo designation
The shift
Clear space
The past and now
Unacceptable logos
The “Compaqers”
Typography
Compaq’s new identity
Color Use of color Stationery Advertisement
47
Web sites
Beyond that
Products
Events
Portable home
Compaq’s smaller & smarter
Portable bicycle
film festival
Storage box
Compaq’s photography exhibits Compaq’s mini art exhibit
Services Home management console Compaq store Online store web sites
Compaq’s Story
Compaq’s story
1982–2002
The History of Compaq
Compaq Computer Corporation is a personal computer company founded in February 1982. It was once the largest supplier of personal computing systems in the world. Compaq was founded by Rod Canion, Jim Harris and Bill Murto, three senior managers from semiconductor manufacturer Texas Instruments. The name “COMPAQ” was said to be derived from “Compatibility and Quality.” In November 1982 Compaq announced their first product, the Compaq Portable, a portable IBM PC compatible personal computer. The Compaq Portable was one of the progenitors of today’s laptop. Compaq slumped badly in 1991. For reasons ranging from economic recession and price competition to problems with the flow of distribution, Compaq’s sales and earnings fell for the first time in the company’s history. In 2002, Compaq engaged in a merger with Hewlett-Packard.
04 – 05
July 1990
December 1983
1980s
Compaq’s initial public offering raises $67 million,
1990s
Compaq establishes its East European sales orga-
securities traded on NASDAQ.
nization, with an office in Berlin.
June 1984
September 1991
Compaq introduces its first desktop, the
Compaq introduces its first modular PC, the
Compaq Deskpro.
April 1986 Compaq joins the Fortune 500 faster than any
Compaq Desk pro/M family.
September 1992
company in history. The company ships its
Compaq introduces its first printer product, the
500,000th personal computer.
Compaq Pagemarq.
October 1989 Compaq introduces its first notebook PC, the Compaq LTE.
November 1993 Compaq introduces the first mini-tower Compaq PCs, Presario and Prolinea.
October 1989 Compaq introduces its first server, the Compaq Systempro.
January 1995 Compaq achieves the No.1 worldwide PC marketshare position.
February 2000
2000s
Compaq Enterprise Storage earns the No. 1 ranking from leading network storage users.
September 2000 Compaq expands iPAQ line with five new products, including the iPAQ Home Internet Appliance and the iPAQ Personal Audio Player.
June 1996 Compaq announces its Armada family of valuepriced, flexible notebooks.
January 1997 Compaq unveils the Presario 1060ES, Compaq’s first portable designed specifically for education.
September 3, 2002
November 1998
Hewlett-Packard announces it will acquire Compaq
Compaq introduces world’s first broadband-ready
in a $25 billion deal.
Internet PCs with Pinacor, Inc.
“We never, ever in the history of mankind have had access to so much information so quickly and so easily. “ – Vinton Cerf (“The fathers of the Internet”)
06 – 07
201 1
The Shift
From complex to Compaq Compaq has been a recognized leader in the computer technology for twenty two years. Keeping pace with the changing times, Compaq has developed products and services for a new era. Compaq delivers “More Life, Less Stress� by simplifying technology and making it more convenient for citizens of the digital age.
Compaq’s story
The Original Prototype Serious. Strong. Traditional. Efficient Compaq successfully introduced the first portable computer and revolutionized the market. It was a model of efficient design with proven reliability.
10 – 1 1
The New Generation Active. Fun. Free. Vigorous Compaq focuses on providing products that are suited to a modern, active lifestyle. Visually engaging, versatile and fun, Compaq provides unlimited access for work and play.
Compaq’s story
The Compaq Community Compaq customers are a diverse group who want products that offer social as well as professional applications. Compaq customers are individuals who share a desire for an integrated lifestyle that blends work, recreation and social connection.
Jack CEO Jack is CEO of his own company, which makes kids’ toys. He has two children, a girl and a boy, with whom he wants to spend as much time as possible when he’s not working. Especially in summer, he and his family like to travel abroad, finding sunshine and beaches wherever they go.
Age: 38 Time with computer: over 15 hours / day Hobbies: golf / concert / club.
Amy
Amy loves her job as an accountant and usually spends six hours a day in front of her computer . She likes Chanel, Dior and other luxury brands. Everyday when she comes home from work, she practices yoga. She doesn’t like running and the smell of the gym., so she does yoga at home with her little doggie – Money.
Business woman Age: 30 Time with computer: over 10 hours / day Hobbies: Shopping / movies / yoga / reading
John
John is a professional photographer who likes to shoot outside with his high-end equipment. He says his life is photography and wants to record every moment of it. He loves to share his photos with friends and family, so the first thing he does when he travels is to upload his pictures to his blog for all to see.
Photographer Age: 38 Time with computer: about 8 hours / day Hobbies: art exhibition / reading / movies / pop music
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Writer
Tom
Age: 34 Time with computer: less 8 hours / day Hobbies: reading / classical music / movies / bar
Tom works for a magazine writing columns and other stories. He loves his job since it gives him opportunities to be outside, seeing different things and getting inspiration for his articles. He particularly likes going to France and England to interview people. He uses his laptop to record his words, and shares them right away with his friends in America.
Compaq’s story
Bob Camper Bob’s a big fan of camping and has joined a
Age: 40
camping club with his friends. No matter what
Time with computer: less 6 hours / day
the weather, they go camping together every
Hobbies: running / fishing / swimming
week. He likes the fresh air, the lovely animals and sharing his camping adventure photos with all his friends around the world.
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Mary
Traveler Age: 30 Time with computer: about 8 hours / day Hobbies: shopping / running / club
Mary loves to travel around the world, especially to China, where she can have unusual experiences. Mary likes to chat with her friends when she arrives at each country and share everything with them. Her home is filled with many souvenirs that she brings back to record her memories.
Compaq’s story
Compaq’s New Identity The spirit of Compaq can be seen in its new logo design that features a fluid line connecting the letters symbolizing accessibility, flexibility and connection.
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Compaq’s story
01 – 02
Providing unlimited access wherever you go.
Providing unlimited access wherever you go.
Identity Guidelines
Identity guidelines
Logo Designation The Compaq logotype is specially designed artwork that must never be altered. The preferred placement and proportion of the elements are shown below.
4X
1.5X
3X
4X
X
01 – 02
26 – 27
Clear Space Clear space is the area surrounding the signature that must always be free of any text or graphic elements. It ensures that the signature stands distinctively in any environment.
2.5X
2.5X 2.5X
2.5X
2.5X
2.5X 2.5X
Minimum size: 1 inch
X
2.5X
Identity guidelines
Unacceptable logos For Compaq to be properly presented, care must be taken to ensure correct and consistent signature use in every application. Altering or redrawing the signature in any way weakens the power of the brand and what it represents. Some common misuses are shown here.
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Do not outline the logomark in any color.
Do not redraw any element of the
Do not crop the logomark in any way.
logomark.
Do not change the logomark colors.
Do not add new elements to the
Do not change the logomark’s orien-
logomark.
tation.
Don’t put a white box around the
Don’t place the logo on any similarly-
Do not add any color background.
logo when placed on a dark or busy
colored backgrounds.
background.
Do not violate the brandmark’s clear space.
Identity guidelines
Typography The logo typeface is Code Pro. It is clean, simple and widely available. It can represent the concept of Compaq pretty well. Code Pro is also our typeface for Web pages and print materials, including collateral, advertising and stationery.
Primary – Code Pro
The pure functionality of this straightforward typeface aids direct communication. This makes it an ideal expression of our company’s transparency. The typefaces for other design purposes is Avenir.
Code Pro Light LC abcdefghijklmnopqrstuv wx y z A BCDEFGHI JK LM N OPQRSTU VWX YZ 0 1 23 45 6789
Code Pro LC abcdefghijklmnopqrst uvwxyz ABCDEFGH IJKLMNOPQRSTU VWXYZ 0 123 456789
Code Pro Bold LC abcdefghijklmnopqrstuv w x y z ABCDEFG HIJ KLMN O PQRSTU VW X YZ 0 123 4 5 6789
Code Pro Black LC abcdefghi jklmnopqrstuv w x y z A BCDEFG HIJ KLM NO PQRSTU VW XYZ 0 123 4 5 6789
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Secondary – Avenir
Avenir 45 Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 0123456789
Headline
Headline Subtitle
Providing unlimited access wherever you go
45 Book Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 0123456789
Quotes “We never, ever in the history of mankind have had access to so much information so quickly and so easily. “
Avenir 55 Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 0123456789
– Vinton Cerf
Body text To give Compaq the power and energy to
Avenir 55 Oblique
compete in the tech industry and to give people more chances to simplify their lives,
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 0123456789
new Compaq will be recreated in 2011. We will take this brand beyond technology to give people “a big life in a small package.”
Identity guidelines
Color For a long time, brands and companies have tried to make one or two colors their own, with the intention that these brand colors should be used in everything every where. The below chart shows what existing technology company’s primary brand color. To distinguish with these existing companies, Compaq will give a fresh color of technology.
C0
M 50
M0
Y 100
Y0
K0
K 60
Hex ff9933
Hex 999999
R 247
R 128
Speed gray
C0
G 148 B 29 PMS 1375C
G 130 B 133 PMS 877C
C5
M 10
M 10
Y0
Y 100
Y0
Y 80
K 40
K0
K0
K0
Hex ff9933
Hex 66ccff
Hex ffcc66
R 247
R 117
Hex cccccc R 167 G 169 B 172 PMS 429C
G 148 B 29 PMS 1375C
G 190 B 233 PMS 2915C
Small yellow
C 50
M 50
Fast blue
C0
M0
80% Smart orange
C0
R 245 G 218 B 82 PMS 128C
C 50
C5
M 50
M 10
M 10
Y0
Y 100
Y0
Y 80
K 20
K0
K0
K0
Hex cc0033
Hex 66ccff
Hex ffcc66
Hex cccccc R 209 G 211 B 212 PMS 427C
R 237 G 20 B 91 PMS 192C
R 117 G 190 B 233 PMS 2915C
Smart orange
C0
M0
40% Fast blue
C0
40% Smart orange
Lighter smart orange
Light speed orange
Smart orange
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R 245 G 218 B 82 PMS 128C
Identity guidelines
Use of color The color specifications were developed to add flexibility and protect the appearance of the logomark. Follow the rules below in handling the new Compaq’s identity. The preferred form of Compaq is two-color (smart orange and speed gray) on a white background.
The preferred color for the logomark is smart orange and speed gray for the logo.
34 – 35
Reversed logomark on a black background
Reversed logomark on a black background
Reversed logomark on a black background
Reversed logomark on a black background
Reversed logomark on a black background
Reversed logomark on a black background
Identity guidelines
Graphics The Compaq’s graphic shapes is called “ Smart Curve” serves as a visual differentiator and uniquely identifies all Compaq communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography. The shapes have been created by mimicking the curve of the logotype. It is a subtle and unique reminder of Compaq visual identity. The first wave created from the part of the logotype, the second wave is created by two shapes of the first one.
Smart Curve
36 – 37
Connected Curve Step 1
Step 2
Identity guidelines
Stationery The common letterhead, envelopes, and business cards help to reinforce the visual identity of Compaq in day-to-day business transactions. It will help audiences to remember the new Compaq. The photos show typical letterhead, envelope and business card layouts for Compaq.
Business card Envelope Letterhead
38 – 39
Identity guidelines
Advertisement Advertising is an important touch point for people to interact with and experience the Compaq brand. A simple format has been developed to provide structure and flexibility.
40 – 41
Identity guidelines
42 – 43
Identity guidelines
Web sites As with publications, the primary device that will be used to establish consistency across all Compaq web sites is the logomark, the colors and graphic elements. Compaq’s branding web sites include Compaq’s history, Compaq’s extensions and Compaq’s identity guidelines.
Branding web site – Home page
44 – 45
Branding web site – Compaq’s history
Beyond that
Beyond that
New Compaq for a New Generation Mobility
Flexibility
Accessibility
easy & convenient
fast & efficient
opportunity & advantage
Today’s lifestyle prizes flexibility, the ability to do anything, anywhere; to connect, to work, to play, to read, to communicate, to maintain and to manage. Compaq provides its community of friends and customers with the opportunity to do whatever they desire, on the go, wherever they go. Compaq time is 24/7 ( 24 hr, 7 days a week ) Compaq frees its customers by putting them in control and, instead of watching the time, they can enjoy their time.
Beyond that
Mobility easy & convenient Compaq makes it possible to go where you want, when you want and still be able to manage the necessities of life while enjoying its pleasures.
01 Products Designed Living – portable home The Smart Bike – portable bicycle Organized life – storage box
50 – 51
52 – 53
Designed Living
Portable home / office furniture
Compaq partners with Ikea, the world’s largest furniture retailer, in offering a new line of home and office furniture that combines comfort, style and technology. More than simply furniture, these are tools to transform your life making it possible to work, play or relax in the environment of your choice.
Family happiness
Beyond that
56 – 57
Romantic moment
Beyond that
The Smart Bike
Portable bicycle Equipped with GPS and Wifi, this portable, fold away is ready whenever you are for new adventures and destinations. A voice recognition system allows you to get instant directions and route information on the go and keeps you connected with friends and family so you can share the adventure while it’s happening.
58 – 59
Beyond that
High speed
60 – 61
Beyond that
ava
il
es abl
pac
e
sho
sho
Paper Shoes Towel Clothes
es
es
62 – 63
Storage System
Storage box Organize your life in a Compaq way. Compaq offers a new series of storage boxes featuring unique solutions to your storage problems. A screen on the box lists contents and how much space is available. Can be folded away for greater convenience and portability.
Beyond that
“But every time our ability to access information and to communicate it to others is improved, in some sense we have achieved an increase over natural intelligence. “ – Vernor Vinge (Computer scientist, (SDSU) Professor)
64 – 65
Flexibility fast & efficient Compaq services are available 24/7 to meet your needs. Stay connected anywhere, anytime.
02 Service
Home Management and Security Compaq store Online store web site
Beyond that
Home Management and Security
Control, Convenience and Connection Compaq combines home management, security and entertainment in one convenient centralized system which allows homeowners to program their appliances, manage lawns and landscape systems, monitor premises and coordinate their home entertainment components. It’s easy to operate and can be controlled from home, office or while traveling.
66 – 67
Beyond that
68 – 69
Control anywhere
Beyond that
70 – 71
Customer Experience Centre
Compaq store Compaq’s new San Francisco store offers all our latest products and services including our specially designed furniture, folding bikes and newest accessories. Trained staff is on hand to answer questions, demonstrate products and make appointments for installation and instruction on our home management systems.
Identity guidelines
Compaq online store
Web sites
Compaq online store is web-based shopping store offering a full product line, shipping options and news and special discounts for Compaq Club members.
Home page
72 – 73
Shopping page
Beyond that
Shopping Club Membership Shipping Consultant
74 – 75
Service page
newcompaq
newcompaq newcompaq
Accessibility opportunity & advantage Compaq is committed to making better products for a better world. Compaq sponsors a variety of events and promotions that enhance and contribute to our extended communities.
03 Event
Compaq’s smaller & smarter film festival Compaq’s online photography competition Compaq’s mini art exhibits
01 – 02
Beyond that
Show your life
Compaq’s smaller & smarter film festival The Smaller & Smarter Film Festival features short films from 5-15 minutes in length in narrative and documentary categories. All films must be recorded and edited on cell phone or small digital cameras. The world around us is a fascinating place and these miniature recording devices offer the opportunity to capture and frame it in a unique perspective. Compaq encourages its community to engage creativity with its environments for “more life, less stress�.
78 – 79
Record your life
Beyond that
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Beyond that
82 – 83
Happy Moment
Compaq’s online photography competition Compaq’s online photography contest is an open competition that focuses on “Everyday Wonder”, that is, photo images that capture the magic of everyday life in ways that make us stop and appreciate its marvels and magic.
Beyond that
84 – 85
Share with us
Beyond that
Mini Art
Compaq’s mini art exhibit Compaq will hold a mini art exhibit with artists, designers and collectors in different fields to show the mini artifacts and products. The purpose of this exhibit is to open people’s minds and eyes to see a different “small” world. The event will be located in MOMA, San Francisco.
86 – 87
Beyond that
Innovating for the future
Epson 1400
Serena Zhang
GR604 Nature of Identity
MOAB Photo Matt 190 lb
03000098
Gaston Yagmourian | Hunter Lewis Wimmer
Perfect bound
welldone1229@gmail.com
Anita Malnig | Stephen Abney
510-606-3549
newcompaq.businesscatalyst .com