^EN HP is an engineering company. Pragmatic, full of energy, looking to the future but aware of a rich past. It needs a Visual Identity that reflects this. And does it in a way that delivers consistency, distinctiveness, and quality for the HP brand.

This new Visual Identity was created for all customer-facing marketers to leverage when creating content, assets, products, or deliverables for the HP brand. This set of rules and tools will allow us to maintain a level of quality and distinctiveness from every corner of the globe, while also driving consistency so that the same HP shows up, from when you open your laptop box and read through the product brochure to when you see an HP spot on TV.

The goal is to look and feel undeniably HP in a new and refreshing way.

Design System / Photography Art Direction (Product and People) / Color Palette / Typography / Packaging / Art Screens / Guidelines  

Creative Team
Design Director: David Chathas
Project Manager: Lis Parker / Kelly Cousins
Senior Designer/Screens Artist: Vivi Naranjo 
Designers: Nicole Wang, Katie Custis, Avery Jagre, Mimi Jiao, Jason Sheuermman +