Brand Refresh
The usage guidelines for HP’s identity components were streamlined to offer employees fewer and more concise rules for their communications and creative. The simple guidelines were published on an internal site for employees and agency partners. Below is a brief snapshot of the refresh.
Color
Aside from HP blue, multiple colors were in circulation across the organization. Similar iterations of color palettes existed without much consistency from campaign to campaign. Not wanting to limit expression, the most popular colors were selected for a secondary color palette and formulas were distributed for brand consistancy.
Brand Attribute Palettes
The following ideas were meant to inspire employees to utilize the new secondary colors in fresh and unexpected ways. Employees were not limited to these collections.
Typography
Although HP had its own proprietary font, HP Simplified, font usage throughout the company had gone rogue with additional san serifs in circulation. The new guidelines cut the extra fonts and streamlined usage of HP Simplified to lean heavily on a single light weight; limiting other weights for emphasis.
Do’s and Don’ts
For examples of the guidelines in use, see the SI Executive Summary 2020