Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


HP Sheds the Rectangle

Reviewed Aug. 28, 2008 by Armin

Industry / Consumer products Tags /

hp Logo, Before and After

I will preempt this post by saying that this may or may not be an official long-term change for HP. There has been no press release and no change on their main web site, but the use of this reworked logo has been making enough appearances to consider it a low-key rollout. I first saw the logo on a TV ad for HP’s Touchscreen PC — and I would recommend watching the ad as it is pretty awesome — and then it has been popping up in print ads in a variety of mainstream magazines, including Wired, where the logo shown above comes from. The evolution looks interesting, I definitely like the removal of the holding shape which has always, to me at least, made it look more like the logo for a dishwasher. I also like how the circle now “masks” the italic hp letters, it gives the sense of there being more beyond what you are looking at. The shading doesn’t look great in the image above, but it’s a nice subtle execution, as opposed to the clunker two posts down. A nice, punchy evolution.

Update: A clean version of the new logo has kindly found its way into my inbox. Refresh your browser to see it.



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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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