Hewlett-Packard, that giant of computing, has just released its new logo. Um … again. Well, not really again. Sigh. Confused yet?

If you haven’t heard, there’s two Hewlett-Packard’s now, okay? Now, I’d really like to tell you that this is because of alternate time-lines crashing into each other, or because HP is going through its very own Spider-Clone Saga. The truth is much less entertaining, but has better continuity than the average comic book: the company split up last year.

The two Hewlett-Packards separated to focus on different demographics. Hewlett-Packard Enterprise is, as you might guess, focused on industrial-grade servers, and their many of their clients are as big as, or bigger than they are. They released their new logo last year, and it’s as imaginative as their company name. Nothing wrong with that; conventional wisdom says that the world of big business tends to like more “comfortable” branding.

The company more commonly and colloquially known as “HP” is focused on individual consumers. Since “edgier”, more stylized branding tends to go over better in this market, HP has finally chosen to begin using the superbly minimal logo that it’s had knocking around in the back of a drawer for the last few years.


This very same mark first surfaced online in a 2011 brand redesign study released by Moving Brands, who HP had hired to develop a new logo and brand identity. The American tech giant ultimately decided against adopting the aggressively styled logo that had been proposed, much to our disappointment. But now that it has split into two — and having delivered an impressively staid logo for its enterprise entity — the new consumer brand seems more willing to embrace an edgier look. Moving Brands had been working with HP since 2008, so even though the Spectre 13 is in a brand new, cutting-edge device, its logo, at least, is the product of many years of deliberation.

“The defining signature of the [new logo] is the 13° angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress.” — Moving Brands

Now, if Somebody was in the market for a new laptop, we would not be ashamed to have this logo emblazoned on the back of our machine. It’s sleek, well-thought out and gives them a much more “advanced” look.


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