Casebrandbook HP

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HP brand identity standards

How we look and how we talk
May 2006
contentS
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Our brand identity is a foundation on which
we build to tell powerful, consistent stories
about our products and services.
It combines how we look and how we talk
to express our brand promise and character.
It differentiates us from the competition
and helps us stand out in crowded markets.
And our brand identity is the most powerful
way to leverage the combined strengths of
our company. By unifying the way we look
and talk, we send a signal to the world that
HP truly is a world-class global brandone
that is clear, consistent, different and better
in everything we say and do.
introduction
How to use these guidelines:
1
first read these standards in full to better understand our
core brand elements.
2
to learn how to apply brand elements, read the standards
and the template user guides for your specifc type of
communications piece (e.g., collateral, point-of-sale,
advertising, interactive and event signage).
3
download the appropriate template for your communications
piece from www.hp.com/go/onevoice.
What should you do if templates do not meet your design needs?
templates are provided for manybut not all
communications types. if templates do not satisfy your
communications goals and you need to create a unique
piece, you must frst receive approval from ellen Maly at
hp corporate Marketing. if granted approval, read these
guidelines in full before creating your communications piece.
Guidelines for all applications and touchpoints are available
on the hp one Voice website: www.hp.com/go/onevoice.
Table of contents
contentS
.0 Introduction 1
. Table of contents 2
.0 The HP brand 3
. Brand promise 4
. Brand character 5
.3 Alignment across touchpoints 6
3.0 How we look 7
3. Composition 8
Asymmetry 9
The grid 10
Filled gutters 13
3. The Stretch 14
Color 15
Vertical placement 16
Horizontal placement 17
Size and height 18
Position of the HP circle 19
Placement 20
Cropping 21
Type within the Stretch 22
Outlining with white 23
Examples 24

3.3 Color 28
One dominant color 29
Color palette 30
Print specifcations 31
Web and screen specifcations 32
3.4 Photography 33
HP image and video library 34
People and lifestyle 35
Products 37
Products in an environment 40
Products and people 42
Instructional 44
Supporting imagery 45
Scaling and cropping 47
Combination of images 49
3.5 Illustration 51
Dynamic storytelling 52
Technical and diagrammatic 53
Charts and graphs 54
Icons 55
Unacceptable styles 56
3.6 HP invent logo 57
Qualities 58
Color, scale and size 59
Placement 60
3.7 Typography 61
HP Futura 62
Color 63
Localization 64
Placement 65
All caps 66
Tables and charts 67
4.0 How we talk 68
4. Creating copy 69
Brand positioning 70
Messaging 71
Voice and tone 72
Building connections 73
4. The company name 74
4.3 Product, solution and service names 75
4.4 Capitalization and punctuation 76
4.5 Editorial style sheet 78
5.0 Legal and trademark 79
5. Copyright 80
6.0 Contact information 82

1.1
3 back Skip to next chapter forward
The HP brand
contentS > the hp brand
2.0
The HP brand is one of the most powerful assets
we own. We capitalize on this asset by sharing
an understanding of what our brand stands for
and how we bring it to life in our work everyday.
When the elements of our brand identity
how we look and how we talkare aligned
and consistent across all applications, we can
leverage the power of our brand to differentiate
our offerings from our competitors, attract
customers and enter new markets. This is how we
connect our work in business groups and regions
with the essence of our company and our brand.
And this is how we drive customer recognition
and build loyaltyin all of our markets.
.0 introduction 1
.0 the hp brand 3
. brand promise 4
. brand character 5
.3 alignment 6
3.0 how we look 7
4.0 how we talk 68
6.0 contact information 82
4 forward back Skip to next chapter
Brand promise
contentS > the hp brand > brand proMiSe
We can help you do that.
What our brand promise means:
we build true partnerships with customers,
and our work always begins with their goals
and challenges.
we are straightforward in all that we do,
because we respect people and deliver clear
value to them.
we believe in our customers aspirations,
and were confident in our ability to help
make them real.
everyone at hp is united by a single
promise we make to every customer
regardless of who they are, where they
are or what they want to achieve:
2.1
Our brand
character is:
in addition to our promise, our brand has
a character and personality that makes us
unique. it lets our customers, partners and
people know what we stand for, what we
believe in, who we are and how we behave.
Brand character
contentS > the hp brand > brand character
we enable smarter ways of working and living.
we are dedicated to making things
better for our customers.
we value intelligence, innovation
and inventiveness.
we are passionate about helping people
achieve their goals.
Inspired Genuine Trusted
we do what we say.
we are friendly, approachable and easy
to do business with.
we care about our customers and treat
them with respect.
we are people dealing with people,
not a corporation dealing with customers.
our heritage is built on quality and reliability.
our customers rely on hp to find a solution
thats right for them.
our products are well-made, dependable
and adaptable to future needs.
we partner with industry leaders
and do it better than anyone else.
2.2
what we Say:
Marketing
advertising
Messaging
communications
public relations
what we do:
product design
product development
Services
Support
partnerships
Alignment across touchpoints
contentS > the hp brand > aLiGnMent acroSS touchpointS
we have two tools to affect peoples
perception of our brandwhat we say
and what we do. to build on the strength
of our brand, these must be aligned.
2.3
How we look 3.0
Our core visual elementsand the way we
put them all togetherhelp us communicate
our brand in a way that is instantly
recognizable. The Stretch, typography,
color palette, photography, illustrations and
the HP invent logo work together flexibly to
deliver a clear, consistent point of view to
every audience at every touchpoint.
Our visual identityhow we lookcombines
with our positioning, messaging and voice
how we talkto create a unified expression
of our brand.
contentS > how we Look
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
3.4 photography 33
3.5 illustration 51
3.6 hp invent logo 57
3.7 typography 61
4.0 how we talk 68
a b c d e f g
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m n o p q r s t
a
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Composition
contentS > how we Look > coMpoSition
3.1
Dynamic and bold, our compositional
style is the foundation of all of our visual
communications. This style lends itself to fresh
solutions for our communicationswhether
were creating a text-rich brochure or a 3D
trade show environment.
Composition helps us easily prioritize and
organize information in meaningful ways for
our customers. It gives our designs a sense
of energy and movement. And it allows us to
use and combine our core visual elements in
a grounded, consistent and integrated way.
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
asymmetry 9
the grid 10
filled gutters 13
3. the Stretch 14
3.3 color 28
3.4 photography 33
3.5 illustration 51
3.7 typography 61
4.0 how we talk 68

hp ipaQ pocket pc
a broad range of feature-rich applications
enhanced security solutions
Multiple confgurations
wireless capabilities
expansion options
A system built on asymmetry
the compositions of our communications and 3d
environments are based on a geometry of right angles and
simple, bold shapes for strong organizational structure. we
use asymmetry to give our layouts energy, movement and
visual interest.
Creating a dynamic composition
the interplay of positive and negative shapesand the
proper combination of rest and active spacehelp us
create clear, organized page compositions.
rest spacewhether its white space or a color fieldprovides
a visual pause from content such as text and photography,
making our central elements and message stand out.
rather than centering text and graphics in the middle of the
page, or balancing them evenly on opposite sides of the page,
place design elements (some more dominant than others)
asymmetrically on the grid.
contentS > how we Look > coMpoSition > aSyMMetry
Composition 3.1
Product, solution or service title
optional secondary title
Messaging text explains the highest-level brochure message.
copy should highlight the benefits and differentiators
of a product, solution or service. if you
are creating the original piece in english, always allow a
minimum of 30% extra space for language expansion with
translation. text color is reversed to white against the dominant
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HP OpenView
Management Software
Brilliant color
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HP Pavilion notebook PC
The grid
hp communications are based upon a simple grid of squares
that helps organize content and create consistent, effective
communications. Most hp templates are based on this grid.
if you have a communications need that is not covered by a
template, refer to the following pages to create a proper grid
for your design.
Columns
a page or surface is divided into squares, usually arranged
in an odd number of columns. the number of columns varies
depending on the size of your communications piece.
border and gutters
a consistent border normally surrounds the composition, and
gutters of narrow white spaces separate text, images and colors
inside the grid. the border can disappear when the design
calls for extending an image or color field to the edge of the
composition (e.g., a full-bleed print sample or trade show panel).
depending on the size of the piece, the bottom row of squares
may be truncated. in that case, the remaining space should be
left unfilled as rest space.
Page-division lines
when creating a communications piece with multiple pages
or a series of panels, posters or bannersits often helpful to
select a common page-division line that is consistent across
all pages. this division enables strong visual alignment and
consistent placement of content, imagery and rest space. Many
collateral and poS templates already contain a consistent page-
division line.
contentS > how we Look > coMpoSition > the Grid
Composition 3.1
border (value b)
the -inch border (approximately 3%
of w) extends around all four sides of
this grid, supplying a framework for the
content and images.
Gutters (value G)
these
1
/8-inch gutters (50% of b)
provide an important visual pause by
adding white space between images,
color blocks and columns of text.
bottom row
these empty squares are left as unfilled
visual rest space.
Columns
this 8.5 x 11 page is divided into
a five-column grid.
Example page-division line
Width (value w; 8.5 in this case) Letter-size grid (8.5 x 11)
4
body text can discuss market needs and customer
problems, describe a strategic initiative, product, service
or solution, touch on key features and benefits, price/
performance, tco and roi, and point out the key
differentiators of our product/service/solution/strategy
(why its better than our competitors offering). if you
are creating the original piece in english, always allow
a minimum of 30% extra space for expansion with
language translation. (9 pt) Lorum ipsum illius aperto.
duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan velit esse molestie
consequat, vel illum dolore eu feugiat nulla facilisis at
vero erodio dignissim qui blandit praesent lumet, con-
sectetuer adipiscing elit, sed diam nonummy nibh euis-
mod tincidunt ut laoreet dolore magnai blandit praesen.
headline 14pt
Veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat. duis
autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla
facilisis at villum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit
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fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor
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per suscipit lobortis nisl ut aliquip ex ea commodo conse-
quat. duis autem vel eum iriure dolor.
in hendrerit in vulputate velit esse molestie consequat,
wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip e commodo
consequat. duis autem vel eum iriure dolor in hendrerit e
in vulputate velit esse. Viritus adeso perche tutiie.
Headline pt
nulla facilisis at vero eros et accumsan et iusto odio dig-
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duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
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erat volutpat. at vero eos et accusam et justo duo dolores
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invulputate velit esse molestie conseq.
pull quote contains
a customer quote,
selling point or key
customer benefit
and appears in the
dominant color.
this block of copy
should be no longer
than 427 characters
in length. John Doe,
Account Manager
headline 22pt here
with big idea in the
dominant colorin
this case pMS 152cv.
8
body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, tco and roi, and point out the key differentiators of our product/service/solution/strategy (why its better than our competitors offering). if you are creating the original piece in english, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.
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headline 14pt
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nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. duis autem vel eum iriure dolor.
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pull quote contains
a customer quote,
customer benefit
and appears in the
dominant color.
this block of copy
should be no longer
than 427 characters
Account Manager
headline 22pt here
dominant colorin
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Messaging text 22pt contains a big idea, key
differentiators or customer quote. text is in the
dominant color. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. ut wisi enim ad minim.
2. hp product name 14pt
1. hp product name 14pt
10
body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, tco and roi, and point out the key differentiators of our product/service/solution/strategy (why its better than our competitors offering). if you are creating the original piece in english, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.
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headline 14pt
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Messaging text 17pt contains a big idea
or customer quote. text is in the dominant
color. tathedras celeriter misce pretosius
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John Doe, Manager
Chart text header chart text describes chart contents.
Chart text header w/rule
HP Product name
HP Product name
disk array capacity type function
xp48 8.7 tb 18 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks open xp128 9.3 tb 36 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks n/a xp512 92.6 tb 18 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks closed xp7124 92.6 tb 48 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disk n/a
hp Surestore business copy xp hp Surestore direct backup engine tL hp Surestore gigabite fun drive 2.0
Servers workgroup Midrange high-end operating system firewall
hp-ux n/a a-, d-, J-, L-class n-, V-class hp-ux 11.x hp 123.1
the grid also applies to circular
or irregular formats, such as a
compact disc label.
a6 brochure coLLateraL poS poSter truck
Step : Width (W) w = 105mm w = 8.5 w = 22 w = 636
Step : border (b = % to 5% of W) b = 5mm b = .25 b = .625 b = 13
(4.8% of w) (2.94% of w) (2.8% of w) (2% of w)
Step 3: Gutter (G = 50% of b) G = 2.5mm G = .125 G = .3125 G = 6.5
(50% of b) (50% of b) (50% of b) (50% of b)
Step 4: Columns 5 5 5 27

Determining the grid for any scale
we want to maintain a consistent optical standard for border
and gutter thickness throughout all of our communications.
the standard for borders can range from 2% to 5% of the
width of the deliverable, depending on the overall size of your
communications piece. approximately 3% is recommended for
most formats. Gutters are determined by the size of the border.
a basic formula determines
how to maintain optical
consistency of the border from
small to large executions. the
applications shown here are
for exhibit purposes only and
are not to scale.
Step : Measure the format width.
w = the width of your deliverable
Step : Calculate the border.
border (b) = 2% to 5% of w
the percentage of the width you use to calculate the border depends on the size of your communications
piece. approximately 3% is recommended for most pieces. Smaller pieces tend to require proportionally
larger border thickness, whereas larger pieces tend to require proportionally smaller border thickness.
for example, a large graphic on a truck may use a border of 2%, while a small a6-format brochure may
use a border of 5%. also consider the printing requirements of your piece. Many print designs require at
least
3
/16 (5mm) of free space from the media edge for trim.
Step 3: Calculate the gutter thickness.
Gutter (G) = 50% of b
Step 4: Set the number of columns.
use your judgment to decide on the number of columns in your piece. always use an odd number
of columns. be mindful of legibility requirementsa higher number of columns will dictate smaller
text and imagery.
Composition 3.1
Process for determining the grid Examples of how to determine the grid
deLiVerabLe width (w)
105mm width 8.5 width 22 width 636 width
4.8% border 2.94% border 2.8% border 2% border
border (b = 2% to 5% of w)
a6 brochure
collateral
poS poster
truck
The grid: composition structure
Successful communications prioritize headlines, quotes,
photography, color, supporting text and graphics in order
to emphasize key points, establish an information hierarchy
and tell a clear story. the interplay between rest and active
space in layouts helps make compositions lively and organized
rather than crowded and overwhelming.
Placement of images and graphics
images and graphics begin at the top of a grid square and
fill an entire square or number of squares.
Placement of type
text hangs from the top of a grid square and extends through
as many grid squares as necessary. it does not need to fill an
entire square. headlines and body copy should always start
at the top of a page or directly under a photo, illustration,
chart or other element. text is usually left-justified.
in compositions with text reversed out of large color fields,
type is left-justified and should be indented the width of
a gutter space from the edge of the color field. it should
also be inset the width of a gutter space from the top of
the grid square. this applies to full-bleed pages as well
as bordered pages.
Language translation allowance
when creating a communications piece in english, allow
a minimum of 30% extra space on each page for language
expansion that may result from translation.

type should be indented the width
of a gutter space from the edge of
the color field and from the top of
the grid square.
Large statements can be printed
in the dominant color, or reversed
to white against a dominant color
field. they must be at least 14pt
size.
text always begins at the top
of a grid square, although not
necessarily at the top of a page.
when creating a communications
piece in english, allow 30% extra
space on each page for language
expansion that may result from
translation.
headlines, editorial text and
specification lists are all flush-left.
Composition 3.1
4
headline 14pt
Headline pt
pull quote contains
a customer quote,
customer benefit
and appears in the
dominant color.
this block of copy
should be no longer
than 427 characters
Account Manager
headline 22pt here
dominant colorin
Messaging text 29pt contains a
big idea or customer quote. text
is reversed to white. Lorem ipsum
dolor sit amet, sed diam nonummy
nibh euismod tincidunt. Laoreet
dolore magna aliquam erat volut-
pat lorum ipsom. John Doe,
Amazon Marketing Manager
4
headline 14pt
Headline pt
pull quote contains
a customer quote,
customer benefit
and appears in the
dominant color.
this block of copy
should be no longer
than 427 characters
Account Manager
headline 22pt here
dominant colorin
Messaging text 29pt contains a
big idea or customer quote. text
is reversed to white. Lorem ipsum
dolor sit amet, sed diam nonummy
nibh euismod tincidunt. Laoreet
dolore magna aliquam erat volut-
pat lorum ipsom. John Doe,
Amazon Marketing Manager
Using flled gutters as an
organizational element
in a composition, filled gutter lines help create alignment
between objects. they should be a consistent line weight. they
can divide or contain information or organize cropped photos.
be sure to offset type from the filled gutter line by the width of
at least one gutter space.
Dividing
filled gutter lines may be used to organize multiple elements,
such as silhouetted product photos. they help structure the
space around irregular shapes. a filled gutter should not touch
a large color blockthere should be a gutter-width clear space.
Containing
filled gutter lines can also help contain different design
elementssuch as text, tables or chartsand can be used
to emphasize a particular element.
Cropping
filled gutter lines offer an elegant way to enlarge or crop
an image. this technique creates an abstract, linear border
for closeups of product features. images that are cropped
should touch the filled gutter, as shown in the cropping
example to the right.
contentS > how we Look > coMpoSition > fiLLed GutterS
1. Callout describes product feature
or benefit. Lorum ipsom vero quorio
qui blandit praesent lumet, con itu
setuer adipisci elit pirum ellius tilum
ipus lorum ipsus etal vergamo.
2. Ais pretosius rures lucide
corrumperet vix verecundus catelli.
Agricolae suffragarit catelliCathe-
dras divinus fermentet.
3. Ais pretosius rures lucide etali
rumperet vix verecundus catelli and
the Agricolae per adesoon.
4. Octavius, iam fiducia suis etus
deciperet incret incret incredibiliter
lascivius zothecas. Aquae Sulis
conubium lorum ipsum.
3. HP Product name 14pt
HP Product name 14pt 2. HP Product name 14pt
Chart header
Chart text describes chart contents.
Chart text header (1.25pt rule)
6
Chart text Capacity Type
Chart header (0.5pt) 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
Chart text 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
HP Surestore Business Copy XP
HP Surestore Direct Backup Engine TL
Servers Workgroup Midrange High-end Operating system
HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x
Body text can discuss market needs and customer
performance, TCO and ROI, and point out the key
(why its better than our competitors offering). If you
are creating the original piece in English, always allow
Duis autem vel eum iriure dolor in hendrerit in vulputate
vero erodio dignissim qui blandit praesent lumet,
consectetuer adipiscing elit, sed diam nonummy nibh euis-
Headline 14pt
lobortis nisl ut aliquip ex ea commodo consequat. Duis
eros et accumsan et iusto odio dignissim qui blandit prae-
sent luptatum abril delenit augue duis te feugaitfruis
autem vel eum iriure dolor nulla. Lorem ipsum dolor sit
quat. Duis autem vel eum iriure dolor.
In hendrerit in vulputate velit esse molestie consequat, wisi
enim ad minim veniam, quis nostrud exerci tation ullam-
corper suscipit lobortis nisl ut aliquip ea commodo conse-
quat. Duis autem vel eum iriure dolor hendrerit in
vulputate velit esse. Puisitus adesso tentti.
Headline 9pt
Nulla facilisis at vero eros et accumsan et iusto odio dig-
nissim qui blandit praesent luptatum abril delenit augue
erat volutpat. At vero eos et accusam et justo duo dolores
Ut wisi enim ad minim veniam, quis nostrud exerci tation
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea commodo quat. Duis autem vel eum iriure dolor
Bullets provide an opportunity to highlight important
pieces of information (9 pt). Lorum ipsum etalis.
Bullets have an indent that is created in Quark by using
the Command + back slash key. The tab is created in
the Bullets style sheet. Ipsumit lorimis epitalia adeso.
Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat. Per tutoilis apertos.
Bel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent lup-
tatum abril delenit augue duis dolore te feugait. At vero
eos et accusam et justo duo dolores et ea rebum. Lorem
ipsum dolor sit amet, consetetur sadipscing elitr, sed diam
nonumy eirmod tempor invidunt ut labore et dolore
magna aliquyam erat, sed diam voluptua. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem ipsum dolor
sit amet. At vero eos et accusam et justo duo dolores et ea
rebum. Stet clita kasd gubergren, no sea takimata sanctus
est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit
amet, consetetur sadipscing elitr, sed diam nonumy
eirmod tempor invidunt ut labore et dolore magna
aliquyam erat, sed diam voluptua.
HP Product name 22pt
Callout header Callout describes product features, details or other infor-
mation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam non ummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exer-
ci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor
sit amet, consectetuer adipiscing elit. Perche e cosi adesso.
Headline 9pt identifies product benefits.
Body text describes product benefits and can touch on
features. It is 9 point size. If you are creating the original
piece in English, always allow a minimum of 30% extra
space for expansion with language translation. Lorem
ipsum dolor nibh euismod tincidunt ut laoreet dolore
magna. Lorum ipsum etalius.
Indented bullets are used to describe product features
and support the headline above. (9pt) Highlight
features that differentiate the product and describe
how they benefit the customer. Lorum ipsum etalius.
and support the headline above. (9pt) Lorem ipsum
dolor nibh euismod tincidunt ut laoreet dolore magna.
and support the headline above. (9pt) Highlight
features that differentiate the product.
and support the headline above. (9pt) Lorem ipsum
dolor sit amet, consetetur sadipscing elitr, sed diam non-
umy eirmod tempor invidunt ut labore.
and support the headline above. (9pt)
and support the headline above. (9pt)
Dividing Containing Cropping
Composition 3.1
The Stretch introduces a dynamic element into
our identity systemone that references our
companys logo in a bold, modern way. It
allows us to directly integrate our core identity
with imagery and messages. The Stretch also
leverages the history and equity that weve built
around our logo over many decades, while
increasing our logos visibility and relevance
with todays customers.
contentS > how we Look > the Stretch
exaMpLeS of where we uSe the Stretch:
front covers and primary pages of collateral, direct mail and
other printed materials
primary display panels on packaging and point- of-sale materials
Motion graphics, video and interactive storytelling animations
top-level pages of websites
area identifiers and main messaging elements in tradeshows,
events and 3-d environments
The Stretch 3.2
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
color 15
Vertical placement 16
horizontal placement 17
Size and height 18
position of the circle 19
placement 20
cropping 21
type 22
outlining 23
examples 24
3.3 color 28
3.4 photography 33
3.5 illustration 51
3.7 typography 61
4.0 how we talk 68
Color
the preferred use of the Stretch is to place it directly over
imagery or backgrounds, either in a solid color or reversed
to white. the alternative way to use the Stretch is in a solid
color and outlined in white, to separate it from backgrounds
that are cluttered or do not provide enough contrast.
the Stretch may be used in white, black or any of
our dominant hp colors. it requires as much contrast
as possiblenever obscure the hp circle with a busy
background. if the Stretch is in color, it must be the same
as the dominant color of the communications piece.
if there isnt enough contrast between the Stretch and the
background, then white may be used to fill in and outline
the Stretch. (See page 23 for more guidelines.)
the Stretch can be used in any dominant color
from the hp palette against a white background.
the Stretch can be a dominant hp color over
an image, provided there is ample clarity and
contrast.
contentS > how we Look > the Stretch > coLor
The Stretch 3.2
the Stretch can also be used in a dominant color
outlined in white borders to separate the Stretch
from other color fields, graphic elements and
background images.
the Stretch can be outlined in white to help it
stand out against a photo.
the Stretch can be reversed to white on a solid
background of any dominant hp color.
the Stretch can be reversed out in white over
an image, provided there is ample clarity
and contrast.
Preferred alternate
Vertical placement
the Stretch can be used on the top or bottom of a
layout, but should always be positioned asymmetrically.
the Stretch should not be centered on a page or layout.
contentS > how we Look > the Stretch > VerticaL pLaceMent
Layouts with full bleed
The Stretch 3.2
Layouts with a border
Horizontal placement
the hp circle can be used on either the left or right side
of the Stretch bar. the hp circle should never be centered
in middle of the Stretch.
contentS > how we Look > the Stretch > horizontaL pLaceMent
The Stretch 3.2
Size and height
the height of the Stretch relates to the size of the grid unit
of a page or layout. the Stretch can be used in a variety
of sizesfrom small to extra-largebased on the type of
communication, the specifc customer or audience, and the
overall desired impact.
contentS > how we Look > the Stretch > Size and heiGht
The Stretch 3.2
Small
Stretch = the height of grid unit
Medium
Stretch = the height of one grid unit
Large
Stretch = the height of two grid units
Extra-large
Stretch = the height of three (or more)
grid units
Position of the HP circle
the distance of the hp circle from the side edge of a page
or border is related to the width of the circle itself. the
position varies depending on the size of the Stretch. the same
guidelines apply whether the Stretch follows a border or bleeds
to the edge of a page.
contentS > how we Look > the Stretch > poSition of the hp circLe
The Stretch 3.2
Small
the distance between the edge of the
page (or margin) and the hp circle
should be x.
x = the width of the hp circle
Medium
should be x.
Large
should be x.
Extra-large
should be
1
/8 x.
x
1
/8x x x x x x x
Placement of the Stretch
the preferred use of the Stretch is to separate it from the
top or bottom edge of a piece. the interplay of positive
and negative space around Stretchand especially the
hp circleis crucial to its overall impact and strength.
this applies to all layout types, whether they use borders
or full bleeds.
use these guidelines to determine how far away from
the edge the Stretch should be placed. the distance
is based on the size of the Stretch.
contentS > how we Look > the Stretch > pLaceMent
Small
the minimum distance between the
top or bottom edge of the border
or bleed and the Stretch should be
of the height of the Stretch (y).
Medium
1
/3 of the height of the Stretch (y).
Large
1
Extra-large
1
y
y
y
1
/3y
y
y
y
1
/8y
The Stretch 3.2
y
y
y
1
/3y
y
y
y
1
/8y
Cropping the Stretch
for extra-large applications of the Stretch in narrow layouts,
the side edges of the Stretch can be cropped. this will help
ensure that an asymmetrical placement of the hp circle within
the overall width of the Stretch is maintained.
the Stretch can only be cropped in the two specific locations
shown below so that the hp identity remains clearly
readable. only the circle itself is croppednever the hp
letterformsso that the legibility and clarity of our signature
is maintained.
contentS > how we Look > the Stretch > croppinG
The Stretch 3.2
x
x x
x
on extra-large applications, the hp circle may
be cropped by a value of x. never crop the
letterforms.
to calculate x, measure the distance between
the hp circle and the edge of the letterform.
divide this distance by to get x.
Type within the Stretch
type, such as a short headline or title, may be used within
the Stretch. the type color can be black, the dominant hp
color of the communication piece, or white on a colored
Stretch.
titles and subtitles should be no more than 2 or 3 lines
total. titles should be anchored to the top or bottom corner
of the Stretch. they should not be centered vertically or
horizontally. while there is no rule on maximize type size
within a Stretch, titles and subtitles should not violate the
clear space requirements around the hp circle (see
examples top row, right).
type should only be used in medium, large and extra-large
sizes of the Stretch. the smallest size Stretch should never
have type placed inside it. if needed, brief customer-benefits
copy may be added to an extra-large Stretch, but general
body copy should not be included within a Stretch. if longer
headlines, subheads or other text elements are required for
a specific piece of communication, a different layout should
be used that allows these longer copy elements to exist
outside of the Stretch.
always leave sufficient clear space between type and
the hp circle, so as not to compete with or detract from
the prominence and legibiltiy of the hp circle.
key customer benefits are allowed in the large and extra-
large Stretch, as shown in the bottom left example. do not
use body copy within the Stretch.
contentS > how we Look > the Stretch > type within the Stretch
The Stretch 3.2
Short headline or title
x x x
Possible subhead can go here
x x x
when using headlines or titles inside
the Stretch, the text should always be
placed asymmetrically in a cornerjust
as in the rest of our identity system.
Riusto dolutem zzrit
ip exer ing etum nim
do not center type vertically or
horizontally inside the Stretch.
tue consent nullan et am iriuscilis ad
eugue dolore doluptat, summodo
Lutpat aliquissim et luptat estrud esed
ea feugue vent dolorer amet
adit ipit praesecte modip eui blandre
venis autet, susto et, sequisi blam,
sequat vendignis aut lam in vel utpat
key customer benefits may be used
in a large or extra-large Stretch.
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magnibh et, sum alit, conulla mconseq
uamet, commy niamconsecte molestrud
tem ilit lutpat. im doluptate conulluptat
praessectet, quat. dolendr ercilit wiscil
duisi. ommy nit la facing er si tis alis-
secte duisl ut dionsent diam, se ex
eugait irit lore faci bla alisim ipit utpat
atissim nit lore te tionsenim illan henim
endignim zzriureetue eum ex ex euisisi
eugait la con ex exeros nullamconsed
ea cor sismodip et num deliqui smodolo
borperostie consectet ip exerat lor iriure
minim irit lute conse ea facipit
do not put body copy within the
Stretch.
always maintain ample clear space
around the hp circle.
Outlining the Stretch with white
white space may be used around the Stretch to create greater
contrast between the Stretch and a background. you may use
these white outlines around the Stretch on a page with a border
or full bleed. the width of white borders around a Stretch
should be equal to width of any gutters used on the rest of
your page layout. (See page 10 for more information on
determining the correct width of gutters.)
because the gutters on a page are determined mathematically
based on the overall page size, they are not arbitrary or
variable in width. therefore, you must use good judgment when
using the Stretch in a small size so that the white borders do not
overpower the Stretch itself. if a small Stretch is required in a
particular layout that would be overpowered by the correct
width of white outlines, use a Stretch in white a dominant color
that does not require white space around it.
white outlines are always required above and below the
Stretch if the center hp circle is also filled with white.
contentS > how we Look > the Stretch > outLininG with white
do not place white borders around
a small Stretch if the white space
becomes proportionally too wide and
visually overwhelms the Stretch itself.
The Stretch 3.2
if a small Stretch becomes too narrow
to allow for white borders above
and below it, use a Stretch that either
reverses out of the background or
appears in a dominant color directly
over the background.
these three different sizes of the
Stretch use white borders correctly.
borders should match the width
of the grid gutters, which are
determined by the page size and
basic grid measurements.
Longer headlines should be placed
in color fields or other open areas
contentS > how we Look > the Stretch > exaMpLeS
The Stretch 3.2
Acceptable
usage
Unacceptable
usage
The HP circle cannot be in the center
of the Stretch bar.
The HP letterforms cannot be cropped. The
HP circle can be cropped only when used in
extra-large size.
The Stretch cannot be centered vertically
on the page.
The Stretch cannot bleed if the rest
of the layout has a border.
The Stretch 3.2
The Stretch must have enough contrast with
the photo or image behind it such that the
HP circle is legible.
The Stretch cannot bleed to the top edge
of a page. It must have a white outline
or margin.
The HP circle cannot be filled with white if
it does not also have white outlines above
and below it.
The Stretch cannot bleed to the bottom edge
of a page. It must have a white outline
or margin.
Unacceptable
usage
Acceptable
usage
The Stretch 3.2
The Stretch cannot be used vertically. The Stretch cannot have invent beneath it. The Stretch cannot stop midway across a page. any logo, including the Invent logo,
cannot be placed inside the Stretch
on the same page.
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nos alis dipis dui blan el in volore
consed tat. Lor sim doleniamcon
et, vel eliquat non hent lorpercinim
dignibh ex esse consend rerciliqui
te modit, sustis nonseni sciduip
eumsan vel ipsummo doluptat.
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wiscillut autpate venim ipit, susci
tet, quis nos et, vercilis nit volortie
eum eum adiam et non utpat, si.
Modignim autat, sustrud et aust.
Unacceptable
usage
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iritqudm. Mekt ipit aut aut am,
commy numsdmy nos alis dipis
dui blan el in volore consed tat.
Lor sim doleniamcon et, vel eliquat
non hent lorpercinim dignibh ex
esse consend rerciliqui te modit,
sustis nonseni sciduip eumsan vel
ipsummo doluptat. Obor sum velit
augiam am, quat wiscillut autpate
venim ipit, susci tet, quis nos et,
vercilis nit volortie.
Acceptable
usage
Consed do uiosnim
The Stretch 3.2
The HP invent logo cannot be used with
the Stretch.
a cropped Stretch cannot be used in a
layout with a border.
Text used inside the Stretch should not be
centered. It should always be positioned at
the top or bottom corner of the Stretch.
Text inside the Stretch should not overcrowd
the HP circle or interfere with its clear space.
Headline or title
consed do uiosnim venieuisime dusunt utatuer
duis atuer iritqudm. Mekt ipit aut aut am, commy
autem numsdmy nos alis dipis dui blan seni scid-
uip sedvero eumsan vel ipsummo doluptat.
Unacceptable
usage
Headline or title
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atuer iritqudm. Mekt ipit aut aut am, commy autem
numsdmy nos alis dipis dui blan seni sciduip sed
vero eumsan vel ipsummo doluptat.
Acceptable
usage
back Skip to next chapter
(Placeholder image)
forward contentS > how we Look > coLor
Color 3.3
Our vibrant color palette refects the diversity
of our customers and their ambitions. It is
appropriate for both consumer and business
audiences. The pure, saturated hues are
timeless and stay fresh without being trendy.
Our full spectrum of color also helps reinforce
our dominance in imaging and printing by
symbolizing the importance of great color to
all of our markets.
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
one dominant color 29
color palette 30
print specifications 31
web and screen 32
3.4 photography 33
3.5 illustration 51
3.7 typography 61
4.0 how we talk 68
Using one dominant color
Large fields of a single color help make our communications
striking and impactful.
we have a varied palette of dominant hp colors from which
to choose (see page 30). by using one color from our palette
for each communications piece, we enhance the unity, power
and elegance of our designs. this dominant color also helps
photos stand out. within a physical environment or system of
multiple communications pieces, more than one dominant color
can be used to differentiate pieces.
the Stretch should be the dominant color of your
communciation piece. it can also be white.
HP invites you to a
demonstration of HP Indigo
press technology
HP event title one line
printed on an hp indigo press 5000
contentS > how we Look > coLor > one doMinant coLor
Color 3.3
Agility action
plan workshop
Color palette
to ensure that color is consistently applied, weve chosen
a 17-color palette for use in all hp communications. the
palette is separated into dominant colors, supporting neutral
colors and corporate colors. combined with photography
and ample white space, one dominant color holds a
communications piece together.
Choosing a color
take advantage of the full range of colors in the palette
by varying the dominant color of your communications
pieces. choose a dominant color that enhances the
acompanying photography and content to create a
unified message suited to your audience.
restrictions
colors should not be segmented by customer or used
to create sub-identities within the branddoing so would
not be consistent with our unified brand identity. do not
use colors other than those in the hp palette. colors
should never be tinted back, gradated or combined
to create new colors.
NOTE: based on legal agreement with Deutsche Telecom,
HP has agreed to not use HP Magenta in any German
marketing communications.
Dominant colors
contentS > how we Look > coLor > paLette
Color 3.3
hp
LiGht
Gray
hp
MediuM
Gray
hp
dark
Gray
bLack hp
bLue
coMpaQ
red
HP blue and
Compaq red
hp blue is used only in corporate
communications such as stationery,
business cards and signage.
compaq red is used only for
compaq pc communications in
the consumer market.
hp
red
hp
MaGenta
hp
oranGe
hp
Green
hp
LiGht
bLue
hp
MediuM
bLue
hp
purpLe
hp
brown
do not
uSe in
GerMany
hp
dark
bLue
hp
yeLLow
hp
dark
Green
Supporting neutral colors Corporate colors
Print specifcations
adhere to the specifications in these standards and use
qualified vendors and reliable reproduction methods to ensure
consistency of colors. to ensure color accuracy when matching
colors for printed materials, use the pantone
color
Matching System as your reference.
the cMyk mixes are based on media tests using coated stock.
the mixes may need to be adjusted to suit your process. Match
to pantone standards.

Color name PaNTONE
equivalent CMYK equivalent

hp red pMS 187 cv 0c 100m 79y 20k
hp Magenta pMS 214 cv 0c 100m 34y 8k
hp orange pMS 158 cv 0c 61m 97y 0k
hp yellow pMS 130 cv 0c 30m 100y 0k
hp Green pMS 376 cv 50c 0m 100y 0k
hp Light blue pMS 638 cv 83c 0m 10y 0k
hp Medium blue pMS 640 cv 100c 0m 0y 22k
hp purple pMS 279 cv 68c 34m 0y 0k
hp dark blue pMS 647 cv 100c 56m 0y 23k
hp dark Green pMS 554 cv 78c 0m 63y 67k
hp brown pMS warm Gray 10 cv 0c 14m 28y 55k
hp Light Gray pMS cool Gray 2 cv 0c 0m 0y 10k
hp Gray pMS cool Gray 5 cv 0c 0m 0y 29k
hp dark Gray pMS cool Gray 9 cv 0c 0m 0y 51k
hp black pMS process black cv 40c 40m 20y 100k
hp blue pMS 653 cv 100c 62m 0y 20k
compaq red pMS 186 cv 0c 100m 81y 4k
the colors shown on this
page and throughout these
guidelines have not been
evaluated by pantone, inc. for
accuracy and may not match
the pantone color Standards.
consult current pantone
publications for accurate color.
pantone
is the property of
pantone, inc.
contentS > how we Look > coLor > print SpecificationS
Color 3.3
print SpecificationS
Web and screen specifcations
for all communications that will be displayed on-screen
or on the web, refer to these rGb and hex color formulas.
they have been developed for the best fidelity.
hp.com uses a limited subset of the color palette. refer
to the hp.com guidelines for the exact specifications.
Colorname WEBSAFE(HEX)equivalent RGBequivalent

hp dark red 990000 153r 0G 0b
hp Magenta cc0066 209r 1G 99b
hp orange eb5f01 235r 95G 1b
hp Green 4faf00 79r 175G 0b
hp Medium Green 336633 51r 102G 51b
hp Medium blue 0066ff 0r 102G 255b
hp dark blue 003366 0r 35G 75b
hp dark Green 336666 37r 68G 70b
hp dark Gray 666666 132r 133G 137b
hp black 000000 0r 0G 0b
hp Yellow ffcc00 242r 171G 1b
hp Medium Gray 999999 178r 179G 181b
hp Light Gray cccccc 214r 215G 217b
hp blue 0a357e 41r 86G 143b
compaq red ff0000 210r 16G 51b
type should be reversed to
white against these colors.
type should be black on these
colors. do not reverse to white
type.
corporate colors should not
be used as the dominant color.
contentS > how we Look > coLor > web and Screen SpecificationS
Color 3.3
web and Screen SpecificationS
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Photography 3.4
Photography is a powerful and central element
in our communications with all audiences.
Pictures capture the imagination, tell a story
and help create an emotional connection
with our customers. Our photography features
people and our products in a style that is
simple, colorful, inspirational and genuine.
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
3.4 photography 33
crL 34
people and lifestyle 35
products 37
product in environment 40
products and people 42
instructional 44
Supporting imagery 45
Scaling and cropping 47
combining images 49
3.5 illustration 51
3.7 typography 61
4.0 how we talk 68
HP image and video library
all categories of photos can be found in the hp crL image
and Video Library (crL) at www.hp.com/go/crlimages. the
library is frequently updated with photos that support the needs
of our business initiatives, segments and regions.
Stock photography
the crL contains limited photography for vertical industries,
such as manufacturing, aerospace, oil and gas, utilities,
pharmaceuticals, telecommunications, finance and healthcare.
if you do not find the images you need, you may use stock
photography that follows hp guidelines for photography.
Stock photography is funded by the business unit or owner
that needs the image.
contentS > how we Look > photography > the hp image and Video Library
Photography 3.4
People and lifestyle
our people and lifestyle photography reflects the lives, needs,
environments and aspirations of our customers around the
world. our real, authentic photographic style shows the true
character of individuals in a natural, genuine way. whether
its an intimate personal portrait or a moment in daily life,
our photos are rich in color, simple in composition and honest
in their human emotion.
creative use of size and scale, cropping, composition
and contextual environments help create impactful images.
our photos range from close-up views to more distant
perspectives that provide greater context.
Lifestyle photos are funded centrally to support the broad hp
brand identity and by business groups for specific initiatives
and products.
our photos depict real,
approachable people and reflect
an optimistic, confident spirit.
we always strive to have the true
character of an individual shine
through in a genuine way.
contentS > how we Look > photoGraphy > peopLe and LifeStyLe
Photography 3.4
black and white photography
also demonstrates the
capabilities of our printers
and imaging products. the
rich tones and artistic expression
of these images often appeals
to photographers and graphic
arts professionals.
People and lifestyle:
Unacceptable usage
here are examples of people photos that do not represent the
hp brand. our people photography should never be artificial,
stereotypical, decorative, literal or unnatural. people should
look real and authentic, not like professional models. photos
should not be cluttered with unnecessary props that distract
from the story. avoid using photos with content that is irrelevant
to our business and customers.
bottom left:
clichd sports metaphor
bottom right:
distracting, cluttered environment
Top left:
Staged and stereotypical scene
Top right:
clichd business gesture
contentS > how we Look > photoGraphy > peopLe and LifeStyLe
Photography 3.4
Products: Informational style
our informational style presents our products in a clear,
honest and consistent manner. it appears in most types
of communications, including collateral, point-of-sale, direct
mail and the web.
this style features products silhouetted against white
backgrounds. clear lighting accurately depicts the true colors
and textures of our products. it provides enough contour and
shadow to highlight the design and features of a product.
our informational style uses straight-on product views as well
as angled perspectives. Straight-on views are often best for
capturing product families or groupings in a consistent way,
or when products need to be shown in very small applications.
angled and
3
/4 views are used to more accurately represent the
shape and specific features of a product in a larger context. in
either case, the perspective should never make a product look
distorted or unnatural. certain products may also be shot with
more dramatic angles and lighting, such as the pc shown on the
bottom right. this style should not be used on the web or in small
applications.
every hp product is photographed in the informational style
and made available in the crL.
if the images in the crL do not satisfy your requirements, you
will find a product photo request form on the homepage of the
crL for product photography in the left navigation. informational
product photography photographed on white seamless
background is developed within each business group and follows
a prescribed set of requirements. for your business contact name,
go to the product photo request form on the crL home page.
contentS > how we Look > photoGraphy > productS
Photography 3.4
Products: Hero style
our hero style of product photography is primarily used in
advertising to create greater impact in competitive media
environments. this style incorporates dramatic lighting, lively
angles and often dark or colored backgrounds and highlights.
this style never distorts our products or alters their natural color
with artificially colored lighting.
if you are creating aMd or intel pSG deliverables, please
consult their individual program guidelines for their standards
for product photography.
if the images in the crL do not satisfy your requirements,
you will find a product photo request form on the homepage
of the crL for product photography in the left navigation.
hero product photography should follow existing advertising
campaign style and be developed by approved hp ad
agencies only. this will ensure proper licensing and integration
with hp standards. for your business contact name, go to the
product photo request form on the crL home page.
Photography 3.4
while we show a variety of
angles, we do not unrealistically
distort products.
Products: Unacceptable usage
here are examples of products shown in ways that do not
represent our brand. we dont use playful or tricky positioning
of products. we also never artificially distort them to look like
something they are not.
Top left:
products jumbled together like a
sculpture

Top right:
distorted perspective from below
Photography 3.4
bottom left:
blurred, distorted and oddly
colored
bottom right:
artificial placement and
background
Products in environment
these product shots provide sufficient envrionmental context
but do not capture an entire scene, which might overwhelm
the product. products are always viewed against simple
backgrounds, unobtrusive patterns and real settings. they
are photographed using the same straightforward angles
and lighting as our silhouetted, informational style of product
photography.
these photos suggest an
environment without being
too overwhelming or literal.
contentS > how we Look > photoGraphy > productS in enVironMent
Photography 3.4
Products in environment:
Unacceptable usage
here are examples of products in an environment
photographed in ways that do not represent our brand.
photos should not use excessive props or objects that
distract from the product. avoid artificial settings or staged
environments.
Top left:
busy environment

Top right:
Staged scene
bottom left:
distracting props

bottom right:
irrelevant action
contentS > how we Look > photoGraphy > productS in enVironMent
Photography 3.4
Products and people
to make a direct connection between people and hp
technology, we encourage the use of photos that show
people using our products in simple, real settings and
environments. people always appear genuine, and
their interaction with our products is real and natural
not artificial or staged.
contentS > how we Look > photoGraphy > productS and peopLe
Photography 3.4
Products and people:
Unacceptable usage
here are examples of people using products in ways that do
not represent our brand. Settings should never appear staged
or contain unnecessary props that distract from the simplicity
and message of the photo. products should not be displayed
in a way that is inconsistent with their use.
bottom left:
overwhelming environment
bottom right:
Staged scene
Top left:
person artificially posing
with product

Top right:
distorted angle, distracting
environment
contentS > how we Look > photoGraphy > productS and peopLe
Photography 3.4
Instructional stories
instructional photography can be used to tell a product-specific
story, provide instructional information or explain a specific
process or sequence of events.
When to request new instructional photography
when creating a communications piece that requires
instructional photography, the crL may not have the images
you need. in that case, click on the photo acquisition form
to submit a request for a new photo shoot with an approved
hp photographer. when your project is complete, use the
photo submission form to upload your new photos and allow
other hp employees and agencies to incorporate them in their
communications.
Photo style
to ensure consistency, new instructional photos must adhere
to our photography standards. these graphically simple and
straightforward photos can:
focus tightly on a products functionality (e.g., a standard
media card slot for easy sharing).
Show a person using a product (e.g., taking digital
photographs).
provide context to help tell a story or fill in the sequence
of events (e.g., a printers Lcd screen previewing a
printed photo).
Show the end result (e.g., enjoying a dVd of digital photos).
by eliminating distracting props and simplifying the
composition, we can use these photos within other
communications materials and be consistent with the
hp photography style.
People using products
while its sometimes helpful to show a person (or a hand or
finger) interacting with a product, it isnt necessary to include
a person in every photo of a communications piece.
Sequence of images
showing process of taking
digital photographs and
then printing them
Sequence of images
showing process of editing
digital photographs, burning
them to a dVd and then
watching the dVd
contentS > how we Look > photoGraphy > inStructionaL
Photography 3.4
Supporting imagery
Supporting imagery is used to help tell a story, represent
abstract concepts (e.g., partnering, adaptive enterprise,
mobility, global reach) or convey the results or contributions of
hp technology (e.g., simulations, scientific renderings, printing
output, a well-run manufacturing environment). our supporting
imagery is always graphic, bold, rich, dynamic, straightforward
and honest. we continually add supporting images and photos
to the crL.
contentS > how we Look > photoGraphy > SupportinG iMaGery
Photography 3.4
real-life imagery frequently
works well for print samples that
demonstrate the capabilties of
our imaging products. brightly
colored street scenes and still
lifes are often rich with texture
and detail. they help us express
our hp photo style consistently
across all customer touchpoints.
04
Supporting imagery:
Unacceptable usage
here are examples of supporting images that do not
represent our brand. our supporting imagery should never
be decorative, stereotypical, artificial, staged or embellished.
we do not use arbitrary metaphors to communicate real
customer challenges, opportunties or benefits.
approved scientific renderings are available on the hp crL.
Top left:
embellished scientific
rendering

Top right:
artificial-looking rendering
bottom left:
clichd image

bottom right:
photo montage
contentS > how we Look > photoGraphy > SupportinG iMaGery
Photography 3.4
Scaling and cropping
Varying the cropping and scale of our photos can give our
communications an energetic look and feel. tight cropping puts
the focus on hp products and the people who use them, while
broader panoramic shots are effective for general storytelling.
when you are cropping and enlarging a small section of a
photograph, make sure the photo has a high enough resolution
to maintain its quality.
People photos
photos of people can be cropped tightly for an intimate
view that captures the character and spirit of an individual.
More distant perspectives capture the lives of our customers
by providing a larger context.
Product photos
product photos can be cropped or scaled to call out a feature,
emphasize the engineering of a product or suggest an
environment (without showing the entire setting).
Supporting images
Supporting images can be cropped to create an abstract
pattern for a background or to highlight an important detail.
contentS > how we Look > photoGraphy > ScaLinG and croppinG
emphasizes surroundings to tell a story
Shows entire product
emphasizes person and camera to tell a story
zooms in on product details
Photography 3.4
Scaling and cropping
here are examples of photos cropped in undesirable ways.
avoid cropping faces, products or scenes in a manner that
is unflattering, unnatural or distracting.
Top left:
cropping appears
comfortable and natural.
Top right:
cropping is awkward, almost
cutting off the face.
bottom left:
cropping creates visual
space around product.
bottom right:
Scaling of product creates
claustrophobic feel.
content > how we LookS > photoGraphy > ScaLinG and croppinG
Photography 3.4
Combination of images
pairing people photos with product photos, supporting imagery
or illustrations demonstrates the vitality of our technology and
the role it plays in peoples lives. its an integrated and unique
approach to storytelling.
Image selection
to create more dynamic and unexpected communications, vary
the scale and level of detail in photos within a communications
piecefrom panoramic shots to intimate views of a person or
specific product detail. when combining photos, choose photos
with compatible or complementary coloration and subject
matter.
vertical industries
when creating communications for vertical industry markets
such as financial services, health care or transportation, use
a combination of images for storytelling. for example, the
combination of a portrait and a supporting medical image
could communicate the value of hp technology in the health
sector.
by combining photos available in the crL, you can create an
intriguing, differentiated story and eliminate the need to initiate
costly and time-consuming photo shoots for specific vertical
markets. if you do not find the photography you require in
the crL, you may use stock photography that follows the hp
guidelines for photography.
this is an example of how a group
of images can help us tell stories about
technologies such as digital imaging.
the variety of subject matter, scaling,
cropping and level of detail create a
compelling narrative without being
redundant or overly complicated.
1
Callout header discusses a selling
point or key customer benefit.
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contentS > how we Look > photoGraphy > coMbination of iMaGeS
public sector image combination
consumer market image combination
Photography 3.4
Combination of images:
Unacceptable usage
here are some unsuccessful photo combinations.
avoid combining images that feel static, repetitive,
cluttered or confusing.
contentS > how we Look > photoGraphy > coMbination of iMaGeS
Photography 3.4
avoid pairing two similar images side-by-side. photo content should be varied.
avoid pairing photos that contain the same level of visual detail or busyness.
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Illustrations add a dynamic element that helps
us stand out from the competition. They tell
a story, represent abstract concepts and convey
the results of HP technology. Illustrations often
originate in advertising and can be integrated
in other HP communications to create visual
continuity for customers.
contentS > how we Look > iLLuStration
Illustration 3.5
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
3.4 photography 33
3.5 illustration 51
dynamic storytelling 52
technical/diagrams 53
charts and graphs 54
icons 55
unacceptable styles 56
3.7 typography 61
4.0 how we talk 68
Dynamic storytelling
the illustrations we use are bold, simple and iconic. they
help us tell stories in deeper ways and stand out from our
competitors. the colors we use in illustrations reflect the vibrant
hues of the hp color palette. the simplicity and strength of our
compositions are consistent with our overall brand identity.
illustrations are primarily used in advertising campaigns, often
used as a secondary element to complement photography.
they can be leveraged into other areas of communications
for vertical integration in the marketplace and retail channels.
unique type treatments
unique typographic treatments (not in hp futura) are sometimes
incorporated into our illustrations and graphic elements to
help tell integrated stories to customers in compelling ways.
this is most often used in advertising. these type styles should
never be used outside the context of the illustration or graphic
element. never apply them to other communications.
contentS > how we Look > iLLuStration > dynaMic StoryteLLinG
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Illustration 3.5
Technical and diagrammatic
we use technical drawings and diagrammatic illustrations to
show features and functionality of our products and services
that photography cannot depict. the style is consistent with
our brand identitysimple, straightforward and inspired.
for further information, refer to the standards for illustration,
graphics and visual explanations on
www.hp.com/go/onevoice.
contentS > how we Look > iLLuStration > technicaL and diaGraMMatic
6+2=72 million combinations
the inks in hp print cartridges add up in powerful ways.
Most hp inkjet photo printers hold six inks. the number of
inks, the small size of the ink drops (the smaller the drops,
the smoother the photo color) and the purity of inks designed
for broad combination enable these printers to create up to
2.4 million color combinations. our new eight-ink system
adds two more inks to the mix to create a spectacular array
of up to 72.9 million color combinations. that means vibrant
and realistic photos.
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Illustration 3.5
1 2 3
4 5 6
7 8 9
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Charts and graphs
charts and graphs convey complex data and information in
an engaging way that is easy to understand. our approach
to graphs is similar to technical illustrations. it is clean,
straightforward and clear.
Style
the preferred style for graphs is simple, flat and two-
dimensional. avoid decorative embellishments and clip art.
Color
for uncluttered communication, use as few colors as possible.
Start with the dominant hp color of your piece, then use black
and other supporting neutrals as needed. colors in the hp
palette should never be tinted back, gradated or combined
to create new colors.
contentS > how we Look > iLLuStration > chartS and GraphS
Illustration 3.5
100
80
60
40
20
0
q q q3 q4
South
east
west
north
financial performance in market
financial strength of our company
financial strength of our brand
how our company is managed
Brand equity
Financial performance
Shareholder value
Corporate reputation
what the industry thinks how our employees feel
Market Employees
Icons
when language translation is not practical, icons can be
used in multi-lingual communications (e.g., product lug-ons
and stickers, table signs). icons communicate information simply
and clearly without the need for supporting language.
Icon style
the preferred icon style is two-dimensional and simpledrawn
with a heavy, consistent line weight. it should always be
designed for universal recognition. icons can be the dominant
color of your piece, black or reversed to white in a color
field. for more guidance on our preferred style, refer to the
international Standards organization (iSo) system
of icons.
the icon library is available at
http://hpdesigncenter.cce.hp.com/CmsSharePointConnector/
Internal/03_id/03_product_interaction
all new icons must be approved by dustin rosing, hp product
interaction program Manager, dustin.rosin@hp.com.
Icon usage
an icon should visually representand therefore replacethe
word or phrase describing a specific action or instruction. an
icon should not be used in addition to the very word or phrase
it represents. however, if helpful, a different word or phrase can
be paired with the icon to add another layer of information
(e.g., a fax icon paired with the phrase one-touch faxing).
contentS > how we Look > iLLuStration > iconS
Illustration 3.5
Unacceptable styles
here are examples of illustrations that do not represent our
brand. illustrations should never look like clip art or be used
as icons. they should not be created in Microsoft
powerpoint
and pulled into other communications materials.
Questions about illustrations should be directed to ellen Maly
at hp corporate Marketing.
technohome2
black & white
technohome2
white on background
technohome2
multi-color
technohome2
2 color
contentS > how we Look > iLLuStration > unacceptabLe StyLeS
Illustration 3.5
Top left:
cartoon figure or superhero
Top right:
clip art
bottom left:
clichd concept
bottom right:
off-brand icon
The HP invent logo is our official corporate
logo. We use it as a corporate signature on
company-wide applications such as stationery
and building signage, and as a sign-off that
accompanies copyright and legal information
on printed materials.
contentS > how we Look > hp inVent LoGo
exaMpLeS of where we uSe the hp inVent LoGo:
corporate stationery and business cards
building signage and fleet vehicles
back covers of collateral, direct mail and other printed materials, if space permits
Secondary panels on packaging and point- of- sale materials, if space permits
websites and product interfaces
HP invent logo 3.6
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
3.4 photography 33
3.5 illustration 51
Qualities 58
color, scale, size 59
placement 60
3.7 typography 61
4.0 how we talk 68
the hp invent logo combines two important hp brand elements:
the hp symbol and the statement, invent. the hp invent logo
should always appear in english and must be accompanied by
the registration mark ().
qualities
the position, size, color, and spatial and proportional
relationships of the logos elements are pre-determined
and may not be altered.
Digital files
download artwork for all the versions and sizes of
the hp invent logo at www.hp.com/go/brand.
contentS > how we Look > hp inVent LoGo > QuaLitieS
HP invent logo 3.6
Using the HP invent logo
Scale and size
to communicate effectively while maintaining the integrity
of our identity, three standard sizes of the hp invent logo
have been created: small, medium and large. use the size
appropriate for the communications piece to ensure that
the registration mark () is in the correct proportion for
your application.
the invent logo should not be reproduced smaller than
.375 or 9.5mm in width.
Color and imagery
the two-color hp corporate logo is used for corporate
stationery, business cards and signage. within this logo,
the word invent is always black.
the hp invent logo can also be shown in all black on a white
background, or reversed to white when shown against a
dominant color field.
when used as a corporate sign-off on marketing materials,
the hp invent logo can also be placed over an image or
illustration. however, there must be sufficient contrast for
clear legibility. be mindful of the placement of the hp invent
logo near a photograph of a persons face or over a busy,
distracting photo.
Small
Minimum width of .375 (9.5mm)
Maximum width of 1" (25.4mm)
Medium
Minimum width of 1 (25.4mm)
Maximum width of 6 (152.4mm)
Large
Minimum width of 6 (152.4mm)
no maximum width
contentS > how we Look > hp inVent LoGo > coLor, ScaLe and Size
acceptable usage
unacceptable usage
the logo should not be
shown in black against
a dominant color field.
the logo should not be
shown in white against
a photo that lacks
sufficient contrast.
the logo in white
reversed out against a
dominant color
the logo in white
reversed out against
a photograph
the two-color corporate
logo, with invent
always in black
the one-color
corporate logo
HP invent logo 3.6
Placement
proper placement and use of clear space protect the integrity
of our logo.
the hp invent logo should not be used on the same
communication panel as the Stretch. in collateral, for example,
the Stretch is used as the primary branding element on a
brochures front cover, and the invent logo is only used as a
sign-off on the back cover accompanying the corporate address
block and/or legal information. in certain instances, the hp
invent logo can be used in conjunction with partner logos
on primary panels of a communication piece, along with the
Stretch, providing the spacing and scale of the two element
is distinct and does not appear repetitive.
Placement
the hp invent logo is typically anchored in a corner. when
used on a full-bleed page, the required space around the logo
is measured from the edge of the page. when used on layouts
that have a border, the clear space is measured from the grids
border.
Clear space
as a unit of measurement, x equals the height of the hp
symbol. there should always be clear space around the hp
invent logo equal to the distance of x and measured from
the bottom of the symbol, not the bottom of the word invent.
this clear space prevents type or other graphic elements from
interfering with the logo. the large version of the hp invent
logo requires different clear space, as shown on the right. clear
space exceptions may be made based on specific application
requirements. these will be described in each application
standard if applicable (e.g., hp on-building external signage).
for more detailed instruction, download the hp invent logo
usage standards from www.hp.com/go/brand.
recommended placement
the hp invent logo can be placed
in the lower left- or right-hand
corner of a layout.
Left:
preferred clear space
right:
preferred clear space for large
applications
Clear space for large HP
invent logo
clear space is equal
to .75x.
Preferred clear space
x = height of the hp circle
contentS > how we Look > hp inVent LoGo > pLaceMent
HP invent logo 3.6
x
x
x
x
x
x
x x
x x
x x
.75x
.75x
.75x
.75x
Our typeface is simple, versatile and modern.
It is a refection of our brand and our voice.
We choose the appropriate typeface weights
from Futura Book, Futura Heavy and Futura
Light for specifc touchpoints and to create clear
hierarchies of information and messages.
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contentS > how we Look > typoGraphy
Typography 3.7
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
3. composition 8
3. the Stretch 14
3.3 color 28
3.4 photography 33
3.5 illustration 51
3.7 typography 61
hp futura 62
color 63
Localization 64
placement 65
all caps 66
tables and charts 67
4.0 how we talk 68
hp futura is the official hp typeface. it is available in
three different weights. hp futura book is recommended for
headlines and most body text. hp futura heavy is used for
small subheads, labels and callouts to distinguish them from
body copy. hp futura Light is preferred for large text sizes,
headlines or intro statements. italics can be used to emphasize
an important word or phrase in body copy, but not in
headlines. hp futura heavy should never be italicized.
in addition to hp futura, other type treatments are sometimes
used as graphic elements or illustrations to create a specific
look in advertising campaigns. these additional type styles
are used for short phrases and key ideas. they are not used
for traditional headlines, text or other information areas in
our communications.
when creating a document in english that might be translated,
allow a minimum of 30% extra space for language expansion.
Download
download hp futura typeface files from
www.hp.com/go/brand.
use hp futura Light for headlines
or body copy in large sizes
(12pt or larger).
use hp futura book for body
copy in all communications,
subheadings or small font size
titles, such as on a brochure
cover.
use hp futura heavy for
subheads, headings in tables,
labels or small font size headlines.
hp futura heavy should never
be used in large font sizes or
for long headlines.
contentS > how we Look > typoGraphy > hp futura
Typography 3.7
HP Futura Light
abcdefghijklmnopqrstuvwxyz
HP Futura book
abcdefghijklmnoprstuvwxyz
HP Futura Heavy
abcdefghijklmnopqrstuvwxyz
Lorem ipsum dolor magna
facipit atue ting et alit luptatin
henissit, sectem sum quamet
aliquis cinisi. Obor autatet
eliquis at dion hendreril ulla
augait velenibh et wissi.
Subhead
te dolenim doloborper sum euguerit, siscill
aoreraesed eugue dignisim do commodo lobortin
eugue dolobor periuscing eraesse quismod
ionsed tet erit prat. ummy nosto ea facillan etue
feummolor susto conulputpat num nonsed dolortie
conseniam doluptat.
Subhead
eugue dolobor feummolor susto conulputpat num
nonsed dolortie conseniam doluptat.
Color
color may be used with typography in the following ways:
black type on a white background is always acceptable.
colored type in the dominant color of a piece may be used
for headlines, large introductory copy and large text.
white type may be reversed out on blocks of color or black.
this should only be done with larger type sizes, as it can
cause problems with printing and legibility.
colored type may be reversed out of a black background, if
the contrast is great enough to be legible. avoid reversing out
large amounts of body copy. again, larger type sizes should
be used, and the color should be the dominant color of the
communication piece.
do not use colored type in a colored box.
type may be used in larger sizes over a photograph,
providing there is sufficient contrast. type may be reversed
out or overprinted, depending on the lightness of the
photograph.
Lorem ipsum dolor
magna facipit
contentS > how we Look > typoGraphy > coLor
Typography 3.7
augait velenibh et wissi ipsum
dolor magna facipit atue ting
et alit luptatin henissit, sectem
sum quamet aliquis cinisi.
Obor autatet eliquis at dion
hendreril ulla velenibh et wissi.
augait velenibh et wissi.
Subhead
eugue dolobor periuscing eraesse quismod
ionsed tet erit prat. ummy nosto ea facillan etue
feummolor susto conulputpat num nonsed dolortie
conseniam doluptat.
Subhead
eugue dolobor feummolor susto conulputpat num
nonsed dolortie conseniam doluptat.
Localization
the hp futura typeface is available for most languages.
if your language is not included in the hp futura font, use
adobe
futura. for non-Latin languages, use a font with

the characteristics of futuraa sans serif that complements
the geometric simplicity of futura.
Font family Supported languages
indo-european afrikaans, catalan, danish, dutch, english, finnish,
french, German, icelandic, indonesian, italian,
norwegian, portuguese, Spanish, Swahili, Swedish
central european albanian, croatian, czech, faeroese, hungarian,
polish, romanian, Serbian, Slovak, Slovene
baltic rim estonian, Latvian, Lithuanian
turkish turkish
cyrillic belorussian, bulgarian, Macedonian, russian, Serbo-
croatian, ukrainian
Greek Greek
contentS > how we Look > typoGraphy > LocaLization

Typography 3.7
asian font recommendations
korea ui-reung-do
thailand abc pathom
hong kong, taiwan wen ding zhong hei ti (headline)
wen ding chu hei ti (copy)
china han yi zhong hei Jian
Singapore (same font wen ding ta hei (headline)
family as hk, taiwan) wen ding zhong hei (body copy)
Placement
while our identity system is flexible, these standards will help
ensure the consistent use of text.
Placement in the grid square
for all languages that read left to right, type is always set in
the upper left corner of a square within the grid. placement
for languages that read in different orientations may vary.
Placement in the layout
for further guidance on typesetting, refer to the grid,
pages 10-13.
Placement within the Stretch
the Stretch can contain a concise headline and, if needed,
key benefits, but not body copy. for information on usage
of type within a Stretch, refer to page 22 of this document.
unacceptable usage
do not center type in a layout, grid square or the Stretch.
do not use typography of a different color than the dominant
color of the piece. also, do not mix type sizes and weights
within a passage as a way of emphasizing key words or
phrasing. do not stagger lines for decorative effect.
bullets
use only plain, small round bullets when creating bulleted text.
copy is usually set in the upper
left corner.
a short headline or title
sometimes with a subtitle or brief
benefits copymay be placed
within the Stretch.
type color must match the
dominant color of the piece.
Messaging text 22pt contains a big idea, key dif-
ferentiators or customer quote. Text is in the
aliquam erat volutpat. Ut wisi enim ad minim.
1. HP Product name 14pt 2. HP Product name 14pt 1. Callout describes product feature
1. HP Product name 14pt 2. HP Product name 14pt
Short brochure title
contentS > how we Look > typoGraphy > pLaceMent
1. HP Product name 14pt 2. HP Product name 14pt 1. Callout describes product feature
1. HP Product name 14pt 2. HP Product name 14pt
to odiam delis nulluptat ut nim volor-
er ostrud enim nullam, quisit dignibh
exer sustis alit, quis nim nonsenis
num velesto dunt laorpero corer si.
cipissi smodit lute ming er sendipit
augiat dolorerosto odoluptat dolor
iril exerostrud te tatem at. feugait,
vel utem vulla faccum nit lor sim ipit,
vel iril erilisit laore doloreet niamet
nos auguer si tatum vel utet wis nis
accummy no

LoreM
IPSUDOLOR
Sit
IDEPOSTa
MaxiMe.
LOREM
IPSUDOLOR
SIT IDEPOSTA
MAxIME.
only one size type should be
used for an idea or statement.
Typography 3.7
never vertically or horizontally
center copy on a page.
do not use body copy inside
the Stretch that interferes with
the impact of the hp circle.
Multiple colors should not be
used on a single page.
type sizes, weights, and
alignment should not be mixed
together or staggered.
All caps usage
type may be occasionally be set in all caps. please use this
option sparingly and limit all caps usage to the following:
Large headlines or titles in hp futura Light
Subheads, labels and callouts for charts and graphs
in hp futura heavy
Subheads for body copy in hp futura heavy
Lor Si. ud MaGna
facipit atue tinG et
aLit Luptatin heniSSit,
SecteM noStrud do
odoLor aM, SuM
QuaMet aLiQuiS ciniSi.
obor autatet eLiQuiS
at dion hendreriL uLLa
auGait VeLenibh et
wiSSi. diGna feuMMy
noSto erat niM VoLore
VeLiScip euGuer SiS
nuLLut ex etuM iriureriL
uLLandiGna auteM
in er Senibh eu faciL
iriLiS nonSe MaGna
Lor si. Ud magna facipit atue
ting et alit luptatin henissit,
sectem nostrud do odolor
am, sum quamet aliquis cinisi.
Subhead here in capS
hendreril ulla augait velenibh
et wissi. Digna feummy nosto
erat nim volore veliscip euguer
sis nullut ex etum iriureril
ullandigna autem in er senibh
eu facil irilis nonse magna
facil ullaore vullan exero
odolor iriustrud euisim.
Lorem ipsum dolor
Sitamet lorem dolor
Lorsi sum quo digna
Volore iriureil extum
dion at hendreil wissi
SubHEaD HErE IN CaPS
ulla sis nullet eu facil
ullatore oroldor irustrum
aututet irilis sectem
nstrum digna sengigh
Vullan ext etum sum qualt
henibh lorem dolor
LOREM IPSUM DOLOR
SitaMet LoreM doLor
LorSi SuM Quo diGna
VoLore iriureiL extuM
dion at hendreiL wiSSi
uLLa SiS nuLLet eu faciL
uLLatore oroLdor iruStruM
aututet iriLiS SecteM
nStruM diGna SenGiGh
VuLLan ext etuM SuM QuaLt
henibh LoreM doLor
SHORT TITLE
obor autatet eliquis at dion hendreril
ulla augait velenibh et wissi. digna
feummy nosto erat nim volore veliscip
euguer sis nullut ex etum iriureril
ullandigna autem in er senibh eu facil
irilis nonse magna facil ullaore vullan
exero odolor iriustrud euisim.
contentS > how we Look > typoGraphy > aLL capS
LONG TITLE LOrEM
IPSuM DOLOr SIT
Typography 3.7
obor autatet eliquis at dion hendreril
ulla augait velenibh et wissi. digna
feummy nosto erat nim volore veliscip
euguer sis nullut ex etum iriureril
ullandigna autem in er senibh eu facil
irilis nonse magna facil ullaore vullan
exero odolor iriustrud euisim.
Short title or headline in hp futura Light chart heading and labels in hp futura
heavy
Subheads in hp futura book
do not use long titles or hp futura heavy
in all caps.
do not create entire charts or tables
in all caps.
do not use all caps for paragraphs
or long passages of texts.
Tables and charts
our approach to tables and charts is clean, straightforward
and clear. templates provide examples of the preferred
style for tables and charts. if needed, use these general
rules to create your own. tables and charts can incorporate
product photography when showing a family or comparison
of products. they cannot include people photography or
supporting imagery.
Style
the preferred style for tables and charts is simple, flat and two-
dimensional. avoid decorative embellishments and clip art.
the number of lines and spacing is determined by your content.
alternating background boxes of hp Light Gray may be used to
distinguish lines in an extensive chart.
Color
Line work in tables should be hp black or the same dominant
color as the collateral. text is always black or the dominant
color of the piece. hp grays may be used to highlight specific
areas within tables and charts for proper legibility and
information hierarchy.
when creating tables and charts that might be translated from
english, allow a minimum of 30% extra space for language
expansion.
contentS > how we Look > typoGraphy > tabLeS and chartS
Typography 3.7
nisit praesec teer sstrud
ex er iliquamnseq pas
met, qui sciod doleri dolo
bor ad ea faccum dlor
sustruddolobor tonulamet,
verat inibh ea feiam nisl.
aoleri dolo bor ad ea fac-
cum dlordui sdyur uisd.
bullets contain an important feature or detail that supports the headline. (9pt) highlight features that
differentiate the product and describe how they benefit the consumer.
bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti-
ate the product and describe how they benefit the consumer.
ate the product and describe how they benefit the consumer. epsum factorial deposit bus laotis.
Important feature or
benefit (body text header)
hp product name 12pt hp product name 12pt hp product name 12pt
product, solution or service title
optional secondary title
HP recommends Microsoft Windows XP Professional for mobile computing.
2003 hewlett-packard development company, L.p. the information contained herein is subject to change
without notice. the only warranties for hp products and services are set forth in the express warranty statements
accompanying such products and services. nothing herein should be construed as constituting an additional
warranty. hp shall not be liable for technical or editorial errors or omissions contained herein.
5981-2191en, 07/2003
call to action with urL and/or contact information (12pt)
hp deskjet/plus
hp deskwriter 500 series
hp deskjet portable
hp deskjet 300 series
hp deskjet/plus
hp deskjet portable
hp deskjet/plus
hp deskjet portable
hp deskjet/plus
hp deskjet portable
hp deskjet/plus
hp deskjet portable
hp deskjet/plus
hp deskjet portable
Chart header
chart text describes chart contents.
HP 6 Cyan 40ml/2,000 c51626an
HP black 40ml/2,000 c51626an
HP 0 Yellow 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 c51626an
HP 6 Cyan 40ml/2,000 51626an
Inkjet color Yield Part #

ate the product and describe how they benefit the consumer. epsum factorial deposit bus laotis.
ate the product and describe how they benefit the consumer. nam liber tempor cum soluta nobis eleifend
option nihil imperdiet doming id quod mazim placerat facer possim assum.
ate the product and describe how they benefit the consumer. Sic tempus fugit esperanto estro gen. Glorious
baklava ex librus hup hey ad infinitum. non sequitur condominium facile et geranium incognito. Loerum ipsum
etalus at magna vero ipitus nulla prasent facilissi velit erodio rasiedn feugian aluipuwio.
bullets contain an important feature or detail that supports the headline. (9pt)
ate the product and describe how they benefit the consumer. Lorem ipsum dolor sit amet. baklava ex librus hup
hey ad infinitum. non sequitur condominium facile. Loerum ipsum etalus at magna vero ipitus nulla.

hp product name 17pt
and descriptor
5981-2191en, 07/2003
call to action with urL and/or contact information (12pt)
HP recommends Microsoft Windows XP Professional for mobile computing.
2003 hewlett-packard development company, L.p. the information contained herein is subject to change
without notice. the only warranties for hp products and services are set forth in the express warranty statements
accompanying such products and services. nothing herein should be construed as constituting an additional
warranty. hp shall not be liable for technical or editorial errors or omissions contained herein.
6 back Skip to next chapter forward contentS > how we taLk
How we talk 4.0
The way we express ourselves is a reflection
of our brand. Our positioning, messaging,
voice and copy must be clear and consistent
in all our communicationsboth to customers
and to ourselves. This helps us stand out
from our competitors, and builds loyalty
with customers who share our point of view.
Click. Print. Enjoy.
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
4.0 how we talk 68
4. creating copy 69
brand positioning 70
Messaging 71
Voice and tone 72
building connections 73
4. the company name 74
4.3 product names 75
4.4 caps and punctuation 76
4.5 editorial style sheet 78
We use voice, tone and customer needs as
filters to create copythe words we use to
communicate with our customers, partners,
investors and each other.
contentS > how we taLk > creatinG copy
Voice and tone
how we say it
Customer needs
what we satisfy
Brand promise
what we stand for
Positioning
what we do
Messaging
what we say
Copy
the words we use
Creating copy 4.1
70 forward back Skip to next chapter contentS > how we taLk > brand poSitioninG
Simplifying your technology experiences
Our company-wide positioning:
it takes products and
services like oursones
that are sophisticated and
powerfulto make the
overall experience more
simple and manageable.
Simplifying expresses
how customers benefit
from our technologies,
products and services.
the idea of simplifying
applies to the experiences
customers have with our
technologynever the
technology itself.
hps unique opportunity
for differentiation is
in emphasizing the
experiences we deliver
through our products
and services.
Brand positioning 4.1
What we do
Positioning is the tool we use to express what
we would like to be known forthe things
that HP doesand how we want customers
to think and feel about us. Our company-wide
positioning reflects both our unique focus and the
value and benefit we provide to our customers.
It differentiates us from our competition. And it
creates a basis upon which all of our business
groups can layer their specific positioning and
messaging platforms.
Positioning is used internally as a basis for
messaging. While our company-wide positioning
will evolve over time, it will always align directly
with our brand promise of We can help you
do that. Our brand promise focuses on
the results customers can achieve with HP
technology, not the technology itself.
7 forward back Skip to next chapter contentS > how we taLk > MeSSaGinG
as a world-leading information technology company, hp applies new thinking and ideas
to create more simple, valuable and trusted experiences with technology. our focus is to
continuously improve the way our customers live and work through technology products
and services, from the individual consumer to the largest enterprise.
Simple
Making information technology simpler
to use and manage to give you the freedom
to focus on what matters most to you.
Valuable
delivering experiences that customers
find truly valuable to give you the ability
to achieve results that count.
Trusted
engineering reliable products and services
that are trusted by more customers to give
you the confidence to do what you want to do.
Messaging 4.1
What we say
Messaging is the first step in translating our
company-wide positioning into a conversation
we have with our customers, prospects, investors
and each other. Each business group uses
messaging to relate our positioning uniquely
to its customers.
Three conceptssimple, valuable and trusted
guide how we speak about HP as a company,
and influence the way our business groups
develop messaging for their products and
services. These concepts are not applied
literally, word for word, but are used as
a creative springboard to inspire copy, PR
and advertising, and business group product
and services messaging.
7 forward back Skip to next chapter contentS > how we taLk > Voice and tone
Our voice is inspired.
we differentiate ourselves with innovative perspectives, insights and unexpected value. we convey
these ideas through a voice that is fresh (creating visions of new possibilities for customers) and
pragmatic (grounded in what customers really want to do).
were confident in our ideas and the thinking behind them. were succinctgiving customers a
quick, sufficient understanding of an ideabut we also reveal the deeper thinking when appropriate.
Our voice is genuine.
our voice is approachable. we talk about customers and their goals first, technology second.
we use a conversational tone that is person-to-person, not corporation-to-customer.
we express our open and positive outlook through a balance of friendliness and pragmatism.
we dont create unrealistic visions. our voice is grounded in the concrete benefits our solutions
offer and in what our customers want to achieve.
Our voice is trusted.
we dont rely on vague statements, industry buzzwords or technical jargon. our products have
genuine value. we communicate this clearly and honestly.
Quality is the foundation of everything we do. it permeates the products, services and solutions
we design, the experiences people have with our technology and even the way we talk.
to communicate this, we speak conversationally but correctly.
Voice and tone 4.1
How we say it
Our voice is the way we use words to express
our personalityhow we talk to each other
and to our customers. Our tone helps us find the
most appropriate spirit in which to convey our
messagesfrom inspirational to informational.
In alignment with our brand character, our voice
and tone are inspired, genuine and trusted.
We use messaging to determine what we want
to talk about, and we use voice and tone to
create the actual copy.
73 forward back Skip to next chapter contentS > how we taLk > buiLdinG connectionS
How do we simplify
our customers experiences
with technology?
with what kind of product
or service?
what does this enable customers
to achieve or accomplish?
what are compelling
examples of this?
Brand promise
we can help you do that.
Company- wide positioning and messaging
hp is simplifying your technology experiences.
Business group/segment messaging
Let me tell you more...
Business group/segment value proposition
the unique benefts hp offers customers
Building connections 4.1
To align business group messaging with our
company-wide positioning and messaging, we
need to build connections between how we talk
about our products and services and how we
express our brand.
The company brand name
our company brand name is hp, regardless of the typeface in which it appears. it is registered
in most countries as a trademark and/or service mark.
when referring to our products and services, always use the company brand name as an
adjectivefor example, hp computers, hp support services and hp LaserJet printers.
Capitalization
the company brand name must be written in uppercase and appear in the same typeface
as the rest of the text. the only time that hp will not be capitalized is when it appears in
the hp.com urL, the hp invent logo and the Stretchin these cases it should appear in
the lowercase as hp.
the company brand name:
hp is always capitalized:
contentS > how we taLk > the coMpany naMe
The company name 4.2
The company trade name
the company trade name of the u.S. parent corporation remains hewlett-packard company,
regardless of the typeface in which it appears. it is always used as a noun. while each
subsidiary has its own company trade name (e.g., hewlett-packard Ltd. in the u.k.), the parent
and subsidiary companies are usually referred to simply as hewlett-packard. when we refer
informally to the company, hp is preferred.
Treatment
whenever the company trade name is used in text, the word company must be spelled
out in full; it may not be abbreviated. when used in editorial text, such as a press release,
the company name may be abbreviated to hewlett-packard or hp. it must appear in the same
typeface as the surrounding text.
the company trade name:
hp
hp is the leader in digital photography.
hewlett-packard company
exceptions:
www.hp.com
the company brand name (hp) should be a part of all product,
service and solution names and product numbers. hp is set
in uppercase with a minimum of one-half character space
between hp and the product number or name. the only
exceptions to this are product names consisting of two or three
letters, such as hp-ib or hp-hiL, where a hyphen is permitted
between the company initials and the letters that follow.
Capitalization
hp is capitalized in all product, category, solution and service
names. do not bold or italicize the hp in a product name.
hp product names are not inter-capped unless they are
trademarked (e.g., hp LaserJet 5200 color printer). because
names can be considered trademarks or service marks, they
must be reviewed and approved in accordance with company
standards.
Descriptors
all product and service names should include a descriptor,
such as notebook pc, to help customers identify, select and
purchase.
product names
product series
hp Storageworks enterprise Virtual array 4000
hp business inkjet 2300dtn color printer
hp pavilion dv5000t notebook pc
hp openView Management Software
hp 27 black inkjet print cartridge
hp Storageworks array systems
hp officejet printers
hp pavilion dv5000 series notebook pcs
contentS > how we taLk > product, SoLution, SerVice and cateGory naMeS
HP product, solution, service and category names 4.3
hp digital photography
hp mobility architecture services
categories
our capitalization and punctuation rules follow standard
practices. these rules help create communications that feel
natural to all of our audiences. these standards apply to all
hp communications.
body/editorial text
all complete sentences start with an initial capital letter and
end with appropriate punctuation. all proper nouns and
acronyms are capitalized everywhere they appear.
Titles
Generally the first word in a title should always use an initial
capital letter and the rest of the title should be lowercase.
however, when elements in a title require extra emphasis or
function as a proper noun, those words in the title can be
initial-capped.
Headlines and subheads
the first word in a headline or subhead should always use an
initial capital letter. capitalize the first word, and any proper
nouns, titles or acronyms only. if a headline or subhead is a
complete sentence, it should end with appropriate punctuation.
if a headline or subhead is not a complete sentence, then it
should not include end punctuation (e.g., a period).
run-in subheads
the first word in a headline or subhead should be capitalized.
if a run-in subhead is a complete sentence, it should end with
appropriate punctuation. if it is not a complete sentence, it
should not include end punctuation (e.g., a period).
body/editorial text
titles
headlines and subheads
run-in subheads
at hp, our team of 65,000 services professionals is
focused exclusively on helping you increase the value of
your it investment while delivering measurable business
value for every it dollar you spend. Simply put, hp has
proven experience in linking business and it so that they
work together to fuel your success.
Making digital imaging simple
we make digital imaging simple.
digital imaging
Global citizenship and the hp Standards of business conduct
HP simplifies your technology experiences.
this expresses how customers benefit from our technologies,
products and services.
Digital photography. provided in this kit are guidelines about
hps digital photography product design specifications.
hp digital photography
hp Security analyst Meeting
contentS > how we taLk > capitaLization and punctuation
Capitalization and punctuation 4.4
bulleted text
the first word after a bullet point or sub-bullet point should
always use an initial capital letter. punctuate the bulleted text
according to standard punctuation rules: a complete sentence
requires a period, whereas a phrase does not.
Proper names, names of countries and cities,
and calendar headings
always use capital letters for the first letter of proper names,
proper nouns (including internet), names of countries and
cities, and calendar headings. abbreviations for places (such
as u.S.) should maintain periods for clarity.
Table, chart and graph headlines
all table, chart and graph headlines should use initial capital
letters. punctuate the text according to standard punctuation
rules.
Commas
do not use a serial comma (i.e., a comma before and or
or in a simple series of three or more items). when one
or more items in that series also contains the word and
or or, a serial comma can be used to help aid readability.
Colons
in body text, capitalize the first word following a colon
if what follows is a complete sentence. otherwise, use
lowercase. in headlines or subheads, do not capitalize
the first letter following a colon.
Em dash
use a solid em dash () to indicate a break in thought.
do not replace an em dash with a hyphen or two hyphens
(--). do not add spaces to either side of the em dash.
bulleted text
proper names, names of countries
and cities, and calendar headings
table, chart and graph headlines
digital imaging is fun.
enhanced capabilities

automatic zoom lens

4800 dpi
the hp e-inclusion initiative brought internet
connectivity to remote villages in india.
HP Photosmart r707 Digital Camera
Features benefits
4800-dpi resolution true-to-life color
21x total zoom auto focus for close-ups and panoramics
1.5-inch Lcd screen immediately share, store or delete photos
contentS > how we taLk > capitaLization and punctuation
Capitalization and punctuation 4.4
to ensure greater consistency across all hp communications,
refer to this style sheet for guidance on spelling and treatment
of commonly used words and phrases.
ampersand (&)
do not use an ampersand as a simple substitute for the word
and. use it only for proper names (e.g., procter & Gamble).
Numbers
in body text, spell out numbers one through ten; use figures for
11 and above. in charts, graphs and tables with limited space,
figures are acceptable for all numbers.
Prefixes
to aid readability, hyphenate words beginning with common
prefixes such as multi-, non-, pre-, and co- (e.g., multi-platform,
non-standard, pre-approved, co-author).
apostrophes
do not use an apostrophe in the plural form of an acronym or
abbreviation (e.g., pcs not pcs and Skus not Skus). do not
use an apostrophe before the s in decades (e.g., 1990s not
1990s). also remember, the contracted form of it is is its,
and the possessive form of is its.
acronyms
in general, spell out a term on the first reference, followed by
the acronym in parentheses. you may use the acronym alone
on subsequent references.
all-in-one (not a product name)
backup (noun, adj.)
back up (verb)
business-to-business (b2b)
cd-roM, cd-roMs
client/server
easy-to-use
e-business
e-commerce
e-mail
end-to-end
end-user (adj.)
end user (noun)
everyday (adj.)
every day (noun)
extranet
high-tech (adj.)
high tech (noun)
homepage
hp (except in logo, hp.com urL
and the Stretch)
htML
industry-standard
internet
intranet
know-how
Linux
log-in (noun, adj.)
log in (verb)
log-on (noun, adj.)
log on (verb)
market share
medium-size businesses
mission-critical
next-generation (adj.)
offline
on-demand (adj.)
one Voice
online
on-screen
point-and-click
point-of-sale (poS)
pop-up window
print-out (noun)
process ease-of-use
pull-down menu
real-time (adj.)
real time (noun)
redesign
roit
scalability
scalable
small and medium-size
businesses (SMb)
storytelling
straightforward
supply-chain (adj.)
supply chain (noun)
third-party (adj.)
timeline
trade show
true-to-life
unix
usable
user-centered (adj.)
voicemail
web
web-based
web page
website
workflow
workstation
world-class
world wide web
Commonly used words:
contentS > how we taLk > editoriaL StyLe Sheet
Editorial style sheet 4.5
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
4.0 how we talk 68
5. copyright 80
General information on acknowledgments:
http://legal.hp.com/patenttm/tm_info.htm#trademark
HPs acknowledgment policy for other
companies trademarks:
http://legal.hp.com/patenttm/tradeack.htm
1. hp generally does not use acknowledgments with its own trademarks (this includes
symbols, such as or , and legends such as hp is a trademark of hewlett-packard
company). an exception is the corporate hp invent logo, which carries a symbol.
2. hp generally does not acknowledge other companies trademarks. the trademark
acknowledgment list (posted at http://legal.hp.com/patenttm/tradeack.htm)
identifies those few trademarks hp has elected, for good cause, to acknowledge on
an ongoing, companywide basis. you should acknowledge these trademarks in the
format shown. Good cause usually requires a written acknowledgment provision that
is part of a larger commercial agreement. hp avoids these provisions where practical.
3. from time to time it may be expedient to include an acknowledgment in a joint press
release or some other form of joint promotional material, as a courtesy. this may be
done informally, for a limited time, at hps discretion, and not as the subject of an
agreement or obligation to do so.
4. hp may also receive user documentation, camera-ready artwork or other material
designed for reproduction and distribution that includes trademark acknowledgments.
these materials may be reproduced and distributed without altering embedded
trademark acknowledgments.
5. Generally speaking, it is neither necessary nor appropriate to approach another
company for guidance on whether or how to acknowledge its trademarks.
6. trademark symbols are customarily applied the first time the trademark appears in
a publication, using the format provided in the list. acknowledgment legends may
be collected and placed in any reasonably visible location (e.g., at the bottom of
the last page of press releases, on the back cover of sales literature, at the end of
articles, in a software about box, via a link to legal notices on a web page, in
a footnote beneath the first reference to the trademark).
7. you do not need to and should not include a general form acknowledgment such
as other trademarks are property of their respective owners.
contentS > LeGaL and tradeMark inforMation
Legal and trademark information 5.0
use the following standard copyright for all publications, software and media worldwide:
copyright 2006 hewlett-packard development company, L.p.
hp has transferred all of its intellectual property (ip) assets (trademarks, patents,
copyrights, and trade secrets) to hewlett-packard development company, L.p. (hpdc).
all intellectual property (ip) created in the future by hp employees or by hp suppliers
on behalf of hp will be owned by hpdc. hpdc licenses to all other hp entities the rights
to use those ip assets. the main reasons for establishing hps holding company are to
consolidate our ip, to give it greater visibility and to control the transfer of ip out of the
company.
the copyright date should be the year the work was originally published.
the date must not be more recent than the actual year of first publication. forfeiture of
the copyright can result from using too recent a date; if there is doubt, it is better to err
by using a date that is too early rather than one that is too recent.
if a work has been revised, the copyright notice should also include either (i) all the years
in which the work was revised or (ii) the year of the most recent revision, for example:
copyright 1997-2006 hewlett-packard development company, L.p.
copyright 1997, 1999-2001, 2006 hewlett-packard development company, L.p.
copyright 2003, 2006 hewlett-packard development company, L.p.
including all revision years may be appropriate when you want to make it clear that the
work has been regularly revised. the shorter form may be more appropriate when space
for the notice is limited (for example, on a cd).
contentS > copyriGht and LeGaL inforMation > copyriGht
Copyright 5.1
for severely space-constrained works (such as on a roM chip), the word copyright may
be omitted and the name may be shortened to hpdc, for example:
2006 hpdc
for purposes of the year of first publication, publication means any public distribution of
the work. this includes sending software works out for beta testing.
in situations where the correct copyright symbol cannot be reproduced conveniently,
the capital letter c in parentheses is acceptable. in countries that do not belong to the
berne convention, it is uncertain whether the c in parentheses will be accepted as a valid
copyright notice. therefore, the use of over (c) is preferred. if copyright protection is
important in such a country, the copyright symbol should be used.
the word copyright (or its abbreviation copr.) should always be included in the
copyright notice if the c in parentheses is used. it is desirable to include the word
copyright even where the copyright symbol is used.
no other legends or words of warning are required in a copyright notice.
the legend all rights reserved is no longer required.
copyriGht forM
for all publications, always include the following:
the information contained herein is subject to change without notice.
it is recommended that three additional sentences be included in product manuals and
detailed product descriptive collateral:
the only warranties for hp products and services are set forth in the express
warranty statements accompanying such products and services. nothing
herein should be construed as constituting an additional warranty. hp shall
not be liable for technical or editorial errors or omissions contained herein.
additional notices or disclaimers may be required in advertising, marketing collateral,
web pages or other promotional materials for specific products. See examples of such
disclaimers for pSG products at the Legal resource Guide, advertising: product-Specific
disclaimers.
contentS > copyriGht and LeGaL inforMation > copyriGht
Copyright 5.1
pursuant to international trade laws, the country of origin must be marked on parts and
products that are shipped internationally. all hp parts and products, including product
documentation and promotional materials, must be marked as set forth in hps Country
of Origin Marking Policy. country of origin marking requirements apply only to physical
goods that are transported over international borders.
consequently, there is no need to mark product documentation and promotional materials
with the country of origin when they are published on the internet.
all printed product documentation and promotional materials must be marked printed
in [country]. with the exception of materials that are printed in the united States, the full
english name of the country where the materials are printed must be used. the expression
printed in the uS may be used if the materials are printed in the united States.
there is no mandatory location for the printed in [country] notice. it may be located
with other legal notices or in another readily visible location.
hardware and software products must carry the appropriate product of [country]
marking. additionally, hardware and software products that claim the united States
as the country of origin and contain non-uS material must carry the appropriate united
States country of origin statement. in this situation, the proper mark, as dictated by hp
specification 137169, procedure, country of origin encoding, is product of theuS
(includes foreign content).
for more information on country-of-origin markings, access Global trades Country
of Origin web site.
printed MateriaL country of oriGin MarkinGS
back Skip to next chapter forward
Contact information 6.0
contentS > contact inforMation
contact teLephone e-MaiL
visual identity and photography development
ellen Maly 508/467.2377 ellen.maly@hp.com
Copyrights and trademarks
elaine Jansen 281/518.6691 elaine.jansen@hp.com
Tracking and publication numbers
concentra
Mike kern 208/396.3528 mike.kern@hp.com
dana heger 970/898.2494 dana.heger@hp.com
HP CrL image and video library
Judie Lutz 281/514.4799 judie.lutz@hp.com
advertising
Julie haralson 281/927.1046 julie.haralson@hp.com
Ov Training
elaine Jansen 281/518.6691 elaine.jansen@hp.com
HP brand identity strategy
bryan Stahmer 650/857.6540 bryan.stahmer@hp.com
Submit questions about brand
standards and templates via e-mail to
Onevoiceadmin@hp.com or contact
the appropriate person from the list
on the right.
.0 introduction 1
.0 the hp brand 3
3.0 how we look 7
4.0 how we talk 68

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HP brand identity standards

equivalent CMYK equivalent

Colorname WEBSAFE(HEX)equivalent RGBequivalent

futura. for non-Latin languages, use a font with

contentS > how we Look > typoGraphy > LocaLization

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