HP rejected this logo 5 years ago, but they’re using it today

Moving Brands worked together with HP to produce a new identity and logo back in 2011, but things didn’t go quite as they expected. When they paired up in 2008, the HP giant was leading in several services and products: from printing to storage and mobility. But in the five following years, their image began to appear dull to the consumer, which meant it was time for a face change.

The branding company began this project called Human Progress, which would “maximize HP’s opportunities to connect with people” (according to the story). In their new design they kept an angle of 13º, which seems to be the soul of Hewlett Packard’s original logo.

But it seems like it was too soon for sheer simplicity, up until now: HP has released the Spectre 13, and it comes with a brand new logo (no pun intended*).

Bringing the logo back to life is a great decision. The logo, resulting from many years of research, is up-to-date and that is because of Moving Brands’ forward-looking approach and hard work.

Will we be seeing more of this logo on the rest of HP’s products? While it is modern and elegant, it’s not really readable if you don’t know the brand beforehand, so I guess these two will have to coexist for a while for us to get used to it. I wouldn’t mind having the old logo in printers and paper products, but sporting the 13º-angled bars on a high-performance laptop is surely a better design choice. What do you think?

You can see more of their branding and communication projects on their website.

*Pun intended.