HP Brand Standards v103b

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HP brand standards
One Voice
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Vital throughout the world

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HP promises to bring people vital technology for

business and life. To meet that promise we constantly
innovate, working to create intuitive and engaging
technology that genuinely improves people’s businesses
and truly enriches their lives. Our revitalized brand
expresses our promise with new dynamism and
intelligence—it communicates all of our energy, talent
and optimism to the world.
> Contents v back | forward k j Skip to next chapter iii
HP brand standards: contents

If you want a basic overview of our brand strategy and its core elements,
read A company and a brand, energized and Our look and feel, then
use the navigation in the upper left-hand corner of the pages to jump to
the introductory page for each core brand element. The table of contents
in each section is also hyperlinked for easy navigation.
Introduction i Core brand elements 14 04 Illustration 43 07 Color 63

01 Composition 15 Introduction 44 Introduction 64
How to use these standards iv Asymmetry and geometry 16 Unacceptable usage 45 Color palette 65
Dynamic composition 17 Product line drawing 46 Print specifications 66
A company and a brand, energized 1 The grid 18 Icons 47 Web and screen specifications 67
Grid scaling 19 05 HP invent logo 48 08 Typography 68
Our look and feel 9 Composition structure 20 Introduction 49 Introduction 69
Using filled gutters 21 Scale and sizing 50 Size and distances 70
02 Photography 22 Color and imagery 51 Localization 71
Introduction 23 Placement and clear space 52 Usage 72
People 24 06 +hp graphic device 53 Tables, charts and graphs 73
Products 26 Introduction 54 09 Approach to content 74
Products in an environment 29 Scale and size 55 Tone of voice 75
Products and people 31 Frequency 56 The company brand name 76
Instructional photography 33 Color 57 The company trade name 77
Supporting imagery 34 +hp = everything is possible 58 Product names 78
Scaling and cropping 36 Unacceptable usage 59 Capitalization and punctuation 79
Combination of images 38 you+hp graphic device 60 Editorial style sheet 81
03 Graphics 41 you+hp: size, scale and placement 61
Use of graphics with images 42 you+hp: translation 62 Legal and trademark information 82
Contact information 83
> Contents v back | forward k j Skip to next chapter iv
How to use these standards
These standards provide an introduction to our look and Map of HP brand standards, by category
feel, a summary of our business and brand direction, and
a discussion of our identity system’s core elements.
HP brand standards
Do you need to create a new communications piece?
Step 1: First, read these standards in full to better understand our

core brand elements.
Step 2: To learn how to apply those brand elements, read the

specific standards and the template user guides for your Action advertising POS standards Collateral standards
type of communications piece (e.g., collateral, point-of-sale, standards
action advertising, interactive advertising, event signage jDownload jDownload jDownload
and collateral).
Step 3: Select and download the appropriate template for your

communications piece from
http://h30060.www3.hp.com/onevoice.
Event signage and Interactive advertising Additional categories
collateral standards standards created as needed
Do you have a special need that is not met with the jDownload jDownload
existing templates?
If you need to create a unique communications piece because
the template does not satisfy your communications goals, you
must receive approval from Ellen Maly at HP Global Brand and
Communications before initiating design. If granted approval, read
these guidelines in full before creating your communications piece.
> Contents v back | forward k j Skip to next chapter 1
A company and a brand,

energized
Beginning now, HP—the original company of inventors— > How to use these standards
will work on a greater scale and speak with greater boldness > A company and a brand, energized
than ever before. > Our look and feel
> Core brand elements
> Legal and trademark information
> Contact information

> Contents > A company and a brand, energized v back | forward k j Skip to next chapter 2
HP now takes its place as the world’s leading

technology solutions company.
We are broader and deeper than IBM and Sun
and Dell and Sony and Epson.
HP delivers more.
We believe customers shouldn’t have to choose between
innovation and price, functionality and simplicity, stability
and agility, affordability and high customer satisfaction.
We don’t compromise.
Enjoy more. Get more. Demand more.

For a new generation of consumers who For small and medium-size businesses that For the world’s most exacting CIOs
want to enjoy more of life, we will become want to get more from their technology and enterprises, we will be the partner
as exciting as Sony by creating simple and investments, we will compete as aggressively who enables them to demand more
rewarding technology experiences that on price as Dell while offering superior than IBM can deliver, providing better
are innovative, intuitive and empowering. reliability, service and support, and accountability, agility and return on IT.
local expertise.
And to our customers in all of these segments,

we promise vital technology for business and life.
Vital technology is innovative, relevant, intuitive
and rewarding.
It brings proficiency and delight to a billion
people on the planet every day.
It’s time to inspire all of our customers, all around the world,
with the new HP.
All we have to do is tell the truth.
Speak boldly. Show our customers a character that can
be both trusted and enjoyed—a character that is:
Optimistic. Dynamic. Human. Inventive.Trustworthy. Quality-driven.
With our integrated yet flexible identity system, we can adapt
our brand’s message to each of our customer segments, and
speak to them directly and persuasively about all that HP offers.
Open their eyes to all that we’ve become.
Communicate our bold new energy to the world.
Our brand strategy
What HP stands for Invent

Technology applied to make a meaningful difference.
Our brand promise Vital technology for business and life

• Because it makes a real contribution—and you can’t imagine working • Because it’s fully woven into business and life—it empowers.
or living without it. • Because it’s built on the belief that technology should be
• Because it’s been invented by people with deep technical prowess and for everyone.
know-how and a proven track record.
Our character Optimistic Dynamic Human Inventive Trustworthy Quality-driven
Our differentiators Collaborative relationships Our people Our technology

We build honest, collaborative We’re technology experts you can We create inventive technology solutions—
relationships—with you and our trust to go the extra mile. We make built to meet real human needs and
partners—that you benefit from. technology work for you. integrated with the whole system in mind.
Global reach Global citizenship

We operate everywhere our We believe our purpose is not just
customers live and work. about profit, it’s about contribution.
We uphold the highest standards
of global citizenship in everything
we do.
The benefits we offer Reliability Choice and flexibility Reduced complexity and simplified use Superior return on technology
to our customers as We are reliable in everything we do— We give customers true choice—in We offer solutions that take the hassle We aim to help people get more
our products, our promises and our how they work with us, how they buy and complexity out of using, deploying out of technology—to reduce the
the leading technology
performance. from us and what they buy from us. and managing technology. initial cost as well as the total
company cost of ownership.
Our job as communicators is to make these qualities real

at every touchpoint of the brand.
We must create a true 360° brand experience—
from advertising to customer support to point-of-sale.
And we must speak through all our communications
with one integrated voice.
experienced by custo
HP is mer
How s
World-stage Our work in

events the community
The way
How we
products
market
segment brand p look and
directly tomer osi
tio work
s
Cu ice consiste
n
e V o n
On cy
nd strategy
Our retail Bra Ads on TV,
presence magazines,
billboards
HP
brand promise
Post-sale How sales

support B us y teams act
i n e ss st r ate g
Executive How we answer

behavior the phone
Our
corporate The online
look and feel experience
Our look and feel
Dynamic, fresh, clear, strategic. Our look and feel drives a bold > How to use these standards
new approach to communications—communications that catch the > A company and a brand, energized
attention, deliver a compelling message and create the experience. > Our look and feel
> Core brand elements

The following pages show our look and feel in action.
> Legal and trademark information
> Contact information

> Contents > Our look and feel v back | forward k j Skip to next chapter 10
A brand with unlimited potential

Aspiring to a more rewarding customer experience

A navigable world of motion and sound

www.hp.com/hpinfo/newsroom/hpads/2002/flash.html
Making the HP experience more powerful than ever before

Core brand elements
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Giggle.
From photography to typography, color to graphics, our core brand > How to use these standards
elements are our tools for creating communications that consistently > A company and a brand, energized
and powerfully express our identity. These elements are bolder, more > Our look and feel
dynamic and more versatile than ever before. > Core brand elements > 01 Composition 15
While these standards ensure consistency, flexibility is built in > Legal and trademark information > 02 Photography 22
so that we can solve, directly and practically, our most pressing > Contact information > 03 Graphics 41
business needs. > 04 Illustration 43

> 05 HP invent logo 47
This is a guide not only of parameters, but of inspirations.
> 06 +hp graphic device 52
It examines all the possibilities of this great, enduring and
> 07 Color 59
energized brand.
> 08 Typography 64
> 09 Approach to content 70
> Contents > Core brand elements v back | forward k j Skip to next chapter 15
01
Composition > How to use these standards
> A company and a brand, energized
Dynamic and asymmetric, our compositional style is built upon > Our look and feel
an underlying modular grid. This style lends itself to creating fresh > Core brand elements > 01 Composition 15
solutions to everyday communications problems—whether we’re > Legal and trademark information > 02 Photography 22
creating a text-rich brochure or a 3D trade show environment. > Contact information > 03 Graphics 41
> 04 Illustration 43
It helps us easily prioritize and organize information in meaningful
ways for our customers.
It gives our designs a powerful sense of energy and movement. > 07 Color 60
And it generates a consistent, modern, and vital look and feel. > 08 Typography 65
> Contents > Core brand elements > Composition v back | forward k j Skip to next chapter 16
Asymmetry and geometry
While our compositions and 3D environments are Asymmetry and geometry

Messaging text 22pt describes high-level
product positioning and customer benefits.
Type is in the dominant color. Adfabilis agri
colae ton incre dibiliter fortiter vocificat gulosus
Messaging text 22pt describes high-level
product positioning and customer benefits.
Type is in the dominant color. Adfabilis agri
colae ton incre dibiliter fortiter vocificat gulosus
give our communications umbraculi, utne bells fiducia ricolae incred umbraculi, utne bells fiducia ricolae incred
clearly based on a geometry of right angles and dynamism and consistency. Agenda
biliter fortinue bium santet utilitas umbraculi,
semper zothe cas div inus sene sceret agnascor.
Body text describes product benefits and can touch on

features. It is 9 point size and should be no longer
than 3000 characters. If you are creating the original
Headline 9pt
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biliter fortinue bium santet utilitas umbraculi,
semper zothe cas div inus sene sceret agnascor.
Time
0.00pm - 0.00pm
Monday, date
Title of Session Location

Time
0.00pm - 0.00pm
Monday, date
Title of Session Location
straight lines for structure and consistency, we use

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magna aliquam erat volutpat. At vero eos et accusam Title of Presentation Title of Presentation
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et justo duo dolores et ea rebum. clita kasd gubergren.
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facilisis at vero erodio raesen. Ut wisi enim ad minim veniam, quis nostrud exerci
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tation ullamcorper suscipit lobortis nisl ut aliquip exna
Duis autem vel eum iriure dolor in hendrerit in vulpu- Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer
aliquam erat volutpat. Ut wisi enim ad minim veniam,
Other information can go here. Lorem ipsum dolor sit amet, con-
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asymmetry to give them energy, movement and

veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut nulla facilisis at vero erodio dignissim qui blandit adipiscing elit adipiscing elit
aliquip ex ea commodo consequat. praesent lumet, consect etuer adipiscing elit, sed diam • Bullets provide an opportunity to highlight important
nonummy nibh euismod tincidunt ut laoreet dolore pieces of information (9 pt). Lorum ipsum etalis. 0.00pm - 0.00pm Reception and Dinner: Location 0.00pm - 0.00pm Reception and Dinner: Location
magnai blandit praesen. Keynote: Speaker Name, Title Keynote: Speaker Name, Title
• Bullets have an indent that is created in Quark by
Headline 14pt using the Command + back slash key. The tab is cre-
ated in the Bullets style sheet. Ipsumit lorimis epitalia
Veniam, quis nostrud exerci tation ullamcorper suscipit
adeso.
lobortis nisl ut aliquip ex ea commodo consequat. Time Monday, date Time Monday, date
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tate velit esse moderni consequat, vel illum dolore eu tate velit esse moderni consequat. Per tutoilis aper- 0.00pm - 0.00pm Title of Session Location 0.00pm - 0.00pm Title of Session Location
feugiat nulla facilisis at villum dolore eu feugiat nulla tos.
facilisis at vero eros et accumsan et iusto odio dignis-
visual interest.
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sim qui blandit praesent luptatum zzril delenit augue adipiscing elit, sed diam nonummy nibh
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adipiscing elit adipiscing elit
laoreet dolore magna aliquam erat volutpat. Veniam, Ut wisi enim ad minim veniam, quis nostrud exerci
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ullamcorper suscipit lobortis nisl ut aliquip e commo- adipiscing elit adipiscing elit
Ut wisi enim ad minim veniam, quis nostrud exerci
HP digital photography
do consequat. Duis autem vel eum iriure dolor tation ullamcorper suscipit lobortis nisl ut aliquip exna 0.00pm - 0.00pm Reception and Dinner: Location 0.00pm - 0.00pm Reception and Dinner: Location
Keynote: Speaker Name, Title Keynote: Speaker Name, Title
Event agenda cover Event agenda interior spread
50%off
mail-in rebate
Purchase an HP Photosmart
digital camera, mail in the rebate,
and save 50%.
($150 U.S. value) with mail-in offer. Offer good

1/5/03 – 3/29/03. For more information, take
a mail-in rebate form.
POS lug-on
Ten happy toes.

One HP digital camera.
Count on getting sandy.
POS poster POS poster
Rather than centering text

and graphics in the middle To learn more about HP’s offering, visit www.hp.com.
of the page, or balancing them © Copyright 2003 Hewlett-Packard Development Company, L.P. The information contained herein is
subject to change without notice and is provided “as is” without warranty of any kind. The warranties
for HP products are set forth in the express limited warranty statements accompanying such products. Noth-
ing herein should be construed as constituting an additional warranty. HP shall not be liable for
technical or editorial errors or omissions contained herein.
evenly on opposite sides of the

5981-2191EN, 07/2003
page, we place design elements

(some more dominant than
others) asymmetrically on
the grid. The business of IT
Adaptive computing and your company
The business of IT
Adaptive computing and your company
To learn more about HP’s offering, visit www.hp.com.

© Copyright 2003 Hewlett-Packard Development Company, L.P. The information contained herein is
subject to change without notice and is provided “as is” without warranty of any kind. The warranties
for HP products are set forth in the express limited warranty statements accompanying such products. Noth-
ing 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
Asymmetrical layout Symmetrical layout

Creating a dynamic composition
The proper combination of rest space and active North America POS poster = Active space
Acceptable balance of rest
space creates an organized and dynamic page and active space = Rest space
composition.
Rest space—whether it’s white space or a color
field—provides a visual pause from content such as
text and photography, making these elements more New friends, new job, new school. New
e friends, new e job, new
e school.
prominent. The ratio of rest space to active space Your first date. There’s more to life Your first date. There
r ’s more to life
f
than you can ever grasp, but at least than you can everv grasp, but at least
will depend on what’s being designed, but the with HP you can exceed your reach. with HP you can exceed
x your reac
r h.
goal should always be to create communications
pieces that are clear and dynamic. Optional text 29pt directs people to an HP area of the store. Optional text 29pt directs people to an HP area of the store.
This poster shows a good balance of rest space

and active space.
= Active space
North America POS poster
Unacceptable balance of
rest and active space = Rest space
New friends, new job, New friends, new job,

new school. Your first new school. Your first
date. There’s more to life date. There
r ’s more to life
f
than you can ever grasp, than you can ever
v grasp,
but at least with HP you but at least with HP you
can exceed your reach. can exceed
x your reac
r h.
HP iPAQ 123 with color LCD HP iPAQ
P 123 with color LCD
This poster shows a poor balance of rest space

and active space and would be improved with
a different layout, allowing for greater rest space.
The grid
Width (value W; 8.5" in this case)
HP communications are based upon a simple grid Letter-size grid (8.5" x 11")
of squares that helps structure content and create

Border (value B)
consistent, effective communications. The HP design The1/4-inch border
(approximately 3% of W)
templates are constructed in accordance with this extends around all four
sides of this grid, supplying
grid. If you have a communications need that is not a framework for the content
covered by a template, refer to the following pages and images.
to create a proper grid for your design. Remember,

you must get approval for all non-template designs. Headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Veniam, quis nostrud exerci tation ullamcor-
per suscipit lobortis nisl ut aliquip ex ea commodo conse-
Gutters (value G)
with big idea in the quat. Duis autem vel eum iriure dolor. These1/8-inch gutters
Columns In hendrer
r it in vulputate velit esse molestie consequat,t (50% of B) provide an
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important visual pause by
The page is divided into squares arranged in an odd number this case PMS 152cv.
ullamcorper suscipit lobortis nisl ut aliquip e commodo
consequat. Duis autem vel eum iriure dolor in hendrer r it e creating white space
in vulputate velit esse. Viritus adeso perche tutiie.
of columns. The number of columns varies depending on the Body text can discuss market needs and customer
Headline 9pt
between images, color
problems, describe a strategic initiative, product, service blocks and columns of text.
size of your communications piece. or solution, touch on key features and benefits, price/
performance, TCO and ROI, and point out the key
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nissim qui blandit praesent luptatum zzril delenit augue
duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
differentiators of our product/service/solution/strategy
amet, consectetuer adipiscing elit, sed diam nonummy
(why it’s better than our competitors’ offering). If you
Border and gutters are creating the original piece in English, always allow
a minimum of 30% extra space for expansion with
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erat volutpat. At vero eos et accusam et justo duo dolores
A consistent border normally surrounds the composition, and language translation. (9 pt) Lorum ipsum illius aperto.
et ea rebum. Stet clita kasd gubergren.
Columns
“Pull quote contains Duis autem vel eum iriure dolor in hendrer r it in vulputate
Ut wisi enim ad minim veniam, quis nostrud exerci tation
This 8.5" x 11" page is divided
gutters of narrow white spaces separate text, images and colors a customer quote,
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nulla facilisis at vero eros et accumsan velit esse molestie
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erat volutpat. Ut wisi enim ad minim veniam, quis nostrud into a five-column grid.
selling point or key exerci tation ullamcorper suscipit lobortis nisl ut aliquip
inside the grid. The border can disappear when the design customer benefit
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vero erodio dignissim qui blandit praesent lumet, con-
ex ea commodo quat. Duis autem vel eum iriure dolor
invulputate velit esse molestie conseq.
and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis-
calls for extending an image or color field to the edge of the dominant color.
mod tincidunt ut laoreet dolore magnai blandit praesen.
This block of copy

composition (e.g., a full-bleed print sample or trade show Headline 14pt
should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit
panel). Depending on the size of the piece, the bottom row than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis
in length.” John Doe, autem vel eum iriure dolor in hendrer r it in vulputate velit
esse molestie consequat,t vel illum dolore eu feugiat nulla
of squares may be truncated. In that case, the remaining Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit
space should be left unfilled as rest space. praesent luptatum zzril delenit augue duis te feugait—
fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor
sit amet, consectetuer adipiscing elit, sed diam nonummy
Suggested page division

When creating a communications piece with multiple pages Bottom row
4
or a series of panels, posters or banners, it’s often helpful These incomplete squares
are left as unfilled visual
to select a common page-division line. This division enables rest space.
strong visual alignment and consistent placement of content,
Messaging text 22pt contains a big idea, key
imagery and rest space. Many collateral and POS templates

Chart text header
Chart text describes chart contents.
differentiators or customer quote. Text is in the
Chart text header w/rule Disk Array Capacity Type Function
dominant color. Lorem ipsum dolor sit amet, 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
consectetuer adipiscing elit, sed diam nonummy xp512

xp7124
92.6 TB
92.6 TB
18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
48 GB 15k rpm FC disks and 73 GB 10k rpm FC disk
Closed
n/a
nibh euismod tincidunt ut laoreet dolore magna HP Product name HP Surestore Business Copy XP
HP Surestore Direct Backup Engine TL
HP Surestore gigabite fun drive 2.0
aliquam erat volutpat. Ut wisi enim ad minim.
already contain a consistent page-division line.

HP Product name 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
1. Callout describes product feature

Headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam
or benefit. Lorum ipsom vero quorio 1. HP Product name 14pt Body text can discuss market needs and customer nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Veniam, quis nostrud exerci tation ullamcor- qui blandit praesent lumet, con itu
problems, describe a strategic initiative, product, service erat volutpat. Veniam, quis nostrud exerci tation ullamcor-
per suscipit lobortis nisl ut aliquip ex ea commodo conse- setuer adipisci elit pirum ellius tilum or solution, touch on key features and benefits, price/ per suscipit lobortis nisl ut aliquip ex ea commodo conse-
with big idea in the quat. Duis autem vel eum iriure dolor. ipus lorum ipsus etal vergamo. performance, TCO and ROI, and point out the key quat. Duis autem vel eum iriure dolor.
Suggested page-division line

2. Ais pretosius rures lucide cor-
In hendrerit in vulputate velit esse molestie consequat, In hendrerit in vulputate velit esse molestie consequat,
rumperet vix verecundus catelli.
Agricolae suffragarit catelli—
are creating the original piece in English, always allow
wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip e commodo Cathedras divinus fermentet. ullamcorper suscipit lobortis nisl ut aliquip ea commodo
this case PMS 152cv. consequat. Duis autem vel eum iriure dolor in hendrerit e
language translation. (9 pt) Lorum ipsum illius aperto.
consequat. Duis autem vel eum iriure dolor hendrerit in
vulputate velit esse. Puisitus adesso tentti.
Body text can discuss market needs and customer
problems, describe a strategic initiative, product, service
Headline 9pt “Messaging text 17pt contains a big idea Headline 9pt
Nulla facilisis at vero eros et accumsan et iusto odio dig- Nulla facilisis at vero eros et accumsan et iusto odio dig-
or solution, touch on key features and benefits, price/
nissim qui blandit praesent luptatum zzril delenit augue or customer quote. Text is in the dominant nissim qui blandit praesent luptatum zzril delenit augue
duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy color. Tathedras celeriter misce pretosius amet, consectetuer adipiscing elit, sed diam nonummy
apparatus bellis. Peritus lorum ipsom etal.” nibh euismod tincidunt ut laoreet dolore magna aliquam
et ea rebum. Stet clita kasd gubergren. John Doe, Manager et ea rebum. Stet clita kasd gubergren.
Ut wisi enim ad minim veniam, quis nostrud exerci tation Ut wisi enim ad minim veniam, quis nostrud exerci tation
“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
a customer quote,
velit esse molestie consequat, vel illum dolore eu feugiat
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud 2. HP Product name 14pt velit esse molestie consequat, vel illum dolore eu feugiat erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
nulla facilisis at vero eros et accumsan velit esse molestie nulla facilisis at vero eros et accumsan velit esse molestie
selling point or key exerci tation ullamcorper suscipit lobortis nisl ut aliquip exerci tation ullamcorper suscipit lobortis nisl ut aliquip
consequat, vel illum dolore eu feugiat nulla facilisis at consequat, vel illum dolore eu feugiat nulla facilisis at
ex ea commodo quat. Duis autem vel eum iriure dolor ex ea commodo quat. Duis autem vel eum iriure dolor
customer benefit vero erodio dignissim qui blandit praesent lumet, con-
invulputate velit esse molestie conseq. vero erodio dignissim qui blandit praesent lumet, con- invulputate velit esse molestie conseq.
and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis- sectetuer adipiscing elit, sed diam nonummy nibh euis-
mod tincidunt ut laoreet dolore magnai blandit praesen. • Bullets provide an opportunity to highlight important mod tincidunt ut laoreet dolore magnai blandit praesen. • Bullets provide an opportunity to highlight important
dominant color. pieces of information (9 pt). Lorum ipsum etalis. pieces of information (9 pt). Lorum ipsum etalis.
This block of copy Headline 14pt • Bullets have an indent that is created in Quark by using Headline 14pt • Bullets have an indent that is created in Quark by using
should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit Veniam, quis nostrud exerci tation ullamcorper suscipit
the Command + back slash key. The tab is created in the Command + back slash key. The tab is created in
than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis the Bullets style sheet. Ipsumit lorimis epitalia adeso. lobortis nisl ut aliquip ex ea commodo consequat. Duis the Bullets style sheet. Ipsumit lorimis epitalia adeso.
in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla • Duis autem vel eum iriure dolor in hendrerit in vulputate esse molestie consequat, vel illum dolore eu feugiat nulla • Duis autem vel eum iriure dolor in hendrerit in vulputate
Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero velit esse molestie consequat. Per tutoilis apertos. velit esse molestie consequat. Per tutoilis apertos.
facilisis at villum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit eros et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis te feugait— Bel illum dolore eu feugiat nulla facilisis at vero eros et Bel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent praesent luptatum zzril delenit augue duis te feugait—
fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor accumsan et iusto odio dignissim qui blandit praesent
luptatum zzril delenit augue duis dolore te feugait. At fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor
sit amet, consectetuer adipiscing elit, sed diam nonummy luptatum zzril delenit augue duis dolore te feugait. At
vero eos et accusam et justo duo dolores et ea rebum. sit amet, consectetuer adipiscing elit, sed diam nonummy
vero eos et accusam et justo duo dolores et ea rebum.
8 10
The grid: determining the grid for any scale

Deliverable width (value W)
105mm 8.5" 22" 636"
Our goal is to maintain a consistent optical standard Grid scaling

A formula is used to determine Truck graphic
for border and gutter thickness throughout all of our how the border maintains
communications. The standard for borders is not optical consistency from small
to large executions. A border
mathematically constant; it varies within a range value of approximately 3% POS poster
is recommended for most
of 2%–5% (approximately 3% is recommended for communications. Size and
Collateral
printing considerations can
most formats) depending on the proximity of the dictate deviation from this A6 brochure
percentage. The deliverables
piece to its viewer. Smaller pieces tend to require shown in this chart are for
proportionally larger border thickness, whereas exhibit purposes only and are
not to scale.
larger pieces tend to require proportionally smaller
border thickness. 4.8% border 2.94% border 2.8% border 2% border
Border thickness (2% – 5% of W )
Process for determining the grid

Examples of using the process for determining the grid
Step 1: Determine the format width (value W = width of format).
Communications piece A6 brochure Collateral POS poster Truck
This width equals value W, regardless of the scale or size of your piece.
Step 1: Width W = 105mm (4.13") W = 8.5" W = 22" W = 636" (53')
Step 2: Calculate the border thickness (value B = 2% – 5% of W).
(W = width)
Calculate the border thickness (value B) as 2% to 5% of value W
Step 2: Border B = 5mm B = .25" B = .625" B = 13"
(approximately 3% is recommended for most pieces), depending
(B = 2%–5% of W) (4.8% of W) (2.94% of W) (2.8% of W) (2% of W)
on the size of your piece. For example, a graphic on a truck may
use a border value of 2%, while a small A6-format brochure may Step 3: Gutter G = 2.5mm G = .125" G = .3125" G = 6.5"
use a border value of approximately 5%. Also consider the printing (G = 50% of B) (50% of B) (50% of B) (50% of B) (50% of B)
requirements of your piece when determining border thickness. Step 4: Columns 5 5 5 27
Print designs may require at least 3/16" (5mm) of free space
from the media edge for trim.
Step 3: Calculate the gutter thickness (value G = 50% of B).
Calculate the gutter thickness (value G) as 50% of value B.
Step 4: Determine the number of columns (always an odd number).
The columns sub-divide into squares. Be mindful of your legibility
requirements—a higher number of columns will dictate smaller
text and imagery.
The grid: composition structure
Successful communications properly prioritize “Messaging text 29pt contains a

headlines, quotes, photography, color, supporting big idea or customer quote. Text
is reversed to white. Lorem ipsum
text and graphics in order to emphasize information dolor sit amet, sed diam nonummy
nibh euismod tincidunt. Laoreet
hierarchy and generate asymmetry. The resulting dolore magna aliquam erat volut-
pat lorum ipsom.” John Doe, Headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam
with big idea in the
interplay between rest space and active space Amazon Marketing Manager
quat. Duis autem vel eum iriure dolor.
In hendrerit in vulputate velit esse molestie consequat,

dominant color—in
this case PMS 152cv.
consequat. Duis autem vel eum iriure dolor in hendrerit e
Large positioning statements can
be printed in the dominant color,

helps make compositions dynamic and organized
Headline 9pt
or reversed to white against a

rather than crowded or overwhelming.

dominant color field, as long as

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate
they are a minimum 14pt size.
a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
consequat, vel illum dolore eu feugiat nulla facilisis at
Placement of images and graphics dominant color.

This block of copy
Headline 14pt
• 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
Headlines, editorial text and

the Command + back slash key. The tab is created in
than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis
Images and graphics always begin at the top of a grid square

the Bullets style sheet. Ipsumit lorimis epitalia adeso.
in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla • Duis autem vel eum iriure dolor in hendrerit in vulputate
Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero
praesent luptatum zzril delenit augue duis te feugait—
velit esse molestie consequat. Per tutoilis apertos.
Bel illum dolore eu feugiat nulla facilisis at vero eros et

specification lists are all flush-left.
and fill an entire square or number of squares.
Placement of type
Text always hangs from the top of a grid square (although not
necessarily at the top of the composition) and extends down When creating a communications
piece in English, allow a minimum
through as many grid squares as the communications piece of 30% extra space on each page
requires. Text is usually left-justified. for language expansion resulting
from translation.
In compositions with text reversed out of large color fields,
Type should be indented the width
type is left-justified and should be indented the width of a gutter of a gutter space from the edge
space from the edge of the color field. It should also be inset of the color field and from the top
“Messaging text 29pt contains a of the grid square.
the width of a gutter space from the top of the grid square. big idea or customer quote. Text
Translation allowance dolor sit amet, sed diam nonummy
When creating a communications piece in English, allow dolore magna aliquam erat volut-
pat lorum ipsom.” John Doe, Headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam
a minimum of 30% extra space on each page for language

Text always begins at the top

with big idea in the
Amazon Marketing Manager quat. Duis autem vel eum iriure dolor.

dominant color—in
of a grid square, although not
expansion resulting from translation.

Headline 9pt
necessarily at the top of a page.
“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
mod tincidunt ut laoreet dolore magnai blandit praesen. • Bullets provide an opportunity to highlight important
dominant color. pieces of information (9 pt). Lorum ipsum etalis.
This block of copy Headline 14pt • Bullets have an indent that is created in Quark by using
than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis the Bullets style sheet. Ipsumit lorimis epitalia adeso.
Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero velit esse molestie consequat. Per tutoilis apertos.
praesent luptatum zzril delenit augue duis te feugait— Bel illum dolore eu feugiat nulla facilisis at vero eros et
8
Using filled gutters as an organizational element
In a composition, filled gutter lines help create Acceptable usage

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

HP Product name 14pt 2. HP Product name 14pt
Chart header
Chart text header (1.25pt rule) Chart text Capacity Type

HP Product name 22pt
alignment between objects and maintain a

corrumperet vix verecundus catelli.
Agricolae suffragarit catelli—Cathe- Chart header (0.5pt) 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
dras divinus fermentet. Chart text 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
Chart text 92.6 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
3. Ais pretosius rures lucide etali Chart text 92.6 TB 48 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
rumperet vix verecundus catelli and
the Agricolae per adesoon. Chart text header (1.25pt rule) HP Surestore Business Copy XP
4. Octavius, iam fiducia suis etus
consistent line weight. These lines can divide

deciperet incret incret incredibiliter
lascivius zothecas. Aquae Sulis Chart text header (1.25pt rule) Servers Workgroup Midrange High-end Operating system
conubium lorum ipsum.
HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x
and contain information or organize cropped

Body text can discuss market needs and customer Headline 9pt
3. HP Product name 14pt 4. HP Product name 14pt problems, describe a strategic initiative, product, service Nulla facilisis at vero eros et accumsan et iusto odio dig-
or solution, touch on key features and benefits, price/ nissim qui blandit praesent luptatum abril delenit augue
performance, TCO and ROI, and point out the key duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy
(why it’s better than our competitors’ offering). If you nibh euismod tincidunt ut laoreet dolore magna aliquam
or scaled photos. Be sure to offset type from

are creating the original piece in English, always allow erat volutpat. At vero eos et accusam et justo duo dolores
a minimum of 30% extra space for expansion with et ea rebum. Stet clita kasd gubergren.
Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
velit esse molestie consequat, vel illum dolore eu feugiat erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
Callout header Callout describes product features, details or other infor-
nulla facilisis at vero eros et accumsan velit esse molestie exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
mation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
the filled gutter line by the width of at least

consequat, vel illum dolore eu feugiat nulla facilisis at ea commodo quat. Duis autem vel eum iriure dolor diam non ummy nibh euismod tincidunt ut laoreet dolore magna
vero erodio dignissim qui blandit praesent lumet, invulputate velit esse molestie conseq. aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exer-
ci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor
consectetuer adipiscing elit, sed diam nonummy nibh euis-
• Bullets provide an opportunity to highlight important sit amet, consectetuer adipiscing elit. Perche e cosi adesso.
Headline 14pt • Bullets have an indent that is created in Quark by using

one gutter space.

5. HP Product name 14pt 6. HP Product name 14pt lobortis nisl ut aliquip ex ea commodo consequat. Duis Headline 9pt identifies product benefits. Headline 9pt identifies product benefits.
autem vel eum iriure dolor in hendrerit in vulputate velit • Duis autem vel eum iriure dolor in hendrerit in vulputate Body text describes product benefits and can touch on • Indented bullets are used to describe product features
esse molestie consequat, vel illum dolore eu feugiat nulla velit esse molestie consequat. Per tutoilis apertos. features. It is 9 point size. If you are creating the original and support the headline above. (9pt) Highlight
facilisis at villum dolore eu feugiat nulla facilisis at vero piece in English, always allow a minimum of 30% extra features that differentiate the product.
eros et accumsan et iusto odio dignissim qui blandit prae- Bel illum dolore eu feugiat nulla facilisis at vero eros et
space for expansion with language translation. Lorem
sent luptatum abril delenit augue duis te feugait—fruis accumsan et iusto odio dignissim qui blandit praesent lup- • Indented bullets are used to describe product features
ipsum dolor nibh euismod tincidunt ut laoreet dolore
autem vel eum iriure dolor nulla. Lorem ipsum dolor sit tatum abril delenit augue duis dolore te feugait. At vero and support the headline above. (9pt) Lorem ipsum
magna. Lorum ipsum etalius.
amet, consectetuer adipiscing elit, sed diam nonummy eos et accusam et justo duo dolores et ea rebum. Lorem dolor sit amet, consetetur sadipscing elitr, sed diam non-
nibh euismod tincidunt ut laoreet dolore magna aliquam ipsum dolor sit amet, consetetur sadipscing elitr, sed diam • Indented bullets are used to describe product features umy eirmod tempor invidunt ut labore.
Dividing erat volutpat. Veniam, quis nostrud exerci tation ullamcor- nonumy eirmod tempor invidunt ut labore et dolore and support the headline above. (9pt) Highlight
magna aliquyam erat, sed diam voluptua. Stet clita kasd features that differentiate the product and describe Headline 9pt identifies product benefits.
gubergren, no sea takimata sanctus est Lorem ipsum dolor how they benefit the customer. Lorum ipsum etalius. • Indented bullets are used to describe product features
sit amet. At vero eos et accusam et justo duo dolores et ea and support the headline above. (9pt)
In hendrerit in vulputate velit esse molestie consequat, wisi rebum. Stet clita kasd gubergren, no sea takimata sanctus • Indented bullets are used to describe product features
and support the headline above. (9pt) Lorem ipsum • Indented bullets are used to describe product features
Filled gutter lines may be used to organize multiple elements,

enim ad minim veniam, quis nostrud exerci tation ullam- est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit
dolor nibh euismod tincidunt ut laoreet dolore magna. and support the headline above. (9pt)
corper suscipit lobortis nisl ut aliquip ea commodo conse- amet, consetetur sadipscing elitr, sed diam nonumy
quat. Duis autem vel eum iriure dolor hendrerit in eirmod tempor invidunt ut labore et dolore magna
vulputate velit esse. Puisitus adesso tentti. aliquyam erat, sed diam voluptua.
such as silhouetted product photos, and can help structure 6
the space around irregular shapes. Dividing Containing Cropping
Containing
These lines are helpful when containing different design
elements—such as text, tables or charts—and can be used to
emphasize a particular element.
HP Product name 14pt 2. HP Product name 14pt HP Product name 22pt
Unacceptable usage
qui blandit praesent lumet, con itu Chart header
setuer adipisci elit pirum ellius tilum Chart text describes chart contents.
Cropping
2. Ais pretosius rures lucide Chart text header (1.25pt rule) Chart text Capacity Type
Agricolae suffragarit catelli—Cathe- Chart header (0.5pt) 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
dras divinus fermentet. Chart text 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
Chart text 92.6 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
Filled gutter lines offer an elegant way to enlarge or crop

3. Ais pretosius rures lucide etali Chart text 92.6 TB 48 GB 15k rpm FC disks and 73 GB 10k rpm FC disks
the Agricolae per adesoon. Chart text header (1.25pt rule) HP Surestore Business Copy XP
lascivius zothecas. Aquae Sulis Chart text header (1.25pt rule) Servers Workgroup Midrange High-end Operating system
an image. This technique creates an abstract, linear border

HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x
for an object that isn’t completely shown. 3. HP Product name 14pt 4. HP Product name 14pt
Headline 9pt
nissim qui blandit praesent luptatum abril delenit augue
Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
velit esse molestie consequat, vel illum dolore eu feugiat erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
Callout header Callout describes product features, details or other infor-
nulla facilisis at vero eros et accumsan velit esse molestie exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
mation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
consequat, vel illum dolore eu feugiat nulla facilisis at ea commodo quat. Duis autem vel eum iriure dolor diam non ummy nibh euismod tincidunt ut laoreet dolore magna
vero erodio dignissim qui blandit praesent lumet, invulputate velit esse molestie conseq. aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exer-
ci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor
consectetuer adipiscing elit, sed diam nonummy nibh euis-
• Bullets provide an opportunity to highlight important sit amet, consectetuer adipiscing elit. Perche e cosi adesso.

5. HP Product name 14pt 6. HP Product name 14pt lobortis nisl ut aliquip ex ea commodo consequat. Duis Headline 9pt identifies product benefits. Headline 9pt identifies product benefits.
autem vel eum iriure dolor in hendrerit in vulputate velit • Duis autem vel eum iriure dolor in hendrerit in vulputate Body text describes product benefits and can touch on • Indented bullets are used to describe product features
esse molestie consequat, vel illum dolore eu feugiat nulla velit esse molestie consequat. Per tutoilis apertos. features. It is 9 point size. If you are creating the original and support the headline above. (9pt) Highlight
facilisis at villum dolore eu feugiat nulla facilisis at vero piece in English, always allow a minimum of 30% extra features that differentiate the product.
eros et accumsan et iusto odio dignissim qui blandit prae- Bel illum dolore eu feugiat nulla facilisis at vero eros et
space for expansion with language translation. Lorem
sent luptatum abril delenit augue duis te feugait—fruis accumsan et iusto odio dignissim qui blandit praesent lup- • Indented bullets are used to describe product features
ipsum dolor nibh euismod tincidunt ut laoreet dolore
autem vel eum iriure dolor nulla. Lorem ipsum dolor sit tatum abril delenit augue duis dolore te feugait. At vero and support the headline above. (9pt) Lorem ipsum
magna. Lorum ipsum etalius.
amet, consectetuer adipiscing elit, sed diam nonummy eos et accusam et justo duo dolores et ea rebum. Lorem dolor sit amet, consetetur sadipscing elitr, sed diam non-
nibh euismod tincidunt ut laoreet dolore magna aliquam ipsum dolor sit amet, consetetur sadipscing elitr, sed diam • Indented bullets are used to describe product features umy eirmod tempor invidunt ut labore.
erat volutpat. Veniam, quis nostrud exerci tation ullamcor- nonumy eirmod tempor invidunt ut labore et dolore and support the headline above. (9pt) Highlight
magna aliquyam erat, sed diam voluptua. Stet clita kasd features that differentiate the product and describe Headline 9pt identifies product benefits.
gubergren, no sea takimata sanctus est Lorem ipsum dolor how they benefit the customer. Lorum ipsum etalius. • Indented bullets are used to describe product features
sit amet. At vero eos et accusam et justo duo dolores et ea and support the headline above. (9pt)
In hendrerit in vulputate velit esse molestie consequat, wisi rebum. Stet clita kasd gubergren, no sea takimata sanctus • Indented bullets are used to describe product features
and support the headline above. (9pt) Lorem ipsum • Indented bullets are used to describe product features
enim ad minim veniam, quis nostrud exerci tation ullam- est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit
dolor nibh euismod tincidunt ut laoreet dolore magna. and support the headline above. (9pt)
corper suscipit lobortis nisl ut aliquip ea commodo conse- amet, consetetur sadipscing elitr, sed diam nonumy
quat. Duis autem vel eum iriure dolor hendrerit in eirmod tempor invidunt ut labore et dolore magna
vulputate velit esse. Puisitus adesso tentti. aliquyam erat, sed diam voluptua.
Dividing Containing Cropping

A filled gutter line should not touch a Here the table is lacking the top and Here the cropped edge of the image
filled border. lower containment bars. Elements does not border directly on the filled
should be contained between two gutter line. There should be no
bars for emphasis and simplicity. space between the line and the
cropped photo.
02
Photography > How to use these standards
Photography will continue to be a key visual element at all levels > Our look and feel
of our communications. > Core brand elements > 01 Composition 15

> Legal and trademark information > 02 Photography 22
It helps us craft stories about how HP provides vital technology
> Contact information > 03 Graphics 41
for business and life. It helps us engage our customers’ hearts
and minds.
Our photographic style is bold, rich, simple, optimistic, dynamic, > 06 +hp graphic device 53
believable and timeless. > 07 Color 60
> 08 Typography 65
> Contents > Core brand elements > Photography v back | forward k j Skip to next chapter 23
Photography
We use people and product photography and

supporting imagery in our communications. The style
of HP photography is consistent, whether the images
are for consumer, SMB or enterprise audiences.
The HP Creative Resource Library
All categories of photos can be found in the HP Creative
Resource Library (CRL) at www.hp.com/go/crlimages. The
CRL has been improved for better search and retrieval, and
will continue to be updated with photos that support the needs
of all our business initiatives. While the library is being filled
with photography in the new One Voice style, refer to the
“one voice” image theme to select people, products and
supporting images.
Process
Additionally, the process for commissioning new photography
has been streamlined. Click on the photo acquisition form
link from the CRL homepage to request a new photo shoot
with an HP-approved photographer. All requests for messaging
photography (people, products and people, and supporting
imagery) must be reviewed and approved by your business
photo management team lead. To upload new photos that
are not yet available on the CRL, click on the CRL submission
form. If you are denied access to an area of the CRL site,
click on the additional access form.
Some of the photos shown in this section are used as examples only and
will not be available in the CRL.
Photography: people
Our people photos capture the character, spirit These photos represent real,
approachable people and
and vitality of each individual to help us show emphasize their optimistic,
confident spirit.
the important role HP plays in life and business.
We want people to look real and authentic, not
like models. We are broadening the range of our
photography in the CRL to reflect the needs of all
of our business initiatives and the new generation
of customers we strive to attract.
Image character
Whether we’re representing people through portraits; showing
them in a contextual environment; or capturing their expressions
through photos of hands, feet or body movements, people
photos are always honest, believable and full of energy.
Image qualities
Creative use of image scale, cropping, composition and
contextual environment creates dynamic impact. Our photos
range from close, intimate views to more distant perspectives
that provide greater context.
Some of the photos shown in this section are used as examples only and
will not be available in the CRL.
Photography: people, unacceptable usage
Here are examples of people photos that do not Top left:

Staged and stereotypical
represent the HP brand. Our people photography
Top right:
should never be artificial, stereotypical, decorative, Clichéd business gesture
literal or unnatural. 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 customer segments.
Bottom left:
Don’t use clichéd sports
metaphors to represent
technical or business
concepts such as winning,
agility or speed.
Bottom right:
Cluttered, distracting
environment
Photography: products
Products are photographed in an honest, Primary angle

A straight-on front view is
straightforward, clean style, which celebrates always preferred to represent
a product. Directional lighting
our commitment to engineering and excellence. emphasizes the shape of
This style allows us to group products together the product.
on a page to achieve a consistent look.

Whether the image is used for consumer or
enterprise audiences, every new HP product
will be photographed in this style and made
available in the CRL. These photos will help
create consistency across action advertising,
product-specific collateral, point-of-sale and
the web.
Background and lighting
Silhouetted product photos have no background except
for a subtle surface reflection. We use directional lighting
to make the product a hero without distortion or exaggeration. Additional angles
Use an alternative view
(e.g., straight-down, side or
slightly angled) only to
highlight a specific function
or feature.
Photography: products, continued
The same angles apply for vertical products. Left: primary angle
A straight-on front view is
always preferred to represent
a product. Directional lighting
emphasizes the shape of the
product.
Right: additional angles
Use an alternative view (e.g., back,
side or slightly angled) only
to highlight a specific function
or feature.
Photography: products, unacceptable usage
Here are examples of products photographed in Top left:

Forced perspective and
ways that do not represent our brand. Unlike our incorrectly angled view distort
the shape of the product.
competitors, we don’t use playful or tricky positioning
Top right:
of products. Rather, we create impact through Tilted or rotated product photo
simple, honest and elegant product photography. with a heavy shadow
Bottom left:
Products treated as sculpture
Bottom right:
Forced perspective distorts
the shape of the product.
Photography: products in an environment
These graphic product shots provide context These photos suggest an

environment without including
without literally recreating an entire environment. distracting props. Subtle
elements like the outlet and
The products are always viewed against simple shelf indicate the relative
backgrounds, unobtrusive patterns or real settings. size of a product.
They are photographed using the same straight-

forward angles as the silhouetted products.
Photography: products in an environment,

unacceptable usage
Here are examples of products in an environment Top left:
Flat, artificially colored
photographed in ways that do not represent our background and
unapproved angle
brand. Photos should not use props or objects that
Top right:
distract from the subject. Avoid artificial settings or Unbelievable depiction
of products
staged environments.
Bottom left:
Product displayed with
distracting props
Bottom right:
Shots in which the setting/
scene seems more important
than the product
Photography: products and people
To make a direct connection between people and These photos capture the
simplicity and flexibility of
HP products, we encourage the use of photos that HP technology by showing
people using products in
show people using our products. These colorful, believable ways.
bold photos contain close-ups of people using
products against graphic backgrounds or real
settings. The people always appear genuine, and
the interplay with the products is real.
Photography: products and people,

unacceptable usage
Here are examples of people using products in Top left:
Person artificially posed
ways that do not represent our brand. Settings with product
should never appear staged or contain unnecessary Top right:
Props distract from the product.
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:
Surrounding environment
distracts from the product.
Bottom right:
Stereotypical, static and flat
Photography: Instructional photography
Instructional photography can be used to tell Sequence of images

demonstrating taking
a product-specific story, provide instructional digital photographs and
then printing them
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 specificity
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. Once the project is complete, click on the photo
submission form to upload your new photos and allow other
HP employees and agencies to incorporate them in their
communications.
Sequence of images
Photo style demonstrating editing
To ensure consistency, new instructional photos should always digital photographs, burning
a slide show to DVD and
adhere to our photography standards. These graphically simple then watching the DVD
and straightforward photos can:
• Focus tightly on a product’s functionality (e.g., a standard
media card slot for easy sharing).
• Show a person using a product (e.g., using a digital camera).
• Provide context to help tell a story or fill in the sequence
of events (e.g., a printer’s 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 it’s sometimes helpful to show a person (or a person’s
hand or finger) directly interacting with a product, it isn’t necessary
to illustrate in every photo in a communications piece.
Photography: supporting imagery
Supporting imagery is used to help tell a story, Supporting images help

tell stories in interesting,
represent abstract concepts (e.g., partnering, unexpected ways without
being too literal.
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 will
continue to add supporting images and photos
to the CRL.
Photography: supporting imagery,

unacceptable usage
Here are examples of supporting images that do Top left:
Embellished scientific
not represent our brand. Our supporting imagery rendering
should never be decorative, stereotypical, artificial, Top right:
Staged, artificial-looking
staged or embellished. rendering
Bottom left:
Clichéd image
Bottom right:
Photo montage
Photography: scaling and cropping
Varying the cropping and scaling of our photos Cropping this photo puts
the focus on the HP product
can give our communications a dynamic, energetic and the person using it.
look and feel. Tight cropping helps place 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 might be cropped tightly for an intimate view
that captures the character and spirit of an individual, or from a
more distant perspective that illustrates the lives of our customers
by providing a greater context. Emphasizes surroundings to tell a story Emphasizes person and camera to tell a story
Product photos
Zooming in creates a
Product photos can be cropped or scaled to call out a feature, supporting image that
emphasize the engineering of a product, or suggest an environ- emphasizes the features
or details of the product.
ment (without showing an entire artificially created setting).
Supporting images
Supporting images can be cropped to create an abstract
pattern for a background, or to show an important detail.
Entire photo Cropping to show product details

Photography: scaling and cropping,

unacceptable usage
Here are examples of photos cropped in ways Top left:
Cropping appears
that do not represent our brand. Avoid cropping comfortable and natural.
facial features in a manner that is unflattering, Top right:
Bad cropping creates
unnatural or distracting. awkward tangency.
Acceptable cropping Unacceptable cropping
Bottom left:
Dynamic cropping allows
visual space around product.
Bottom right:
Scaling of product creates
awkward or claustrophobic feel.
Acceptable cropping Unacceptable cropping

Photography: combination of images
Combining people photos with product photos, This combination of photos

helps tell a story about linking
Information desk
supporting imagery or illustrations is an important business to IT.
way to demonstrate the vitality of our technology
and the role it plays in people’s lives. It’s a Building an
adaptive enterprise
differentiated approach to storytelling that sets

HP apart from our competitors.
Image selection
To create more dynamic and unexpected communications, vary
the scale and complexity of photos within a communications Event sign
piece—from 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.
Callout header discusses a selling
This combination of photos

point or key customer benefit.
Lorum ipsom vero quorio qui
blandit praesent lumet, consetuer
adipisci elit pirum ellius tilum. Ais
pretosius rures lucide corrumperet
helps tell a story about HP vix verecundus catelli. Agricolae

suffragarit catelli—sathedras con
divinus fermentet adesso.
digital photography and what

it enables people to create.
Collateral brochure inside page

Photography: combination of images

for vertical markets
When creating communications for vertical industry Suggested image combination
for the education market
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. Suggested image combination
for the public sector
Photography: combination of images,

unacceptable usage
Here are image combinations that do not represent
Photo content should be varied.
our brand. Avoid photo combinations that feel static, Avoid pairing two portraits
side-by-side.
repetitive or confusing.
Avoid pairing photos that

contain the same level of
visual detail or busyness.
03
Graphics > How to use these standards
Graphics have become a key part of HP branding and a key > Our look and feel
unifying device across our communications. > Core brand elements > 01 Composition 15
The most commonly used graphics are the +hp graphic device
and the plus sign.
Graphics can stand alone, or be applied over photography > 05 HP invent logo 48
or illustration to advance the meaning of the communication. > 06 +hp graphic device 53
Pre-approved combinations of graphics and images can be > 07 Color 60
found in the Creative Resource Library. > 08 Typography 65

> Contents > Core brand elements > Graphics v back | forward k j Skip to next chapter 42
Use of graphics with images
The combination of photography and graphics is Top: position advertisement

These graphics suggest the
a core part of our new brand language, one that ease of printing and sharing
photos when using HP
helps differentiate us from all other technology digital photography.
companies. Using images with graphics in our
communications also helps integrate them with our
position and action advertising. To use pre-designed
images with graphics, you must get special
approval from Ellen Maly at HP Global Brand
and Communications for your particular piece.
Pre-designed images with graphics
We are adding pre-designed images with graphics to the Middle: position
CRL. They will be organized by strategic segment initiatives advertisement
These graphics suggest
and associated leadership products so you can easily find that HP’s wireless technology
and retrieve them. Do not create your own graphics over advances BirdLife Finland’s
research.
images or use unapproved graphics. To verify that images 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 veniam, quis nostrud exerci tation ullamcorper
are appropriate for your communications, go to birdlife finland

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 vero eros.
Bottom: panels at the

HP Customer Center
These graphics suggest
how HP technology helps
keep the New York Stock
Exchange running like
its famous ticker.
04
Illustration > How to use these standards
In certain cases, illustration may be more suitable, or more inventive, > Our look and feel
than photography. > Core brand elements > 01 Composition 15

The HP illustration style is bold, sophisticated and poster-like.
> 07 Color 60
> 08 Typography 65
> Contents > Core brand elements > Illustration v back | forward k j Skip to next chapter 44
Illustration
6,
500
Illustrations are a valuable communications tool. Illustration can demonstrate 7,009
concepts that are difficult to 5,746
Like supporting imagery, illustrations can help convey through photography,
9,769
6,590
tell a story, represent abstract concepts or convey such as nanotechnology.
the results or contributions of HP technology. 9,467

9,769
Illustrations often originate in advertising, and
can be integrated in other HP communications
to help create a visual link for customers. 58,908
8,396
Pre-designed illustrations
We are adding pre-designed illustrations to the CRL.
They will be organized by strategic segment initiatives 09
58,908
so you can easily find and retrieve them. Do not create
28,690
your own unapproved illustrations.
Illustration: unacceptable usage
Here are examples of illustrations that do not Lorem ipsum

Et tamen in busdam neque
represent our brand. Illustrations should never pecun modut est neque
nonor et imper ned libiding
look like clip art or be used as icons. They gen epular et soluta nobis
should not be created in Microsoft® PowerPoint™ eligent optio congue nihil est
impedit doming id quod
and pulled into other communications materials. maxim religuard cupiditat,
qwuas nulla praid om
Use pre-approved, pre-designed images umdant.
available in the CRL.
Questions about illustrations should be
directed to Ellen Maly at HP Global Brand
and Communications.
Illustration: product line drawing
When product photography does not fulfill your Line drawing rendered
at a primary angle, similar
communications needs, you can use a product to photography
schematic or line drawing. Use a straightforward
technical line drawing rather than an exaggerated
illustrative rendering. Line drawings are commonly 1
4
2
5
3
6
used in Quick Specs, product-specific collateral, 7
*
8
0
9
#
packaging and product instructions. The color of

the line drawing should be the dominant color
of your communications piece or black.
Line drawing displayed at

a secondary angle to show
product functionality
Illustration: icons
When translation is not practical, icons can be Top:

E-mail, fax and print icons
used in multi-lingual communications pieces (e.g., are placed on a POS
lug-on/sticker to explain the
product lug-ons/stickers, table signs). Icons help functionality of a product
simplify a composition and create clear information without using words. The
HP invent logo is treated
hierarchy without using multiple languages. differently (in this case,
reversed to white against
Icon style a color) to suggest that it
isn’t an icon.
The preferred icon style is two-dimensional, simple and straight-
Bottom:
forward—drawn with a bold yet consistent line weight—and Images can be used with
should always be designed for universal recognition. Icons can icons to add an element
of humanity.
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. All new icons must be approved by Ellen Maly from HP
Global Brand and Communications.
Icon usage
An icon should visually represent—and therefore replace—
the 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 further explain
its functionality (e.g., a fax icon paired with the phrase
“one-touch faxing”).
Icons and content

An icon should not be paired
with the very word or phrase
that explains the icon.
Fax One-touch faxing
Unacceptable usage Acceptable usage

05
HP invent logo > How to use these standards
Invent—the one word within our logo—is our central > Our look and feel
promise to our customers and to ourselves. > Core brand elements > 01 Composition 15
Invent is a promise of focused innovation and of
world-class engineering.
Invent is what we do, and it’s who we are. > 05 HP invent logo 48
> 07 Color 60
> 08 Typography 65
> Contents > Core brand elements > HP invent logo v back | forward k j Skip to next chapter 49
HP invent logo
The HP invent logo combines two of the most

important elements of the HP brand: the HP symbol
and the HP brand statement, “invent.” The HP
invent logo should always appear in English.
Qualities
The position, size, color, and spatial and proportional
relationships of the logo’s 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 http://h30060.www3.hp.com/onevoice.
HP invent logo: scale and sizing
Small HP invent logo

To communicate effectively while maintaining Lorem ipsum
Minimum width of .375"
the integrity of our identity, three standard sizes pecun modut est neque
(9.5mm)
Maximum width of 1"
of the HP invent logo have been created: small, gen epular et soluta nobis
(25.4mm)
medium and large. Use the appropriate size for eligent optio congue nihil est
the communications piece that carries it. maxim religuard cupiditat,
umdant.
The invent logo should not be reproduced
smaller than .375" or 9.5mm in width.
Medium HP invent logo
Minimum width of 1"
(25.4mm)
Maximum width of 6"
(152.4mm)
Large HP invent logo

Minimum width of 6"
(152.4mm)
No maximum width
HP invent logo: color and imagery
The two-color HP corporate logo is used for Acceptable usage
corporate communications, stationery and signage.

Within this logo, the word “invent” is always black.
The HP invent logo can also be shown in black
on a white background, or reversed to white when
shown against a dominant color field.
The logo reversed against The logo reversed against The two-color corporate logo The one-color corporate logo
The HP invent logo can be placed over an image a dominant color a photograph
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 person’s face or over a busy, distracting photo.
Unacceptable usage
The logo should not be shown The logo should not be shown The logo should not be shown
in black against a dominant in white against a supporting in white against a photo
color field. neutral color field. that lacks sufficient contrast.
HP invent logo: placement and clear space The HP invent logo should be placed
according to the square grid, while
respecting clear-space requirements.
Proper placement and use of clear space protect Recommended placement
the integrity of the HP invent logo. x x

x x
Placement x x
The HP invent logo is typically anchored in a corner. Its placement x x

x x
is measured from the edge of the grid’s border, not the edge of
the page or communications piece.
x x
The logo is most prominent when it appears with sufficient rest
space—placed on white space, on photos with sufficient resolution
or on large dominant color fields. Be sure that its placement is
complementary to the placement of other graphic elements such
The HP invent logo can also
as text, images or the +hp graphic device. be half of the width of a column,
as long as clear-space and
Clear space minimum-sizing requirements
are satisfied.
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).
Left:
Preferred clear space x x .75x .75x
Right:
Large-size logo clear space
for large applications
x x
.75x .75x
x x
Clear space for large HP invent logo
Clear space for the large version of
Preferred clear space the HP invent logo is equal to .75x.
06
fedex
vv
= everything is p
v vv
+hp graphic device > How to use these standards
The +hp is a powerful new graphic device that reinforces the > Our look and feel
benefits of working with HP and integrates our communications. > Core brand elements > 01 Composition 15
In enterprise and SMB communications, the +hp declares that
HP is about partnerships and success. Add a little bit of HP—our
expertise, our innovation—and customers achieve more.
The you+hp is used in consumer communications to highlight > 06 +hp graphic device 53
our dedication to putting people (“you”) in control of their > 07 Color 63
technology experience. > 08 Typography 68
The +hp and you+hp graphic devices never replace our logo. > 09 Approach to content 74
> Contents > Core brand elements > +hp graphic device v back | forward k j Skip to next chapter 54
+hp graphic device
The +hp is used prominently in enterprise and SMB Top:

+hp graphic device
communications. With the exception of position
advertising and all consumer communications,
there are no descriptions before or after the +hp.
Position advertising
In position advertising, the +hp is featured prominently
and is integral to telling the story. It may be used as
an illustrative graphic device, headline or sign-off.
+hp = everything is possible

The phrase “+hp = everything is possible” applies to
the broadest capabilities of HP as a company, and will
Middle: customer
+hp graphic device
be used only in position advertising or communications with customer name = everything is possible
materials that incorporate artwork from position advertising.
For more information, refer to +hp = everything is possible.
Digital files
The +hp is a pre-designed graphic element that cannot be
altered. Artwork for the +hp is incorporated in the templates
(e.g., POS, collateral, event signage and collateral) and
can be found in their associated art folders.
Bottom: technology or business challenge

+hp graphic device
with technology or = everything is possible
business challenge
+hp graphic device: scale and size Width and height of the
+ equals size of grid square
or multiple squares.
The scale and size of the +hp will vary depending

on the size of your composition. The +hp can be
contained within the square of the underlying grid
or it can expand off the edge of the page. It is
always sized as a multiple of the grid square size,
and therefore scales in proportion to match the
size of the grid.
Be mindful of maintaining clear space between
graphics, images or text and the +hp.
The + can also be half

of the width of a column,
or the entire +hp can be
the width of a grid square.
+hp graphic device: frequency Sample covers

Building an adaptive computing environment
A guide for CIOs
Consumers .......................2
Enterprise.........................4
Management....................8
Solutions ........................14
Business .........................19
Index .............................35
Product, solution or service title 17pt
Optional secondary title 12pt
Consumers .......................2
Enterprise.........................4
Management....................8
Solutions ........................14
Business .........................19
Index .............................35
You are encouraged to vary the size and frequency

of the +hp, depending on the content and desired
energy of your particular communications piece. Call to action with URL and/or contact information (12 pt)
© 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.
Call to action with URL and/or contact information (12 pt)
without notice. The only warranties for HP products and services are set forth in the express warranty state-
ments 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 5981-2191EN, 07/2003
When creating communications pieces for an event Business group, customer segment or initiative
Business group, customer segment or initiative
or an environment that contains multiple pieces

(e.g., posters, banners, video, panels, collateral) be
mindful that the +hp should not overwhelm visitors
Callout header discusses a selling
point or key customer benefit.
Sample inside pages

Lorum ipsom vero quorio qui
blandit praesent lumet, consetuer
adipisci elit pirum ellius tilum. Ais
pretosius rures lucide corrumperet
vix verecundus catelli. Agricolae
suffragarit catelli—sathedras con
divinus fermentet adesso.
by being repeated on every piece.

with big idea in the quat. Duis autem vel eum iriure dolor.

“Messaging text 29pt contains a

Headline 9pt
“Messaging text 22pt contains a big idea, key
differentiators or customer quote. Text is in the
big idea or customer quote. Text differentiators of our product/service/solution/strategy
nibh euismod tincidunt ut laoreet dolore magna aliquam dominant color. Lorem ipsum dolor sit amet,

et ea rebum. Stet clita kasd gubergren. tuer adipiscing elit, sed diam nonummy nibh
dolor sit amet, sed diam nonummy “Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate
ullamcorper suscipit lobortis nisl ut aliquip exna aliquam euistor mod tincidunt ut lareet dolore magna
aliquam erat volutpat. Bel illum dolore eu
feugiat nulla facilisis at vero eros et accumsan.”
dolore magna aliquam erat volut- dominant color.
This block of copy Headline 14pt John Doe, Amazon Marketing Director
pat lorum ipsom.” John Doe, than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis
Amazon Marketing Manager

esse molestie consequat, vel illum dolore eu feugiat nulla
Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero
13 15
The +hp is generally

scaled large to make
a bold statement. It should
never be less than 2x the
width of the HP invent logo.
Left:
This example shows the smallest
size of the +hp in relation to
the HP invent logo.
To avoid making the +hp graphic
device unreadable, never crop the
Right:
letters within the +hp more than
Maximum cropping of the +hp
shown here.
Invent logo is shown here

at minimum size, .375" width.
+hp graphic device: color
Approved color Acceptable usage

The +hp can be reversed to white against a dominant color
field or image as long as there is sufficient contrast. It can also
be set in the dominant color of a communications piece against
a white background. Do not alter or create artwork for the +hp.
Artwork for the +hp (in the approved colors and sizes) is included
in the art folder of each template.
Unacceptable color usage

The +hp can be set in The +hp can be reversed to The +hp can be reversed to The +hp can overlap
The +hp is not used in black against color backgrounds or the dominant color against white against backgrounds white against a photo that with photos, but shouldn’t
photos. It is not reversed to white against a photo that lacks a white background. that offer sufficient contrast. offers sufficient contrast. conflict with the view of
people’s faces.
sufficient contrast. When positioning the +hp on a photo,
be mindful of the placement against people’s faces.
Unacceptable usage
The +hp cannot be set Never reverse the +hp Be mindful of the placement
in black against color against photos that do not of the +hp over faces.
backgrounds or images. provide sufficient contrast.
+hp = everything is possible
In position advertising, the +hp is featured

5,970
3,600
Using pre-designed images or

1,776,340
245,879
569,380
780,346
80,335 235,668
657,380 3,600
8,996
235,667 87,799
3,600 235,667 8,996
569,380 35,890
66,399 68,655
5,809 66,399
illustrations with the +hp is a

7,009
256 978,885
6,999
240,500 98,443
7,009
prominently and is integral to telling a story. It may

44,799
5,746
9,769
6,590
38,996
76,809
9,467 8,396 66,399
9,769
8,996 780,346
way to integrate communications

5,970
58,908
5,970
8,396
98,798
8,396
8,396 166,709 1,006,444
with our advertising. When

58,908
be used as an illustrative graphic device, headline

28,690
26,598
98,443
36,559 76,500
7,009 5,970 5,970
8,996
76,809 5,746
899
38,996
creating a brochure or case

38,996
1,009,567 8,996
9,997 8,996
23 8,996 8,996
780,346
or sign-off. The phrase “everything is possible” study about a strategic segment

initiative or related product,
We're all made of up to 1.2 million colors.*
38,996
66,399
5,970
38,996
7,009
8,996
166,709 44,799
7,009
7,009
5,746
66,399
You. Recreated by a remarkable 7-ink printing system.
For photos that resist fading for up to 73 years.**
The hp photosmart 7550
5,746
5,746
8,396
applies to the broadest capabilities of HP as

35,890 98,443
9,769
66,399
8,996
solution or service, select a

256
9,769
5,746
166,709 8,396 240,500 5,746
8,996 98,443
44,799 9,769
8,396
5,746 8,396
8,996 9,769
pre-designed campaign-related
68,655
5,809
98,443
8,396
a company, and will be used only in position image with the +hp from 66,399
38,996
5,809 5,809
44,790
6,999
the CRL.
advertising. In all other communications, the +hp
166,709
978,885
76,809
1,776,340
8,396
1,006,444
* On default settings using premium photo papers and the color and photo pens together. All colors may not be uniquely distinguishable by the human eye.
is used as a supporting brand element. Never

** On hp premium plus photo paper, based on testing performaned by Wilhelm Imaging Research, Inc.
Examples of advertising
add descriptions before or after “+hp.”
Uses other than position advertising
There are instances when you may incorporate the complete When using an image on a “Messaging text 29pt contains a
big idea or customer quote. Text
lobortis nisl ut aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in vulputate velit
and exact statement “+hp = everything is possible.” The

are creating the original piece in English, always allow praesent luptatum zzril delenit augue duis te feugait—
front cover that already includes is reversed to white. Lorem ipsum a minimum of 30% extra space for expansion with
Duis autem vel eum iriure dolor in hendrerit in vulputate

fruis autem vel eum iriure dolor nulla.

dolor sit amet—consectetuer adip- velit esse molestie consequat, vel illum dolore eu feugiat ullamcorper suscipit lobortis nisl ut aliquip ea commodo
the +hp graphic device, choose

nulla facilisis at vero eros et accumsan velit esse molestie consequat. Duis autem vel eum iriure dolor hendrerit in
consequat, vel illum dolore eu feugiat nulla facilisis at vulputate velit esse. Puisitus adesso tentti. Ma quande
iscing elit, sed diam nonummy nibh

statement is used in corporate videos and at HP- sponsored
sectetuer adipiscing elit, sed diam nonummy nibh euis- lingues coalesce, li grammatica del resultant lingue es
mod tincidunt ut laoreet dolore magnai blandit praesen. plu simplic e regulari quam ti del coalescent lingues.
euismod tincidunt.” John Doe,

a pre-designed image that does Amazon Marketing Manager 1. Callout describes product feature
or benefit. Lorum ipsom vero quorio 1. HP Product name 14pt 2. HP Product name 14pt
events or places (e.g., the “HP Mission: Space” ride at Disney).

not include the statement “+hp

2. Ais pretosius rures lucide cor-

rumperet vix verecundus catelli.
Agricolae suffragarit catelli—
Cathedras divinus fermentet.
= everything is possible.” 3. Ais pretosius rures lucide etali
For specific strategic segment initiatives, a small set of

the Agricolae per adesoon.

lascivius zothecas. Aquae Sulis
pre-designed campaign- related images that incorporate the True-to-life color

HP color printing
3. HP Product name 14pt 4. HP Product name 14pt
“+hp = everything is possible” or the +hp will be made

available in the CRL. You should use these only when creating
communications about an approved initiative or related Business group, customer segment or initiative
Place caption here (9 pt)
leadership product, solution or service, or when creating Front cover Inside spread
a customer case study.
On a page with sufficient

space and no conflicting
5,970
38,996
66,399 38,996
35,890 98,443
66,399
graphics, you can use the

8,996
8,996 98,443
8,996
pre-designed image that

68,655
includes the statement 66,399

38,996
“+hp = everything is possible.” 1,776,340

76,809
Call to action with URL and/or contact information (12 pt)

without notice. The only warranties for HP products and services are set forth in the express warranty state-
ments 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
Back cover
+hp graphic device: unacceptable usage
Usage of the +hp graphic device is meant to Top left:

8,996
66,399
8,996
66,399 68,655
35,890
Never add “everything is

maintain its integrity and ensure its proper
98,443
possible” to the +hp graphic

38,996
76,809
66,399
8,996 780,346
5,970
application in relation to other design elements. device. = everything is possible 5,970
Top right: 26,598
98,443
Improper placement
500
5,970
Do not select a pre-designed

8,996
899
38,996
38,996
image that incorporates

7 8,996
8,996
When the +hp is used as a complete graphic element, never the +hp graphic device for
place text—or any additional graphics—within it. Refer to
Y
a layout that already .
Typography: usage for more information. includes the +hp. 166,709 44,799
7,009
5,746
66,399
7,009 7,009
8,996
166,709 8,396
44,799
Cropped for Cropped for 5 809
example only example only
Never use the “+hp =

everything is possible”
statement in text.
You + HP = everything is possible. You need to deliver more

business value in an increasingly complex and dynamic
IT environment.
Bottom left:
Never use a customer name
and the “+hp = everything is
possible” statement unless it is Ford Mobility Storage
part of a pre-designed image = everything is possible = everything is possible = everything is possible
and in a case study.
Bottom middle:
Never use an end-user benefit
possible” statement.
Bottom right:
Never use a technology challenge
possible” statement.
you+hp graphic device
We use the you+hp graphic device in consumer Top:

you+hp graphic device
communications to personally connect with
consumers and reinforce all that they can
create, enjoy and accomplish using HP products,
software, solutions and supplies. An emphasis
on the word “you” lets consumers know that HP
designs technology specifically for their lives
and needs. The you+hp graphic device cannot be
used in enterprise or SMB communications pieces.
Usage Left:
The you+hp is intended for use in all external-facing consumer you+hp graphic device
in a POS banner
communications and is not limited to position advertising or
strategic segment initiatives. However, in some cases, when
You 60pt.
Text madeLorem
their day
limited space compromises legibility of the you+hp in small ipsum
one todolor sit.
remember.
form factors (e.g., POS product sticker or rebate) the +hp can Ut wisi enim ad
minim veniam
be used instead. The you+hp should not be used in internal
HP communications or external communications that reach Text 96pt. Lorem
You share ipsum
the moment
multiple customer segments (in those cases, use the +hp). while you’re
dolor. Lorem still
ipsum in it.
dolor.
Lorem ipsum dolor. Lorem
Digital files ipsum dolor.
The you+hp is a pre-designed graphic element that cannot
be altered. Artwork for the you+hp is incorporated in the Right: Optional text 29pt directs people to an HP area of the store.
templates (e.g., POS, direct marketing) and can be found you+hp graphic device
in a POS poster
in their associated art folders. Translated artwork for the
you+hp graphic device can also be found in these folders.
Treatment
Color, frequency, clear space and relationship to the HP invent
logo should follow the rules identified for the +hp graphic
device.
you+hp graphic device: size, scale Top:

When positioned on a color
and placement field, place the you+hp the
distance of x (determined by
the width of the grid border)
from the edge of the color
The size and scale of the you+hp is based on the field/photo.
underlying grid. Its placement is always based on
the distance of x, which is determined by the width
of the grid border.
Size and scale
The you+hp is always treated as one graphic element (or
lock-up). Similar to the +hp, the size of the + within that lock-up
should always be based on one or a multiple of one grid
square. Therefore, the you+hp scales in proportion to match
the size of the grid.
Middle:
Placement When positioned on white
There are two ways to place the you+hp graphic, depending space, place the you+hp the
distance of x from the edge
on whether the composition includes a color field/photo or a of the grid.
white space that extends to the edge of the page. The you+hp
is always placed the distance of x (determined by the width of
the grid border) from the edge of a color field or photo. The
you+hp is always placed the distance of x from the edge of the
grid when positioned within white space.
The width and height of the

+ equals size of a grid square
or multiple squares.
Bottom:
The + can also be half of
the width of a column, or
the width of one grid square.
you+hp graphic device: translation
The word “you” within the you+hp graphic Top:

The you+hp graphic device
device has been translated into English, Chinese translated into Spanish
(both formal and conversational forms), Malay,
Vietnamese, Portuguese, French and Spanish.
Translated artwork for the you+hp graphic device
is available in the You_HP_Logos folder within
the templates.
Middle:
translated into Chinese
Bottom:
translated into Portuguese
07
Color > How to use these standards
As the world’s leading imaging and printing company, > Our look and feel
we are in the business of color. > Core brand elements > 01 Composition 15
Our new palette celebrates this. Bold and vital, it is broad
enough to allow for varied expressions but streamlined
enough to provide consistency.
We will own color and use it to enhance the power > 06 +hp graphic device 53
of our communications. > 07 Color 63
> 08 Typography 68
> Contents > Core brand elements > Color v back | forward k j Skip to next chapter 64
Color
Large fields of vibrant color help make our John Anderson

Sample
communications bold and impactful.
We have a varied palette of colors to choose from.
By using one dominant color from our palette in
Event title goes here
Event badge
each communications piece, we enhance the unity,
power and elegance of our designs. This dominant
color will enhance and showcase the photos
HP digital photography
contained in the communications piece. Within
a physical environment or system of multiple
communications pieces, more than one dominant Ten happy toes.
color can be used to differentiate pieces. One HP digital camera.
Count on getting sandy.
POS poster
POS banner Website

Color palette
Dominant colors
To ensure that color in our work is consistently bold HP Dark Red HP Magenta HP Orange HP Yellow
and vibrant, we’ve chosen a 16-color palette for use

in all HP communications. The palette is separated
into dominant colors, supporting neutral colors and HP Dark Green HP Green HP Brown
corporate colors. Combined with photography and
ample white space, one dominant color holds a
communications piece together and gives it the
dynamic energy of our brand. HP Dark Blue HP Medium Blue HP Light Blue
Choosing a color
Take advantage of the full range of colors in the palette by
varying the dominant color you choose for your communications
pieces. Choose a dominant color that enhances the associated Supporting neutral colors
photography and content to create a unified message suited
HP Black HP Dark Gray HP Gray HP Light Gray
to your intended audience.
Restrictions
Colors should not be segmented by customer or used to create
sub-identities within the brand—doing so would be inconsistent
with our unified brand identity. Do not use colors other than Corporate colors
those in the HP color palette. Colors in the palette should never HP Blue Compaq Red
be tinted back, gradated or combined to create new colors.
HP Blue and Compaq Red

HP Blue is used for corporate communications,
stationery and signage. Compaq Red is used
only for Compaq PC communications in the
consumer market.
Color: print specifications
Adhere to the specifications in these standards Lorem ipsum HP color palette: print specifications chart
and use qualified vendors and reliable reproduction pecun modut est neque Color name PANTONE® equivalent CMYK equivalent
methods to ensure consistency of colors. To ensure gen epular et soluta nobis HP Dark Red PMS 704 cv 0c 90m 72y 29k
color accuracy when matching colors for printed eligent optio congue nihil est
HP Magenta PMS 214 cv 0c 100m 34y 8k
materials, use only the PANTONE® Color Matching maxim religuard cupiditat,
System as your reference. umdant.
HP Orange PMS 158 cv 0c 61m 97y 0k
HP Yellow PMS 130 cv 0c 30m 100y 0k

The CMYK mixes are based on media tests using
coated stock. The mixes may need to be adjusted HP Dark Green PMS 5477 cv 55c 0m 27y 73k
to suit your process; be sure to match to PANTONE HP Green PMS 376 cv 50c 0m 100y 0k
references. HP Brown PMS Warm Gray 10 cv 0c 14m 28y 55k
HP Dark Blue PMS 289 cv 100c 54m 0y 60k
HP Medium Blue PMS 640 cv 100c 0m 0y 22k
HP Light Blue PMS 311 cv 63c 0m 12y 0k
HP Dark Gray PMS Cool Gray 9 cv 0c 0m 0y 51k
HP Medium Gray PMS Cool Gray 5 cv 0c 0m 0y 29k
HP Light Gray PMS Cool Gray 2 cv 0c 0m 0y 10k
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
In lieu of the HP colors specified The colors shown on this page

in these guidelines, you may use and throughout these guidelines
PANTONE colors referenced here, have not been evaluated by
the standards for which are shown Pantone, Inc. for accuracy and
in the current edition of the PANTONE may not match the PANTONE
formula guide. Color Standards. Consult current
PANTONE Publications for
accurate color. PANTONE®
is the property of Pantone, Inc.
Color: web and screen specifications
For all communications that will be displayed Lorem ipsum HP color palette: web and screen specifications chart
on-screen or on the web, refer to these RGB and pecun modut est neque Color name web-safe (HEX) R G B
HEX color formulas. They have been developed gen
Typeepular
shouldetbesoluta nobis
reversed to HP Dark Red 990000 153R 0G 0B
for the best fidelity on a variety of screens. eligent optio congue
white against nihil est
these colors.
HP Magenta CC0066 204R 0G 102B
maxim religuard cupiditat,
umdant.
HP Orange EB5F01 235R 95G 1B
HP Dark Green 336666 51R 102G 102B
HP Medium Green 336633 51R 102G 51B
HP Green 4FAF00 79R 175G 0B
HP Dark Blue 003366 0R 51G 102B
HP Medium Blue 0066FF 0R 102G 255B
HP Dark Gray 666666 102R 102G 102B
HP Black 000000 0R 0G 0B
Type set against these colors HP Yellow FFCC00 255R 204G 0B

should be black. Do not reverse
to white. HP Medium Gray 999999 153R 153G 153B
HP Light Gray CCCCCC 204R 204G 204B
Corporate colors should not be HP Blue 0A357E 10R 53G 126B

used as the dominant color.
Compaq Red FF0000 255R 0G 0B
08
Typography
AaBbCc
Our one and only typeface is HP Futura.
> How to use these standards
> Our look and feel
> Core brand elements > 01 Composition 15

No other font is as simple or as versatile. > Legal and trademark information > 02 Photography 22
> 07 Color 63
> 08 Typography 68
> Contents > Core brand elements > Typography
Typography
Futura v back | forward k j Skip to next chapter 69
Futura
HP Futura Book is recommended for most HP Futura is a contemporary
version of the original Futura
headlines and body text, and HP Futura Heavy created from 1927 to 1930 by
Paul Renner, graphic designer,
is used to distinguish subheads from the body teacher and Bauhaus member.
copy. HP Futura Light is preferred for large font
sizes and positioning statements. Italics can be
used to emphasize an important word or phrase
in body copy, but not in headlines. HP Futura
Heavy Italics should never be used. HP Futura Light
Size
Type size will vary depending on the size of your
communications piece and on the distance from which
it will be viewed. Refer to Typography: determining
type size for extreme distances for guidance on how
to scale type.
Color
Body and editorial text are primarily printed in black.
Quotes, headlines, large positioning text and callouts
can be printed in black, the dominant color of your
HP Futura Book
communications piece or reversed to white when shown
Futura
on a color field. Colored text should never be used on
a dominant color field.
Language translation
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.
HP Futura Heavy
> Contents > Core brand elements > Typography v back | forward k j Skip to next chapter 70
Typography: determining type size

for extreme distances
Communications viewed from long distances you + hp = everything is possible
require large type sizes. You can use the formula There’s more to life than you can ever
grasp, but at least with HP you can
below to help you gauge how large the type size

exceed your reach: Connecting better
with your family by creating that family
album (so fast, so easy it’s fun)...
Getting more done, with more fun,
on the go, ticking off those tasks on
your PDA, realizing your ambitions...
Tracing your family tree and sharing
should be when designing a communications piece

it, making your very own movie,
your own music, (how simple and
rewarding), putting together the
floorplan for your new home office,
bringing it with you to the architect,
point and print, gotta love this…
without a template. This formula was developed

Who knew technology could be
so rewarding?
with big idea in the quat. Duis autem vel eum iriure dolor.

Table of contents problems, describe a strategic initiative, product, service
Headline 9pt
Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . 1 “Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . 5 a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie
Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 12 consequat, vel illum dolore eu feugiat nulla facilisis at
Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 customer benefit vero erodio dignissim qui blandit praesent lumet, con-
Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 32 and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis-
mod tincidunt ut laoreet dolore magnai blandit praesen. • Bullets provide an opportunity to highlight important
Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 dominant color. pieces of information (9 pt). Lorum ipsum etalis.
It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 This block of copy Headline 14pt • Bullets have an indent that is created in Quark by using
Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit
Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis
using the range of HP collateral type sizes as an

Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 60 in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit
Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero velit esse molestie consequat. Per tutoilis apertos.
It augue duis dolore. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 70 eros et accumsan et iusto odio dignissim qui blandit
Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 12 praesent luptatum zzril delenit augue duis te feugait—
accumsan et iusto odio dignissim qui blandit praesent
Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 luptatum zzril delenit augue duis dolore te feugait. At
Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 32 vero eos et accusam et justo duo dolores et ea rebum.
optical standard.
Distance (D) x legibility multiplier (M) = type size (S)
Collateral Lobby signage Truck graphic

Distance: 18" Distance: 84" Distance: 1,200" (100')
Minimum type size: 9pt Minimum type size: 42pt Minimum type size: 600pt
Maximum type size: 29pt Maximum type size: 134pt Maximum type size: 1,920pt
Using the legibility formula: three examples

Determining the optimal type size for your communications piece
Communications piece Viewing distance (D) Minimum text size (D x 0.5) Maximum text size (D x 1.6)
Collateral (benchmark) 18" 9pt 29pt
DxM=S
Lobby signage 84" 42pt 134pt
D = Distance to communications piece (this needs to be determined for each communications piece)
Truck graphic 1,200" (100') 600pt 1,920pt
M = Legibility multiplier of 0.5 minimum and 1.6 maximum (these two values will both be used
to determine a range of possible type sizes)
S = Recommended type size for the specific communications piece
âàäã
Typography: localization
The HP Futura typeface is available for most Lorem ipsum

languages. If your language is not included in the pecun modut est neque
HP Futura font, use Adobe® Futura. For non-Latin gen epular et soluta nobis
languages, use a font with the characteristics of eligent optio congue nihil est
Futura (a sans serif that complements the geometric maxim religuard cupiditat,
simplicity of Futura). umdant.
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 Bulgarian, Belorussian, Macedonian, Russian, Serbo-Croatian, Ukrainian
Greek Greek
Typography: usage
While our identity system is flexible, these Acceptable usage “Messaging text 29pt contains
Messaging text 22pt contains a big idea, key dif-
ferentiators or customer quote. Text is in the
a big idea or customer quote. dominant color. Lorem ipsum dolor sit amet,
standards will help ensure the consistent use Text is reversed to white. Lorem
ipsum dolor amet, consectetuer
consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna
of text. adipiscing elit, sed diam nonummy
nibh con euismod tincidunt.
Le feugait nulla facilisi. When ed 1. Callout describes product feature
Placement in the grid square

diam nonummy nibh euismod

2. Ais pretosius rures lucide

tincidunt ut laoreet dolore magna

Agricolae suffragarit catelli—Cathe-
dras divinus fermentet.
For all languages that read left to right, type is always aliquam etal con volutpat.”
John Doe, Marketing Manager
set in the upper left corner of a square within the grid.
Placement for all other languages is still under evaluation. Building an adaptive enterprise
Placement in the layout

For further guidance on typesetting, refer to
The grid: composition structure. Business group, customer segment or initiative
Placement within title bar Copy is usually set in the upper Copy can be placed within a bar Type color must match the dominant
Some templates use a white title bar abstracted from left corner. that is abstracted from the + graphic. color of the piece.
the + graphic. This title bar can contain a concise

headline (but not body copy). This is acceptable only
when the entire + shape is not visible.
Messaging text 22pt contains a big idea, key dif-
Color Unacceptable usage ferentiators or customer quote. Text is in the
dominant color. Lorem ipsum dolor sit amet,
Type color must match the dominant color of the A guide for CIOs
consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna
communications piece. For more information, see Color. “Messaging text 29pt contains
a big idea or customer quote. 1. Callout describes product feature

Unacceptable usage
Text is reversed to white. Lorem qui blandit praesent lumet, con itu
ipsum dolor amet, consectetuer 2. Ais pretosius rures lucide

Do not center type in a layout or a grid square. When

Agricolae suffragarit catelli—Cathe-
dras divinus fermentet.
adipiscing elit, sed diam nonummy

nibh con euismod tincidunt.
the +hp is used as a complete graphic element, never Le feugait nulla facilisi. When ed
diam nonummy nibh euismod
place text within it. Do not use typography of a different tincidunt ut laoreet dolore magna Building an adaptive computing environment
color than the dominant color of the piece. aliquam etal con volutpat.”
John Doe, Marketing Manager
Business group, customer segment or initiative
Do not center copy within a layout Type cannot be placed within the Do not use typography of a different color
or grid square. +hp graphic device. than the dominant color of the piece.
Typography: tables, charts and graphs
Our approach to tables, charts and graphs is Tables Chart text header
Chart text describes chart contents. HP Product name 12pt HP Product name 12pt
Chart text header
Chart text header
HP Deskwriter 500 series

Line work in tables should
HP Deskjet 300 series

Chart text header w/rule Disk Array Capacity Type Function
HP Deskjet portable
HP Deskjet portable
HP Deskjet portable
HP Deskjet portable
HP Deskjet portable
HP Deskjet portable
clean, straightforward and clear. Templates provide
HP Deskjet/Plus
HP Deskjet/Plus
HP Deskjet/Plus
HP Deskjet/Plus
HP Deskjet/Plus
HP Deskjet/Plus
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
be HP Black or the same Product feature 7pt 2384 x 1734 total pixels; 2280 x 1720 effective pixels;
2272 x 1712 file size pixels
2384 x 1734 total pixels; 2280 x 1720 effective pixels;
2272 x 1712 file size pixels
Inkjet color
HP 26 Cyan
HP 29 Black
Yield
40ml/2,000
40ml/2,000
Part #
c51626an
c51626an
HP Product name
xp7124 92.6 TB
HP Surestore Business Copy XP

HP Surestore gigabite fun drive 2.0
48 GB 15k rpm FC disks and 73 GB 10k rpm FC disk n/a
dominant color as the

HP 10 Yellow 40ml/2,000 c51626an
examples of the preferred style for tables, charts

Product feature 7pt 30-bit 30-bit
HP 26 Cyan 40ml/2,000 c51626an HP Product name Servers Workgroup Midrange High-end Operating system Firewall
Product feature 7pt f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax® HP 29 Black 40ml/2,000 c51626an
Pentax® 3x optical zoom lens autofocus (7.6-22.8mm) (35mm 3x optical zoom lens autofocus (7.6-22.8mm) (35mm HP 10 Yellow 40ml/2,000 c51626an HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x HP 123.1
equivalent 37-111mm) equivalent 37-111mm)
collateral piece. Text should

HP 26 Cyan 40ml/2,000 c51626an
HP 29 Black 40ml/2,000 c51626an
Product feature 7pt ~0.14 m to 0.7 m (wide), ~0.4 m to 0.7 m (telephoto) ~0.14 m to 0.7 m (wide), ~0.4 m to 0.7 m (telephoto)
Product feature 7pt Standard Standard HP 26 Cyan 40ml/2,000 c51626an
and graphs. If needed, use these general rules to

HP 29 Black 40ml/2,000 c51626an
always be black.
Product feature 7pt Point-and-shoot-type separate Pentax® 3x optical zoom lens with real Point-and-shoot-type separate Pentax® 3x optical zoom lens with real
image zooming optical range finder with 78% coverage; 1.5 in LED image zooming optical range finder with 78% coverage; 1.5 in LED HP 10 Yellow 40ml/2,000 c51626an Body text can discuss market needs and customer nibh euismod tincidunt ut laoreet dolore magna aliquam
backlit LCD for live view of scenes backlit LCD for live view of scenes HP 26 Cyan 40ml/2,000 c51626an problems, describe a strategic initiative, product, service erat volutpat. Veniam, quis nostrud exerci tation ullamcor-
HP 29 Black 40ml/2,000 c51626an or solution, touch on key features and benefits, price/ per suscipit lobortis nisl ut aliquip ex ea commodo conse-
Product feature 7pt Auto white balance, 30 bit color depth Auto white balance, 30 bit color depth HP 10 Yellow 40ml/2,000 c51626an
performance, TCO and ROI, and point out the key quat. Duis autem vel eum iriure dolor.
HP 26 Cyan 40ml/2,000 c51626an
Product feature 7pt 32 MB SDRAM; 4 MB Flash; 16 MB SD card 32 MB SDRAM; 4 MB Flash; 16 MB SD card differentiators of our product/service/solution/strategy
HP 29 Black 40ml/2,000 c51626an In hendrerit in vulputate velit esse molestie consequat,
create your own. Tables, charts and graphs can

Product feature 7pt ISO 100, 200 ISO 100, 200 HP 26 Cyan 40ml/2,000 c51626an are creating the original piece in English, always allow
ullamcorper suscipit lobortis nisl ut aliquip ea commodo
HP 29 Black 40ml/2,000 c51626an a minimum of 30% extra space for expansion with
Product feature 7pt Automatic exposure, Automatic (auto/auto with red-eye) and manual Automatic exposure, Automatic (auto/auto with red-eye) and manual consequat. Duis autem vel eum iriure dolor hendrerit in
strobe (forced on/forced off) strobe (forced on/forced off) HP 10 Yellow 40ml/2,000 c51626an language translation. (9 pt) Lorum ipsum illius aperto.
HP 26 Cyan 40ml/2,000 c51626an
Product feature 7pt 12 to 1/2000 sec 12 to 1/2000 sec
Product feature 7pt 21x (3x optical, 7x digital) 21x (3x optical, 7x digital)
HP 29 Black 40ml/2,000
HP 10 Yellow 40ml/2,000
c51626an
c51626an
“Messaging text 17pt contains a big idea Headline 9pt
Product feature 7pt Normal (0.5 m to infinity), Macro (at wide: 0.14 m to 0.7m; Normal (0.5 m to infinity), Macro (at wide: 0.14 m to 0.7m;
HP 26 Cyan
HP 29 Black
40ml/2,000 c51626an
or customer quote. Text is in the dominant nissim qui blandit praesent luptatum zzril delenit augue
incorporate product photography when showing

40ml/2,000 c51626an
at greater than wide: 0.4m to 0.7m) at greater than wide: 0.4m to 0.7m) duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
Product feature 7pt Single shot still, self timer, movie mode Single shot still, self timer, movie mode
HP 10 Yellow 40ml/2,000
HP 26 Cyan 40ml/2,000
c51626an
c51626an color. Tathedras celeriter misce pretosius amet, consectetuer adipiscing elit, sed diam nonummy
apparatus bellis. Peritus lorum ipsom etal.”

HP 29 Black 40ml/2,000 c51626an nibh euismod tincidunt ut laoreet dolore magna aliquam
Product feature 7pt 3.8 cm (1.5 in) LCD display for preview and review of photos 3.8 cm (1.5 in) LCD display for preview and review of photos
HP 26 Cyan 40ml/2,000 c51626an
Product feature 7pt Battery level, focus region, pictures remaining, quality level, Microphone, Battery level, focus region, pictures remaining, quality level, Microphone,
HP 29 Black 40ml/2,000 c51626an John Doe, Manager et ea rebum. Stet clita kasd gubergren.
Timer/REC, and counter, text info line, Special Flash and Focus mode Timer/REC, and counter, text info line, Special Flash and Focus mode HP 10 Yellow 40ml/2,000 c51626an
a family or comparison of products. They cannot

icons, Exposure Compensation, Digital Zoom crop icons, Exposure Compensation, Digital Zoom crop HP 26 Cyan 40ml/2,000 c51626an Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam
HP 29 Black 40ml/2,000 c51626an velit esse molestie consequat, vel illum dolore eu feugiat
Product feature 7pt 30 secs (still photos) , 60 secs (video) 30 secs (still photos) , 60 secs (video) erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
nulla facilisis at vero eros et accumsan velit esse molestie exerci tation ullamcorper suscipit lobortis nisl ut aliquip
HP 26 Cyan 40ml/2,000 c51626an
Product feature 7pt USB cable; Dock connector to HP unique dock; Type 1 AC in power USB cable; Dock connector to HP unique dock; Type 1 AC in power con-
consequat, vel illum dolore eu feugiat nulla facilisis at ex ea commodo quat. Duis autem vel eum iriure dolor
HP 29 Black 40ml/2,000 c51626an
connector; 8 pin combo USB/Video out connector nector; 8 pin combo USB/Video out connector HP 10 Yellow 40ml/2,000 c51626an
vero erodio dignissim qui blandit praesent lumet, con- invulputate velit esse molestie conseq.
HP 26 Cyan 40ml/2,000 c51626an sectetuer adipiscing elit, sed diam nonummy nibh euis-
Product feature 7pt USB or HP Photosmart 8881 digital camera dock, AC adapter USB or HP Photosmart 8881 digital camera dock, AC adapter
HP 29 Black 40ml/2,000 c51626an mod tincidunt ut laoreet dolore magnai blandit praesen. • Bullets provide an opportunity to highlight important
incorporate people photography or supporting

Product feature 7pt 2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, 2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, AC HP 10 Yellow 40ml/2,000 c51626an pieces of information (9 pt). Lorum ipsum etalis.
AC adapter, optional dock adapter, optional dock HP 26 Cyan
Photosmart
40ml/2,000
Yield
51626an
Part #
Product feature 7pt Microsoft® Windows 98, Me, XP, 2000, Mac OS 9.1 and OS X 10.1.2 Microsoft® Windows 98, Me, XP, 2000, Mac OS 9.1 and OS X 10.1.2 Veniam, quis nostrud exerci tation ullamcorper suscipit
and higher and higher HP 844 40ml/2,000 c51626an the Command + back slash key. The tab is created in
HP 845 40ml/2,000 c51626an lobortis nisl ut aliquip ex ea commodo consequat. Duis the Bullets style sheet. Ipsumit lorimis epitalia adeso.
Product feature 7pt PC: Pentium® 166 MHz or higher, 32 MB of RAM, 180 MB free hard PC: Pentium® 166 MHz or higher, 32 MB of RAM, 180 MB free hard autem vel eum iriure dolor in hendrerit in vulputate velit
disk space, SVGA 800 x 600 16-bit color display, CD-ROM drive, USB, disk space, SVGA 800 x 600 16-bit color display, CD-ROM drive, USB, • Duis autem vel eum iriure dolor in hendrerit in vulputate
Microsoft® Windows 98, 98 SE, Me, 2000 or XP; Macintosh: 233 MHz Microsoft® Windows 98, 98 SE, Me, 2000 or XP; Macintosh: 233 MHz esse molestie consequat, vel illum dolore eu feugiat nulla
imagery. The number of lines and spacing will

Power PC processor, 64 MB RAM, 150 MB free hard disk space, 800 x Power PC processor, 64 MB RAM, 150 MB free hard disk space, 800 x facilisis at villum dolore eu feugiat nulla facilisis at vero velit esse molestie consequat. Per tutoilis apertos.
600 16-bit color display, CD-ROM drive, USB port, Mac OS 9.0, 9.1, or 600 16-bit color display, CD-ROM drive, USB port, Mac OS 9.0, 9.1, or
OS X 10.1 or higher OS X 10.1 or higher Bel illum dolore eu feugiat nulla facilisis at vero eros et
luptatum zzril delenit augue duis dolore te feugait. At
be determined by your content. 3 3 25
Style
The preferred style for tables, charts and graphs is simple,
flat and two-dimensional. Avoid decorative embellishments
and clip art. Charts and graphs Chart text header
Caption describes purpose or
message of chart (14 pt). Lorem
ipsum dolor consectetu adipiscing,
Chart text header
When creating charts and 1995–2003 sed diam. Verecundus

agricolae, etiam catelli frugaliter
Translation allowance graphs, use as few colors as adquireret ossifragi—edusmputat

util adesso vano bene. 2003
possible. Start with black and
When creating tables, charts and graphs that might be other supporting neutrals and
translated from English, allow a minimum of 30% extra the dominant color of your Body text can discuss market needs and customer
Headline 9pt
piece, and add accent colors differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy
space for language expansion.

if necessary. Colors in the language translation. (9 pt) Lorum ipsum illius aperto.
Duis autem vel eum iriure dolor in hendrerit in vulputate

1995
palette should never be tinted nulla facilisis at vero eros et accumsan velit esse molestie
vero erodio dignissim qui blandit praesent lumet, con-
exerci tation ullamcorper suscipit lobortis nisl ut aliquip
back, gradated or combined

sectetuer adipiscing elit, sed diam nonummy nibh euis-
• Bullets provide an opportunity to highlight important
to create new colors. Veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat. Duis
• Duis autem vel eum iriure dolor in hendrerit in vulputate

Duis autem vel eum iriure doln
hendrerit in vulputate velit esse
molestie consequat, vel illum
dolore eu feugiat nulla facilisis at
velit esse molestie consequat. Per tutoilis apertos. vero eros et accusse molestie con- performance, TCO and ROI, and point out the key eros et accumsan et iusto odio dignissim qui blandit
facilisis at villum dolore eu feugiat nulla facilisis at vero sequat, vel illum dolore.
eros et accumsan et iusto odio dignissim qui blandit differentiators of our product/service/solution/strategy praesent luptatum zzril delenit augue duis te feugait—
praesent luptatum zzril delenit augue duis te feugait— (why it’s better than our competitors’ offering). If you fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor
fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor are creating the original piece in English, always allow sit amet, consectetuer adipiscing elit, sed diam nonummy
luptatum zzril delenit augue duis dolore te feugait. At
sit amet, consectetuer adipiscing elit, sed diam nonummy a minimum of 30% extra space for expansion with nibh euismod tincidunt ut laoreet dolore magna aliquam
nibh euismod tincidunt ut laoreet dolore magna aliquam language translation. (9 pt) Lorum ipsum illius aperto. erat volutpat. Veniam, quis nostrud exerci tation ullamcor-
Lorem ipsum dolor sit amet, consetetur sadipscing elitr,
erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo conse-
sed diam nonumy eirmod tempor invidunt ut labore et Duis autem vel eum iriure dolor in hendrerit in vulputate
per suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor
dolore magna aliquyam erat, sed diam voluptua. Stet velit esse molestie consequat, vel illum dolore eu feugiat
quat. Duis autem vel eum iriure dolor. clita kasd gubergren, no sea takimata sanctus est Lorem nulla facilisis at vero eros et accumsan velit esse molestie Nulla facilisis at vero eros et accumsan et iusto odio dig-
ipsum dolor sit amet. At vero eos et accusam et justo duo consequat, vel illum dolore eu feugiat nulla facilisis at nissim qui blandit praesent luptatum zzril delenit augue
dolores et ea rebum. Stet clita kasd gubergren, no sea vero erodio dignissim qui blandit praesent lumet, con- duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
takimata sanctus est Lorem ipsum dolor sit amet. Lorem sectetuer adipiscing elit, sed diam nonummy nibh euis- amet, consectetuer adipiscing elit, sed diam nonummy
ullamcorper suscipit lobortis nisl ut aliquip ea commodo
ipsum dolor sit amet, consetetur sadipscing elitr, sed mod tincidunt ut laoreet dolore magnai blandit praesen nibh euismod tincidunt ut laoreet dolore magna aliquam
consequat. Duis autem vel eum iriure dolor hendrerit in
diam nonumy eirmod tempor invidunt ut labore et dolore Veniam, quis nostrud exerci tation ullamcorper suscipit erat volutpat. At vero eos et accusam et justo duo dolores
magna aliquyam erat, sed diam voluptua. lobortis nisl ut aliquip ex ea commodo consequat. Duis et ea rebum. Stet clita kasd gubergren.
1 Chart title here (9 pt) 2

09 Click.
Print.
Giggle.
Approach to content > How to use these standards
> Our look and feel

The way we speak is as important as what we say.
> Core brand elements > 01 Composition 15
The HP tone of voice is intelligent, informative, human, optimistic > Legal and trademark information > 02 Photography 22
and witty. It is not arrogant or negative. It is not filled with jargon > Contact information > 03 Graphics 41
or jokes. Copy should be brisk and informative, pragmatic but > 04 Illustration 43
never dull. > 05 HP invent logo 48
It should reflect, above all, our passion for our customers and
> 07 Color 63
for our work.
> 08 Typography 68
> Contents > Core brand elements > Approach to content v back | forward k j Skip to next chapter 75
Tone of voice
Messaging should be clear, concise and intriguing.

Supporting the qualities of our brand, the language
should be inventive, human, optimistic and dynamic.
Our goal is to talk to customers in a more direct,
human and engaging voice. Rather than using
technical or generic phrases, such as “Believe you
can,” you are encouraged to write descriptive and
surprising copy that resonates with customers.
This system provides an opportunity to use
messaging text, headlines, quotes, charts,
photography and graphics to tell a compelling
story about HP products, solutions and services.
HP messaging standards are available at
Tone of voice guidelines, which are still under
development, will be made available in the future.
The company brand name
HP
Our company brand name is HP, regardless The company brand name
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
adjective—for 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. HP is always capitalized. HP is the leader in digital photography.
The only time that HP will not be capitalized is when it
appears in the hp.com URL, the HP invent logo and the
+hp graphic device—in these cases it should appear
in the lowercase as “hp.”
Exceptions: the HP invent

logo, the +hp graphic device
and www.hp.com
www.hp.com
The company trade name
The company trade name of the U.S. parent

corporation remains Hewlett-Packard Company,
The company trade name
Hewlett-Packard Company
regardless of the typeface in which it appears,
and 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 organization, 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, and must appear in the same typeface as
the surrounding text.
HP product, solution, service and category names
The company brand name (HP) should be a part Capitalization HP Media Center PC 873n
of all product, service and solution names and
product numbers. HP is set in uppercase with a HP StorageWorks Enterprise Virtual Array 3000
minimum of one-half character space between
HP and the product number or name. The only HP Business Inkjet 2600 color printer
exceptions to this are product names consisting
HP OpenView management software
of two or three letters, such as HP-IB or HP-HIL,
where a hyphen is permitted between the HP 27 black inkjet print cartridge
company initials and the letters that follow.
Capitalization HP digital photography
HP is capitalized in all product, category, solution and service
names. Do not bold or italicize the HP in a product name. HP HP mobility architecture services
product names are not inter-capped unless they are trademarked
(e.g., HP LaserJet 3300 color printer). Because names can be
considered trademarks or service marks, they must be reviewed
and approved in accordance with company standards. Placement of descriptors HP Deskjet 5500 color printer
Descriptors
All product and service names should include a descriptor HP Deskjet 5500
that helps customers identify, select and purchase. Whether color printer
descriptors follow a product name and model number on one
line or drop to a second line, they should always be lowercase. HP Premium Plus photo paper c1234a
Printing supplies and media materials function as descriptors
and should also be lowercase (e.g., HP 27 black inkjet print
HP Premium Plus
cartridge, HP textured greeting cards c1234a).
photo paper c1234a
Capitalization and punctuation
Our capitalization and punctuation rules follow Body/editorial text At HP, our team of 65,000 services professionals is
standard practices. This makes our system intuitive focused exclusively on helping you increase the value
and consistent. Practical to implement, these rules of your IT investment while delivering measurable
will also help us generate communications that feel business value for every IT dollar you spend. Simply
natural to all of our audiences. These new standards put, HP has proven experience in linking business
apply to all HP communications. and IT so that they work together to fuel your success.
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 HP digital photography
Titles HP Security Analyst Meeting
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 Headlines and subheads Making digital imaging simple
initial-capped.
We make digital imaging simple.
Headlines and subheads
The first word in a headline or subhead should always use
Digital imaging
an initial capital letter. Capitalize the first word, and any proper
nouns, titles or acronyms only. If a headline or subhead is a
Global citizenship and the HP Standards
complete sentence, it should end with appropriate punctuation.
If a headline or subhead is not a complete sentence, then it of Business Conduct
should not include end punctuation (e.g., a period).
Run-in subheads
The first word in a headline or subhead should be capitalized. Run-in subheads HP delivers more value. You need to deliver
If a run-in subhead is a complete sentence, it should end with more business value in an increasingly complex
appropriate punctuation. If it is not a complete sentence, it
should not include end punctuation (e.g., a period).
and dynamic IT environment.
Digital photography Provided in this kit are
guidelines about HP’s digital photography
product design specifications.
Capitalization and punctuation, continued
Bulleted text Bulleted text • Digital imaging is fun.

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 • Enhanced capabilities
requires a period, whereas a phrase does not.
• Automatic zoom lens
Proper names, names of countries and cities, and
calendar headings • 4800 dpi
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 Proper names, names of HP’s e-inclusion initiative brought Internet
countries and cities, and
capital letters. Punctuate the text according to standard calendar headings connectivity to remote villages in India.
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 lower-
case. In headlines or subheads, do not capitalize the first Table, chart and graph HP Photosmart 812 camera
letter following a colon. headlines
Features Benefits
Em dash 4800-dpi resolution True-to-life color
Use a solid em dash (—) to indicate a break in thought. 21x total zoom Auto focus for close-ups and panoramics
Do not replace an em dash with a hyphen or two hyphens (--).
1.5-inch LCD screen Immediately share, store or delete photos
Do not add spaces to either side of the em dash.
Editorial style sheet
To ensure greater consistency across all HP Commonly used words
communications, refer to this style sheet for guidance all-in-one (not a product name) know-how scalability
on spelling and treatment of commonly used words backup (noun, adj) Linux scalable
and phrases. back up (verb) log-in (noun, adj) small and medium-size
businesses (SMB)
Ampersand (&) business-to-business (B2B) log in (verb)
storytelling
Do not use an ampersand as a simple substitute for the word CD-ROM, CD-ROMs log-on (noun, adj)
straightforward
“and.” Use it only for proper names (e.g., Procter & Gamble). client/server log on (verb)
supply-chain (adj)
easy-to-use market share
Numbers
supply chain (noun)
In body text, spell out numbers one through ten; use figures for e-business medium-size businesses
third-party (adj)
11 and above. In charts, graphs and tables with limited space, e-commerce mission-critical
figures are acceptable for all numbers. timeline
e-mail next-generation (adj)
trade show
end-to-end offline
Prefixes
true-to-life
To aid readability, hyphenate words beginning with common end-user (adj) on-demand (adj)
UNIX
prefixes such as “multi-,” “non-,” “pre-,“ and “co-” (e.g., multi- end user (noun) One Voice
platform, non-standard, pre-approved, co-author). usable
everyday (adj) online
user-centered (adj)
every day (noun) on-screen
Apostrophes
voicemail
Do not use an apostrophe in the plural form of an acronym extranet point-and-click
web
or abbreviation (e.g., “PCs” not “PC’s” and “SKUs” not “SKU’s”). high-tech (adj) point-of-sale (POS)
Do not use an apostrophe before the “s” in decades (e.g., web-based
high tech (noun) pop-up window
“1990s” not “1990’s”). Also remember, the contracted form homepage print-out (noun)
web page
of “it is” is “it’s” and the possessive form of “it” is “its.” website
HP (except in logo, hp.com URL process ease-of-use
and +hp graphic device) workflow
Acronyms pull-down menu
In general, spell out a term on the first reference, followed by HTML workstation
real-time (adj)
the acronym in parentheses. You may use the acronym alone industry-standard
real time (noun)
world-class
on subsequent references. Internet World Wide Web
redesign
intranet
RoIT
Legal and trademark information
General information on acknowledgments can be found

at http://legal.hp.com/patenttm/tm_info.htm#trademark.
HP’s acknowledgment policy for other companies’

trademarks can be found at
http://legal.hp.com/patenttm/tradeack.htm.
1. HP generally does not use acknowledgments with its own 3. From time to time it may be expedient to include an 6. Trademark symbols are customarily applied the first time
trademarks (this includes symbols, such as ® or ™, and acknowledgment in a joint press release, or some the trademark appears in a publication, using the format
legends such as “HP is a trademark of Hewlett-Packard other form of joint promotional material, as a courtesy. provided in the list. Acknowledgment legends may be
Company”). An exception is the corporate HP invent logo, This may be done informally, for a limited time, at collected and placed in any reasonably visible location
which generally carries a ® symbol. HP’s discretion, and not as the subject of an agreement (e.g., at the bottom of the last page of press releases, on
or obligation to do so. the back cover of sales literature, at the end of articles,
2. HP generally does not acknowledge other companies’
in a software “about box,” via a link to “legal notices”
trademarks. The trademark acknowledgment list (posted 4. HP may also receive user documentation, camera-ready
on a web page, in a footnote beneath the first reference
at http://legal.hp.com/patenttm/tradeack.htm) identifies artwork or other material designed for reproduction and
to the trademark).
those few trademarks HP has elected, for good cause, distribution that includes trademark acknowledgments.
to acknowledge on an ongoing, companywide basis. These materials may be reproduced and distributed 7. You do not need to and should not include a general form
You should acknowledge these trademarks in the format without altering embedded trademark acknowledgments. acknowledgment such as “other trademarks are property
shown. Good cause usually requires a written acknowl- of their respective owners.”
5. Generally speaking, it is neither necessary nor appropriate
edgment provision that is part of a larger commercial
to approach another company for guidance on whether
agreement. HP avoids these provisions where practical.
or how to acknowledge its trademarks.
> Contents v back | 83
Contact information
Contact Telephone E-mail

Submit questions about brand standards Lorem ipsum
Et tamen in busdam neque Image development
and template production via e-mail to pecun modut est neque
the appropriate contact person from the nonor et imper ned libiding
gen epular et soluta nobis
Ellen Maly 508/467.2377 ellen.maly@hp.com
list on the right. eligent optio congue nihil est

Use of the +hp
maxim religuard cupiditat,
qwuas nulla praid om Bryan Stahmer 650/857.6540 bryan.stahmer@hp.com
umdant.
Copyrights and trademarks

Elaine Jansen 281/518.6691 elaine.jansen@hp.com
Tracking and publication numbers

Chauncey Daugherty, Wolf Online Literature System 650/857.3744 chauncey.daugherty@hp.com
Ed Wilson 650/857.5142 ed.wilson@hp.com
The HP Creative Resource Library

John Costes 603/472.8923 john.costes@hp.com
Judie Lutz 281/514.4799 judie.lutz@hp.com
Advertising
Cheri Hamlett 281/518.8605 cheri.hamlett@hp.com
One Voice training

Peter van-Naarden 805/462.9562 peter.van-naarden@hp.com
HP brand identity
Bryan Stahmer 650/857.6540 bryan.stahmer@hp.com

HP Brand Standards v103b

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> Contents v back | forward k j Skip to next chapter

Vital throughout the world

HP promises to bring people vital technology for

HP brand standards: contents

Introduction i Core brand elements 14 04 Illustration 43 07 Color 63

How to use these standards

Do you need to create a new communications piece?

Step 1: First, read these standards in full to better understand our

Step 2: To learn how to apply those brand elements, read the

Step 3: Select and download the appropriate template for your

A company and a brand,

than ever before. > Our look and feel

> Core brand elements

> Legal and trademark information

> Contact information

HP now takes its place as the world’s leading

Enjoy more. Get more. Demand more.

And to our customers in all of these segments,

Our brand strategy

What HP stands for Invent

Our brand promise Vital technology for business and life

Our character Optimistic Dynamic Human Inventive Trustworthy Quality-driven

Our differentiators Collaborative relationships Our people Our technology

Global reach Global citizenship

Our job as communicators is to make these qualities real

World-stage Our work in

Post-sale How sales

Executive How we answer

Our look and feel

> Core brand elements

> Contact information

A brand with unlimited potential

Aspiring to a more rewarding customer experience

A navigable world of motion and sound

Making the HP experience more powerful than ever before

Core brand elements

business needs. > 04 Illustration 43

> A company and a brand, energized

Asymmetry and geometry

While our compositions and 3D environments are Asymmetry and geometry

Body text describes product benefits and can touch on

Nulla facilisis at vero eros et accumsan et iusto odio

Title of Session Location

Title of Session Location

straight lines for structure and consistency, we use

asymmetry to give them energy, movement and

Event agenda cover Event agenda interior spread

($150 U.S. value) with mail-in offer. Offer good

Ten happy toes.

POS poster POS poster

Rather than centering text

evenly on opposite sides of the

page, we place design elements

To learn more about HP’s offering, visit www.hp.com.

Asymmetrical layout Symmetrical layout

Creating a dynamic composition

This poster shows a good balance of rest space

New friends, new job, New friends, new job,

This poster shows a poor balance of rest space

of squares that helps structure content and create

to create a proper grid for your design. Remember,

This block of copy

Suggested page division