moving brands have designed a new identity scheme for technology company HP (Hewlett Packard).
the new logo sees the well established lower case ‘hp’ logo reduced to four forward slashes.

following text from the moving brands website

moving brands partnered with HP as their lead agency to set a creative vision for the HP brand.
the vision was to transform the world’s biggest technology company into the world’s most
powerful brand. HP would become the blueprint of a moving brand, built for a moving world.

when we began working with HP, their offer was unparalleled, with the broadest portfolio of all
their competitors. from services to servers, printing to networking, storage to mobility and far
beyond, HP have lead the market in almost every category in which they operate.

however, HP had lost its forward leaning culture after over 50 acquisitions in the past five years.
the once iconic brand was deemed dull and lifeless by consumers and business customers alike.
the power of the portfolio could only be fully leveraged by aligning it under a single-minded story
that could rally various businesses and over 300,000 employees world-wide behind a unified
strategy and behaviours.

www.movingbrands.com