HP's aborted rebranding

Wow, very interesting. I like the existing logo a lot - and incidentally it isn't a good version portrayed on the article itself - the HP website version - i.e the version we all know, is the one which works well and doesn't need to change imho.

The new version by Moving Brands seems as is it's been forcibly stripped and kicked into a 'new aged' definition, and i'm glad they didn't run with it.

Interesting reading Mr A.D.R - thanks.

looks like much of the content has been pulled. i guess HP didn't like them posting all of that.

reminds me of dane cook's "super-finger" thing.

I like the thinking in the design behind the re-brand. Clearly, stripping the iconography down to its core components is good thinking and what brand identity represents in the world.

I do not believe the execution is successful, though. It is not clear those icons were actually the letters representing an 'h' and a 'p.' Certainly, HP is a global brand, but I don't believe most folks would make that connection. I believe the designers 'hoped' folks would make that connection, but its simply unclear when you step away from it. In fact, when pulling back away from the logo mark, it seems like an inverted approach to Rand's IBM logo, but the individual iconography, angled lines, lack the gravity for the brain to make the connection that those are, in fact, letters.

Great thinking. Just not well-executed.

I like this treatment. Perhaps the smallest serif on the tops of the short lines would have emphasized the idea. I'm a bit sad that didn't follow through.

I like it too, actually. I could see someone who never heard of HP before thinking it is an abstract "lip" or even "lili" but oh well.

Like the idea, but think they need to borrow some of Cao's sacred geometry and make the short strokes approx. 1/2 the size of the larger strokes. They're too short for me. The spacing should be closer inside the letters than between them as well - like the current logo.

I've recognized HP’s new logo at first sight.
I think it’s a daring and minimalist design that gives old HP a brand new futuristic look. It was about time Hewlett-Packard changed their stuck-in-the-90s logo.

biggest issue for me is the h could have as easily been read as a b.

the whole thing seems overly self conscious and under worked.

the hp target is too wide and they need readability.

the up to down force is too much strong

This is a typographic nightmare. In the roman alphabet the "H" is has an open counter at the bottom while the "P" character is fully closed. Effectively, this can be easily read as BP to those whom are unfamiliar with the brand. As much as I can appreciate the delicate process of major rebranding events within a major MNC, it still has to effectively communicate precisely what the brand says, and with a company with as much experience as HP, its history.

It brings up my bp