NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
I will preempt this post by saying that this may or may not be an official long-term change for HP. There has been no press release and no change on their main web site, but the use of this reworked logo has been making enough appearances to consider it a low-key rollout. I first saw the logo on a TV ad for HP’s Touchscreen PC — and I would recommend watching the ad as it is pretty awesome — and then it has been popping up in print ads in a variety of mainstream magazines, including Wired, where the logo shown above comes from. The evolution looks interesting, I definitely like the removal of the holding shape which has always, to me at least, made it look more like the logo for a dishwasher. I also like how the circle now “masks” the italic hp letters, it gives the sense of there being more beyond what you are looking at. The shading doesn’t look great in the image above, but it’s a nice subtle execution, as opposed to the clunker two posts down. A nice, punchy evolution.
Update: A clean version of the new logo has kindly found its way into my inbox. Refresh your browser to see it.
Jump to Most Recent Comment
John Mindiola III’s comment is:
ridiculous. is hp some kind of superhero now? bleh.
On Aug.28.2008 at 08:52 AM
Remy Overkempe’s comment is:
I'm not sure about this one. I actually like the old HP logo, it has a certain class of style and heritage over it. I guess the after image isn't the best resolution, so I won't comment on the quality, but what I do like about it is the shading of the letters H and P (when seen in full resolution, but even in this lower one). It gives it a hint of elegance. But overall (I'm a little bit torn here) I have to say I like the before better.
(By the way, thank god that they didn't change the typeface!)
On Aug.28.2008 at 08:54 AM
Guy Leech’s comment is:
I'm of the opinion they've abandoned simplicity and class for pandering to current design trends - this new logo doesn't really offer anything new (apart from 'shine'), and lacks the simplicity and clarity of the former.
On Aug.28.2008 at 09:22 AM
Kris’s comment is:
I love the old version - it's way classier, less trendy, and just feels solid - something you can trust to be around for a while.
Whereas the new logo is just trendy and a piece of what everyone else is doing, which is fine for your basic startup trying to catch on, but this is HP.
On Aug.28.2008 at 09:37 AM
Guillaume’s comment is:
Harry Potter is making computers ?
(taken from the mentioned ad)
Drew Davies’s comment is:
Wait, I'm confused: when small startups use shaded globes, bevels and gradients, people always bitch about it for weeks. Now, HP takes a clean, solid, flat logo and 3D-ifies it, and it's "a nice, punchy evolution"? No thank you.
On Aug.28.2008 at 09:51 AM
Steve Tucker’s comment is:
While it looks nice as a "treatment" option, it lacks the uniqueness of the origninal form. Think of how this new logo would translate into a 1-color black scenario. With all of the bells and whistles used in the new solution—it already dates itself. Too bad for HP if this is what they plan to adopt going forward.
On Aug.28.2008 at 10:09 AM
rickyaustin’s comment is:
I sure hope that this is a phase they're going through.
I really dislike this treatment. The blue is horrid.
If this is what is expected of me in my career, I'm finding a new job.
On Aug.28.2008 at 10:22 AM
jRod’s comment is:
@ Steve
I really think that they will use a one color version of this new logo that will be similar to the older one, just reversed and without the holding shape. takes care of the b/w problem...
as for the logo, I like it... it goes zing-POW! and should look good on the PC itself in a physical form (if they do it right). I am a Mac user, but i am still pretty excited about HP's growth. They just announced a new plant in my area and we are looking forward to their success.
On Aug.28.2008 at 10:24 AM
Davekos’s comment is:
oh my god. i even consider the new logo a crime against good design.
the old logo is unique n way much more modern.
Stereo Radiation’s comment is:
Almost looks like they stole the Hockey-Puck logo from yesterday!
On Aug.28.2008 at 10:38 AM
Jw’s comment is:
It doesn't look nice. That "Tim Burton-y", Harry Potteresque font is ridiculous on top of it.
Here's a pet peeve of mine: Logos what have letters that go outside of their bounds (in this case, the tip of the 'h' and the 'p') but aren't the same color as the background. In the original shown, there is a great figure/ground relationship. The revised one is figure on figure... looks dumb.
On Aug.28.2008 at 10:39 AM
Mark’s comment is:
I thought I noticed this on a commercial!, glad it wasn't only me. It seems much more simpler now, and less clunky. That square somewhat bothered me.
On Aug.28.2008 at 10:41 AM
Diogo’s comment is:
I really don't like it. I like their logo as it is on their webpage:
Tom’s comment is:
Gross! Looks like it was developed by an advertising agency.
On Aug.28.2008 at 10:50 AM
sra’s comment is:
Harry Potter is making computers ?
Yes, as soon as I saw that I was thinking: "Why are they going all Nightmare Before Christmas in their ad?"
It's a really strange choice.
The things pointed out as positive (getting rid of the holding shape, masking the italics) could have been done without adding gradients.
On Aug.28.2008 at 11:10 AM
Tom Hackett’s comment is:
The old logo was fine. I think now it looks "dishwasher-y".
On Aug.28.2008 at 11:11 AM
Anthony’s comment is:
you must be joking. This is terrible.
On Aug.28.2008 at 11:27 AM
damon’s comment is:
I love the tv spot...and the product looks kinda cool.
not so sure I care for the logo revision, but I never really liked the old carrier either.
doesn't fit with their media image, which is so techy and cutting edge.
I did like the treatment with the + sign they were using a lot more...maybe that was just campaign specific.
On Aug.28.2008 at 11:27 AM
John’s comment is:
Add my name to the list of people who haven't figured out why gradients are evil except in this case.
I'm not against gradients when they're done nicely. This one isn't.
On Aug.28.2008 at 11:45 AM
Miles’s comment is:
What the crap. This thing looks way worse than that hockey logo from the other day.
As for that Burton-y font, they've been using that in all their print ads for months. The first bunch of times I saw it, it really confused me, but they just keep using it and it's starting to grow on me.
On Aug.28.2008 at 11:46 AM
Hibryd’s comment is:
Side note: I worked at a print shop that occasionally did work for HP. I learned that HP did the smartest thing with their logo (their old one, obviously) that I've ever seen. They made it into a font. That way everyone, on every system, no matter what software they had, could insert a perfectly sharp vector HP logo with a single keystroke.
On Aug.28.2008 at 11:46 AM
Arnold Porras’s comment is:
NO WAY! Why is 3d-globe-shiny better? What is the concept behind it? Stop the madness, this is not cool!
On Aug.28.2008 at 11:51 AM
dg3’s comment is:
Lets face it. We need to get out of the graphic design business and start mowing lawns. Nothing makes sense anymore.
On Aug.28.2008 at 11:55 AM
Mr Posen’s comment is:
Armin said: "A nice, punchy evolution."
Armin, honestly you think this is good?
I agree, the removal of the rounded 70's rectangle is a step forward, but the liquification is meaningless trend pandering.
On Aug.28.2008 at 12:37 PM
Darrin Crescenzi’s comment is:
…there's good money in mowing lawns.
On Aug.28.2008 at 12:41 PM
Mingshi’s comment is:
So many lazy rebranding nowadays... They must have spent all day trying out photoshop filters.
Looks good for a quidditch ball design perhaps?
On Aug.28.2008 at 12:46 PM
Dylan Mullins’s comment is:
It's hard to believe some people think this treatment is better than "trendy gradients and gloss." I guess you missed the part where this was trendy and full of gloss evil-ness. What the hell is going on with the dithered blue background? Looks terribad.
On Aug.28.2008 at 12:59 PM
Mark’s comment is:
the blue circle basically disappears from farther way on a dark background, so I bet it's going to be pretty much useless on a dark background on a smaller scale.
I could have lived with the blue background effect, it would have been more clearer and cleaner.
They're trying too hard to reinforce the circle shape too much.
is that a reflection effect I spot? ugh.
this would be great for the signage and the TV but for basic print they should try to keep it simple, sort of like what AT&T did.Those reflection effects will mean bup-kis on a smaller scale, since your not going to see it.
On Aug.28.2008 at 01:02 PM
abcd’s comment is:
Yes this is terrible. I cannot digest the fact that armin likes it. Its disgusting. As a graphic designer, its demoralizing to see this kind of work. What on earth is going on? As some one commented, we need to forget graphic design and start mowing lawns. Its a real let down.
On Aug.28.2008 at 01:03 PM
Mark’s comment is:
dang it I messed up Here's what I MEANT.
the blue circle basically disappears from farther way on a dark background, so I bet it's going to be pretty much useless on a dark background on a smaller scale.
I could have lived without the blue background effect, it would have been more clearer and cleaner.
They're trying too hard to reinforce the circle shape too much.
is that a reflection effect I spot? ugh.
this would be great for the signage,websites and the TV but for basic print they should try to keep it simple, sort of like what AT&T did.Those reflection effects will mean bupkis on a smaller scale, since you're not going to see it.
On Aug.28.2008 at 01:05 PM
Warren’s comment is:
HP doesn't just make PCs; they also make some of the best, most reliable scientific and engineering calculators on the planet.
And I can't even begin to guess how they plan to port that godawful piece of bubble-tripe onto the faceplate of a 32s.
Imagine IBM retooling their look. Or Cray. Some trademarks and logos are so robust and trustworthy that about the worst thing that can be done is a rebrand.
On Aug.28.2008 at 01:08 PM
Wünderwoman’s comment is:
Add one more logo to the "gumball" machine.
I'm with you guys. The previous logo had a lot more sophistication to it. The new one follows current design trends...and we all know of a couple embarassing trends that have come and gone.
If everyone is wearing parachute pants and a mullet (with zebra print headband)...does that mean you should too?
A great brand should LEAD. It's logo should be foundational, meaningful and memorable...and shouldn't be influenced by a "me too" philosophy.
On Aug.28.2008 at 01:11 PM
Paul Lloyd Johnson’s comment is:
You think this is better than the hockey logo? HELLO? WTF?!
On Aug.28.2008 at 01:23 PM
EMD’s comment is:
HP wholeheartedly lifted the 'Computer is Personal Again' look from this
Also, the new logo is atrocious. The old one wasn't great, but by no means is the bubble-ized version an improvement.
On Aug.28.2008 at 01:29 PM
Chris Herron’s comment is:
A new word: generification
On Aug.28.2008 at 01:32 PM
exigent’s comment is:
WTF! This is truly a travesty. The former logo didn't use gradients and flares to signify a clean and easy to use product line. Now we see a logo that is following the already tired web 2.0 trend.
FAILURE!
On Aug.28.2008 at 01:47 PM
Armin’s comment is:
As I've said many times before: It's about judging a logo in context, you can't apply the same principles to everything, otherwise you are just a cymbal monkey repeating the same thing over and over. HP needs to adapt and evolve with the changing aesthetic of design in the technology industry. Apple, Sony Ericcson, AT&T, etc. they are all going in this direction. Whether you like it or not, is not the point, it's happening and that's the end of that. HP's old logo was needlessly complicated: What does the rectangle do that the circle alone can't? The typography is exactly the same as it was before, and it now looks like the little physical badge that you would find on your computer -- not very different from Apple. The new logo, whether used solely in its volumized state or as a single-color application (which I'm sure exists) is more iconic, not in the sense that it's more historic, but it's a quicker, bolder read.
This is also about execution. The Champions Hockey League logo was an amateur execution of shades and bevels, it looks cheap. This is better resolved, and follows a very defined highlight, as opposed to just going by whatever the gradient tool in Illustrator can do. This is well executed.
Anyway, as noted in the update of the post, an official logo has replaced the before/after image.
On Aug.28.2008 at 02:21 PM
Joel’s comment is:
RE the logo: apply web 2.0 filter to old logo, rinse, repeat...
RE The tagline:
I've always hated the premise of these "The computer is personal again" ads. Cool video effects but they make no attempt to explain why HP is more personal than any other computer. Not to mention the fact that the activities they depict are things I've been doing with macs for years (think iLife) so it seems pretty disingenuous to begin with. Maybe the tag should be: "A Mac for Windows Enthusiasts."
Nice Try HP.
On Aug.28.2008 at 02:27 PM
Mark’s comment is:
I'm refreshing but I'm still getting the before after image.
On Aug.28.2008 at 02:46 PM
Brandon’s comment is:
???
I might just be young and naive (at 26), but I love the new logo and identity. It still retains the spirit of the original, but deviates enough to provide a fresh face for a new line of products. In regards to the harry potter/tim burton themes, I think it's a brave move to identify themselves in a new light. Instead of the cold, streamlined fonts usually seen in the tech-sector, we get a humanized approach that hints a little bit at the magic and mystery behind the machine. Sure, at first I thought it was silly and abrasive, but the more I look at this move, I feel like someone in the brand agency finally grew a pair and wants to shake things up a bit.
Daniel Campos’s comment is:
I prefer de old logo! It's more... more.... ah, tis better!
On Aug.28.2008 at 03:13 PM
Evan Rowe’s comment is:
Looking at this for what it is, it's a decent refresh, but it's following certain trends in re-branding a bit too closely, which means this thing is gonna be in for another refresh in just a few short years, if that.
Would have been nice to see something similar with a slightly more elegant execution that could have more longevity, but all-in-all, it's neither terrible nor outstanding.
A much better example of a tech company refresh would be something along the lines of the newer Intel logo. I think this is the kind of example tech companies should be looking to follow:
Joey Pfeifer’s comment is:
What I find interesting about a lot of these rebrands is the fact that the core of the logo essentially stays the same. Not paying attention to the gloss and shine of this new HP logo, I do think it's a better reiteration of the old version. It's better executed when put in a circle, and I'd like it even more without the 3D effects.
On Aug.28.2008 at 03:44 PM
Keith Upchurch’s comment is:
I like the old one better. It looks more solid and stable as stated above… The future for Identity Design seems to be filed with gradients and bevels lately, which I'm not against as long as they are used in context. I guess I'm old fashioned in that sense and prefer more simpler solutions…
On Aug.28.2008 at 04:22 PM
Phillip’s comment is:
Oh my god. Please let it be a joke.
On Aug.28.2008 at 04:44 PM
jRod’s comment is:
what is up with you people??
why is that nobody does the glassy look well anymore? HP is a high tech company, why can't their logo reflect (no pun intended) that? for crying out loud, we lay into every logo that does a "globe look", even if its seemingly appropriate and done well! i mean, they didn't just make the circle three-dimensional, they added some serious stylization to the lettering as well. this was not cheaply done, it took some serious work to get this looking right, and that's probably after the 32nd iteration of it.
all im saying is that we automatically shoot down the globe effect, no matter what it looks like. i would think the reason its despised like it is would be because of all of the places it used inappropriately, like, i don't know... European Hockey maybe? so when a company finally uses it appropriately, we throw them in the wood chipper.
On Aug.28.2008 at 04:47 PM
Vlad’s comment is:
Just like Windows Logo is now in a bubble, HP wanted to reflect the stability and freshness of Vista. lol
On Aug.28.2008 at 05:39 PM
Blue’s comment is:
Your HP logo has experienced a sudden loss of charm. Please reboot.
I loved the blue square. It was so recognizably different.
On Aug.28.2008 at 06:35 PM
Anonymous’s comment is:
The thing with the marble logos is that the swath of these tranformations resembles a conglomerate who, after acquiring a number of unrelated brands, decides to roll out a unified identity created by the lowest bidder.
It lends an air of amateurish creepiness, frankly. I keep looking for a connection between them and have to remind myself that each company is doing this _voluntarily_!
On Aug.28.2008 at 07:33 PM
Benson’s comment is:
I just can't get the Fantastic Four logo out of my mind everytime I see the new HP logo. Believe me when I say this is a bad thing.
On Aug.28.2008 at 07:37 PM
mark’s comment is:
HP has done a great job lately redefining their brand.
I used to associate HP with cheap, as in corner cutting cheap. Discount computers made with parts that will wear out quickly cheap. The discount subsidized by loading the default install up with spyware cheap. As a tech head, I wouldn't have recommended their brand at all.
But then they made a shift. And the advertising started trying to convince me they we cool. I looked at their giant monitors and though they looked slick... My mind share for their products had shifted, they looked like they fixed some of the cheapness of it all. The cases didn't look like they would fall apart anymore.
But.... I just couldn't handle the idea of that stupid HP logo staring back at me, telling me that I've been conned into buying a cheap monitor. So I bought the Samsung monitor.
So, the stupid consumer in me thinks this redesign is smart, it gives me a chance to let go of the old bias. I might just be able to accept this new realigned HP. Maybe the logo signifies a different product experience. It's not about cheap, it's about a well designed experience. If they can make those slick ads, they must be doing the same attention to detail in the new machines.
Stupid consumer in me falls for the 'new HP.'
The designer in me like the old logo better, it's more unique. Letters in a circle? You can't do better than that?
But from a whole brand perspective, I think it's a good move.
On Aug.28.2008 at 08:20 PM
DKM’s comment is:
I think it's just a product logo; you know a render of an actual gem-like, physically-multi-dimensional pill that would be found on a certain line of their notebooks or touch screen workstations. So I'd expect it on their notebook covers, the top right corner of a few keyboards, and maybe as a zipper pull on company logowear.
On Aug.28.2008 at 08:44 PM
Matheus’s comment is:
another crappy web2.0 total lameness
fail
On Aug.28.2008 at 09:34 PM
beh’s comment is:
reverse, reverse...
the original's simplicity and use of white space was more effective and easier on the eyes. with the a/descenders on the former going out of the circle & the streamlined look of the stroke, it has clear start & end points and sends your eyes to focus on the center.
the new one is distracting. contained in the circle, the glowing edges force you outside and around & around. i'm hoping it's temporary, i can see the original lasting much longer than this shiny trend
On Aug.28.2008 at 10:09 PM
dg3’s comment is:
Why not get rid of the circles, rectangles, etc, and just go with the simplest logo possible?
Mark’s comment is:
dg3,I like that idea, that would certainly stand out more :D
On Aug.29.2008 at 12:40 AM
T-Bone’s comment is:
It's pretty funny seeing all the anti-shine propaganda on here, it's seems like a mandatory stance to take to be seen as a credible designer.
i think part of the reason this shininess is hated on so much is because a lot of designers can't render logos as well as this new HP one – it's not a just a dang photoshop filter, it takes skill!
On Aug.29.2008 at 12:49 AM
Mark’s comment is:
I think it's just a product logo; you know a render of an actual gem-like, physically-multi-dimensional pill that would be found on a certain line of their notebooks or touch screen workstations. So I'd expect it on their notebook covers, the top right corner of a few keyboards, and maybe as a zipper pull on company logowear.
I'm actually leaning toward more of this possibility, I mean sheesh one of the biggest technology innovation corporations in the world and the don't make even a peep about changing their logo? Plus not even a change on the website,or even a hint of a change? So far it only showed up ( besides here) on a few TV and print ads, and not even across the board, the old logo still appeared in ads once in a while still.
yet it also puzzles me why they dumped the triangle in the 3D version, maybe it was to clunky, and the logo is enclosed in a circle with no ends sticking out. hmmmmmmm....
On Aug.29.2008 at 12:54 AM
Corey Buckner’s comment is:
I hope this is not an official change, their logo really works for me. It is simple, one-color, easy to print, easy to replicate; and even looks nice. The newer version, hile it probably looks a heck of a lot cooler then the older when booting up your laptop; otherwise appears to be web 2.0 for the sake of web 2.0. All it needs now is a reflection under it and they are ready to start their own HP social networking site.
On Aug.29.2008 at 01:51 AM
Anonymous’s comment is:
It's pretty funny seeing all the anti-shine propaganda on here, it's seems like a mandatory stance to take to be seen as a credible designer.
Or maybe it's just ugly, especially compared to the "Before" image.
No, that couldn't possibly be it. It's professional envy and posturing!
On Aug.29.2008 at 02:23 AM
dg3’s comment is:
It's pretty funny seeing all the anti-shine propaganda on here.
That's about the dumbest thing I've heard you say, T-Bone, and you say some really dumb things.
On Aug.29.2008 at 03:16 AM
Ivan’s comment is:
von Glitschka is on vacation, obviously - otherwise we will be observing another ingenious marbles animation here :)
The logo is everything, but original.
On Aug.29.2008 at 03:32 AM
Anonymous’s comment is:
The logo is everything, but original.
I disagree. I think the logo is anything but original.
(Amazing how a small piece of punctuation can reverse the meaning of a sentence, huh?)
On Aug.29.2008 at 03:43 AM
Von Glitschka’s comment is:
It kind of begs the question: "Did HP take their own advice and use Logoworks?"
After all they do own "Logoworks" so maybe it's a self-inflicted design wound? Maybe they actually did spend just $99 to re-design their mark and arrive at the glassy eye sore in question?
Yes, other technology related companies are moving in this direction, but there is still room to critique this specific genre of graphics. Whether or not you like the marks of AT&T, Sony Ericsson, or Apple, you cannot argue that the execution of the specific styling on any of those was poorly done. It was done extremely well, but the main issue it seems with designers at large is whether or not a logo should be carried out in such a style. That debate will rage on until the next hot genre captivates the major branding firms and we can begin a new design debate as to it's validity.
The problem with HP's new mark for me isn't the fact they are following suit in this genre, it's the fact it was so poorly done. The execution of the faux reflective, glassy is just not done very well at all. It's cheap, looks forced, unnatural even, plugin driven rather than rendered illustratively by someone who can carry off this effect with precision and artistic skill. In other words it does look like a $99 Logoworks job.
On Aug.29.2008 at 04:38 AM
Dragos’s comment is:
I don't have a problem with the new circle/sphere shape instead of the rounded-corner rectangle, but without those cheesy effects...
On Aug.29.2008 at 06:16 AM
Ivan’s comment is:
Anonymous: Yes, you're right :) Should be "anything" instead of "everything" and no comma...but I'm just an ignorant Bulgarian, so you have to forgive me :)
On Aug.29.2008 at 07:51 AM
altoption’s comment is:
I swear this must be April 1.
On Aug.29.2008 at 10:06 AM
Neil’s comment is:
So now, instead of an average dishwasher tablet, we have a Finish Powerball:
Anonymous’s comment is:
I find it puckish.
On Aug.29.2008 at 01:31 PM
Goffredo Puccetti’s comment is:
Pathetic.
American Graphic Design is dying slowly and horribly.
Will this grotesque web 2.0 trend ever end?
UPS, then Xerox, and now this... I am terryfing with the thought of seeing the IBM stripes with bevel any minute now...
Shame on HP.
On Aug.29.2008 at 05:50 PM
Kelly Hobkirk’s comment is:
I like the reworked letterforms which seem stronger in character, but the cheesy glass effect is a major turn-off. Employing this effect looks like the designers tried to use plugins to achieve a look that would perhaps appeal to a more testosterone-driven target market.
Anything that reduces the readability of the mark is a big fat no-no that can only serve to reduce effectiveness.
And what is up with that big, ugly black rectangle around the logo? Is that actually part of the mark?
This one should have been cut at about round two. Surely, a better design is lurking in the shadows. Of course, I said the same thing about the UPS logo a few years back. And I'd say it again.
On Aug.29.2008 at 06:46 PM
Mark’s comment is:
No, the black rectangle isn't part of the logo that's the background from the ad. Is that the clean version you were talking about Armin? It looks the same. I doubt it would look any better on white background. ;P
On Aug.29.2008 at 07:19 PM
felix sockwell’s comment is:
well said von.
i dont know whether its badly drawn or not. i agree with armin's assessment on the finer masking simplification points but all in all as a graphic designer theres nothing inspired or inspiring about turning everything into a piece of glass.
On Aug.29.2008 at 07:56 PM
Anonymous’s comment is:
Looks like someone was foolish enough to drop HPs equity into Interbrand's playpen.
On Aug.29.2008 at 08:02 PM
brandy’s comment is:
HAH! Right on Anonymous! Good g_d, did Interbland do it? Wouldn't surprise me; they have quite a few glassy-marbleicious filters left over from Xerox, AT&T and the rest of the 2.0 orb-fest that they've been churning out lately. Come on guys, are ideas, "design" and "brand" based on a me-too mask and a gradient nowadays? Is that all we have left to critique? This is why brand design is dead.
On Aug.29.2008 at 10:26 PM
Anonymous’s comment is:
all im saying is that we automatically shoot down the globe effect, no matter what it looks like.
that's right. or rather, they all end up looking the same, cheap and generic.
yuck.
Armitage Shanks’s comment is:
Sure seems similar to this old Wind River logo.
dg3’s comment is:
Jesus dude, you couldn't find a smaller pic?
On Aug.30.2008 at 02:34 AM
Mark’s comment is:
here's a suggestion, use something like imageshack or photobucket to reduce the size of a picture, it can help.
people don't like to scroll across the screen to see the full picture.
On Aug.30.2008 at 11:47 AM
Joseph Maguire’s comment is:
I wholeheartedly agree that they lifted their prior ad campaign from that cover to the Jonathan Safron book. As far as I am concerned the new mark does nothing for them. Is totally a bubble effect which is lame. and at the end of the day the highlights are over dramatized, which is great for tv but lousey for print.
In the end HP desperately needs to find a new brand. One that makes sense. Maybe this should have been done prior to the ad campaign, which was a 4/5 imo. I thought the ad was too similar to the style of apple ads but it was filled with vision and for that props.
On Aug.30.2008 at 08:27 PM
Andrew Boardman’s comment is:
Round and shiny buttons make happy and friendly customers who buy pretty and novel things.
HP must have read the same book as CNET (note all caps)!
On Aug.30.2008 at 08:51 PM
Glenn Sakamoto’s comment is:
Truth be told, the old HP logo wasn't very good to begin with. In some ways the logo has been improved by simplifying the overall shape into a circle.
As far as the "shiny" look is concerned, this has been a debate on this blog for some time now and is not that different from the effect Apple has.
HP can only hope to have the brand that Apple possesses in terms of quality, user experience and coolness factor.
Making their logo look like the leader really doesn't help.
On Aug.30.2008 at 09:39 PM
erica frye’s comment is:
HP needs to adapt and evolve with the changing aesthetic of design in the technology industry. Apple, Sony Ericcson, AT&T, etc. they are all going in this direction.
Why does HP need to mimic the others? If all my competitors are going one way, following them is not a way to build your brand. I've spent years counseling clients not to be afraid of being different, that it's nearly always better to stand out than blend in. And if you must keep up with the Joneses, keep your core brand and mark consistent and only switch out elements and campaigns. Hardly anyone buys equipment because of a logo, and selling out to chase a few fickle buyers around seems like a pretty big waste of time and money.
On Aug.30.2008 at 10:04 PM
Captain’s comment is:
May I notice that in the HP commercial featured in this post, at the moment the characters start dropping down the screen, you can clearly read the name "Barack Obama", and "Obama" several times. Done on purpose? Maybe, maybe not? Funny? Certainly!
On Aug.31.2008 at 02:38 PM
Sergie’s comment is:
I've always hated hp's rectangle, so getting rid of it is a step forward in my opinion. Though they went a little crazy on the style. I'm sure their final logo will be more polished and clean if they choose to keep the 3d gradient style.
On Aug.31.2008 at 04:26 PM
Derrick’s comment is:
It looks much nicer in 2D, which they have done in some print ads.
On Aug.31.2008 at 07:20 PM
Dale Harris’s comment is:
I like the idea of shedding the rectangle, but I am not a fan of the execution, the hp lettering could really use some attention I reckon.. looks like a rush job. I am not even gonna mention the bad 3d. ;)
On Aug.31.2008 at 10:35 PM
Anonymous’s comment is:
Captain: it does look that way, but it is because of overlapping "O"s, which seem to predominate, and the "M"s and "B"s, which along with "R", "V", and lowercase "b", compoose nearly all the characters -- and part of the stage near the end, with orange letters framing the guy in the middle.
In short: the letter distribution isn't random, but I would call it far from sinister. Though things like that bug me, too, and I always look for an explanation in a piece as to why it doesn't appear random (I was expecting it to show a document with those on it, but they were doing the kind of abstract thing that bothers rather than entertains).
On Sep.01.2008 at 12:48 AM
illusio’s comment is:
It looks like a regurgitation of Windows Vista - in a circle.
On Sep.01.2008 at 01:30 AM
Morgan Smail’s comment is:
Okay, I have to say it... I'm sure I'll receive a lot of flak for this but...
The truth is these special-fx logo renders are rarely anything more than an attempt to compensate for what's lacking in a brand's overall personality.
Logo marks never have and never will need to be anything more than just that... a mark. If a company's brand is lacking, than there needs to be some very deep and strategic brand redevelopment... but pumping a logo full of steroids is not going to fix the problem. It's a quick fix that produces short-lived results.
On Sep.01.2008 at 03:04 AM
Mongoose’s comment is:
I like it.
I shouldn't like it. But I do. I think it'/s going to look fantastic on their product.
A-.
On Sep.01.2008 at 09:57 PM
Chris Mills’s comment is:
When will the bubble effect die?
On Sep.01.2008 at 11:27 PM
eRNieB’s comment is:
I think is worst than original. I don't like...
It looks much nicer original version. I hate these effects, and it will be a bad solution for littles spaces.
On Sep.02.2008 at 07:20 AM
max’s comment is:
Pass. The old one was better in that it didn't need a background to be displayed.
On Sep.02.2008 at 11:45 AM
Design’s comment is:
Is this a joke?
On Sep.02.2008 at 02:18 PM
darrel’s comment is:
I can't believe it too so many comments before logoworks was brought up. I think Von is right, they just outsourced it to their trusty in-house logo sweatshop.
On Sep.02.2008 at 02:42 PM
adam’s comment is:
the thinking to go towards a more "badge"-like logo is a good one, but this execution lacks. the highlights and reflections are confucing, they are not natural at all.
On Sep.02.2008 at 07:12 PM
clarence’s comment is:
two words:
aw ful
not sure how this one made it into the: yeah this one works pile.
Kelly Hobkirk’s comment is:
They should not have dropped the rectangle. HP is primarily a computer company. What does every single computer user look at? A rectangle.
I like to see as much thought-provoking and/or subliminal symbolism as possible in a simple, tight execution. Bagging the rectangle just dropped possibly the most simple common denominator that HP computer users share. Then they went and dropped the tight execution as well. This one seems like a total miss all the way around. Maybe, however, they are shifting their focus to other products.
If their logo sweatshop did indeed design this, well, you get what you pay for.
On Sep.03.2008 at 03:55 AM
Kelly Hobkirk’s comment is:
In an earlier comment, I stated that the typography in the new mark is an improvement, but upon closer review, I see that in the cases of both the old and new marks, the typography is actually flawed, and the new one is more flawed.
Notice that the letter baselines in the old mark do not line up. The 'p' is below the 'h'. Same for the new mark, with the addition of misaligned 'h' strokes.
I really wish I could say something more positive about this new mark.
On Sep.03.2008 at 04:40 AM
Lee’s comment is:
I will always miss the rectangle. The rectangle is the key.
On Sep.04.2008 at 03:29 PM
Julio Ferro’s comment is:
Michael Clark’s comment is:
Love the HP commercials. Inventive, giggly and just plain fun. Too bad they are using that hideous Ghostbusters typeface.
Michael
On Sep.08.2008 at 06:25 PM
Cofidis’s comment is:
I preffer the old one, this une is something 2.0 but the old is better.
On Sep.09.2008 at 05:37 AM
Stewart’s comment is:
You are so right on the dishwasher comment. This redesign seems to be just playing with what they have, so the consumer isn't confused by a radical departure.
On Sep.11.2008 at 06:54 AM
Nik Daum’s comment is:
I don't mind the circle, but the gloss seems needless.
On Sep.14.2008 at 02:01 AM
nlx’s comment is:
i the other hand even Apple have a 3d effet version of his logo (you know with metal and all)
PS. anyway i hate this metallic version :)
On Sep.17.2008 at 11:32 AM
Anonymous’s comment is:
and well i'm not 100% against 3d effect but maybe not when its applied on type
i much prefer the sony ericsson way of doing a 3d logo :
http://www.sonyericsson.com/
Mike Erickson’s comment is:
Wunderwoman said: "Add one more logo to the "gumball" machine."
CLASSIC! 25 cents K CHING
ME
On Sep.19.2008 at 10:42 PM
Mick’s comment is:
Some of you folks are prudes...
On Oct.31.2008 at 09:10 AM
Dennis’s comment is:
Come on guys, forget about 90th, it's 21 century. It designed for five ten years ahead, for new generation oriented on new graphics and visual culture.
On Nov.25.2008 at 06:16 AM
Neo’s comment is:
Oh....man the new Logo is very nice
and i like the new rounded design, it is much better than the OLD ONE and i am also agree with Dennis
Jordan’s comment is:
I prefer the old one.
On Jan.06.2009 at 03:42 PM
Bob Sorington’s comment is:
This is a bad idea for three reasons: one, it looks awful; two, it weakens the brand. With their current (old) logo, no one in America could not know what it is. Looking at the new HP logo, it's hard to tell what it is without context. Not only that, their logo will be harder to put on computers because of it's demand for colors.
I think if HP wants to continue this, they should inverse the colors of the old HP logo because it doesn't weaken the brand, and it's very simple.
On Jan.08.2009 at 07:26 PM
Viakenny’s comment is:
don't worry, because the new HP logo is used many times as a one-color logo, on products like the Vivienne Tam HP Mini and the HP Firebird with VoodooDNA.
On Feb.09.2009 at 01:58 PM
Patrick Lyver’s comment is:
I like it. And contrary to many others on here I don't find it to be a brand re-design. I consider it a brand treatment. Their logo hasn't changed. They added a little gleam. Not a bad idea in order to get it to pop off screen.
It is obvious that this has slipped a lot of people's minds but HP is a publicly traded company that needs to look responsible to it's share holders in this poor economic time. Art budgets are the first to get cut - leaves very little to work with in order to look fresh. I say this was an extremely responsible move on HP's part in order to add change to their media presence without blowing their wad.
It's easy to criticize after the fact, but being a designer is not all about the art - it's about problem solving and communication.
Shame on those who have forgotten that. Maybe you should stop pretending to be designers and go play on Deviant Art.
On Feb.26.2009 at 10:57 AM
No’s comment is:
Armin said:
Apple, Sony Ericcson, AT&T, etc. they are all going in this direction. Whether you like it or not, is not the point, it's happening and that's the end of that.
Apple is trafficking in ugly gradients and auto-company shiny logos? Since when? The last time I checked they were still using a flat, matte logo on 99% of their products.
And as bad as the AT&T logo is, it's attempt at creating dimension isn't this hideously overdone.
And even ignoring that, just because other companies are using BAD LOGOS doesn't suddenly make this one OK. Take away the gloss and shine and this would be acceptable in a very boring sort of way.
While you seem to have already aligned yourself with the Dark Side, I am not yet ready to give in to our shiny, metallic overlords.
On Feb.26.2009 at 04:50 PM
Juan’s comment is:
um.....if you haven't found out, the "polished" logo is part of their Pavilion promotions. The rectangular logo is still used in their website, corporate, mail, and on their computers and laptops.(in exception of net books)my laptop has the illuminated rectangular logo on the bottom right which indeed looks very stylish.
On Mar.02.2009 at 04:23 PM
Anonymous’s comment is:
Have non of you considered which message the logo gives when upside down? (which is what happens eeeevery time i close my laptop..regardless of new/old version) Not very pleasant.
They should figure out an ambigram..
On May.22.2009 at 05:29 AM
Philip’s comment is:
Anonymous, the message the logo gives when upside down is the logo for the defunct HP subsidiary, DY. The reason why it was called that was because, well, that's what the logo says upside down.
But I can't see anything else that's... unpleasant.
On May.22.2009 at 01:30 PM
Rap Star’s comment is:
thank you
On May.24.2009 at 04:04 PM
Dan Warner’s comment is:
The new logo is candy, but tasty candy. Reminds me ever so slightly of DC comics for some reason. Doesn't fit at all with the Harry Potterish typeface mentioned above.
Kyle T. Webster’s comment is:
This is a downgrade, to be sure. Awful.
On Jul.10.2009 at 04:02 PM
Comments in Brand New, V1.0 have been closed.
