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The same 13 degrees of change

December 15, 2011

It seems Hewlett-Packard (HP) has commissioned a branding company called Moving Brand* to create a new and modern logo for the company:

The defining signature of the system is the 13° angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress. It also refers to the world of computing by recalling the forward slash used in programming. 13° exists within the brand identity, in the graphic language, product design and UI.

That’s a lot of crap, but I do like the new logo. It’s clean and simple, but it takes more than a new logo to make HP an exciting tech company once again.

* Note: Moving Brand has removed the HP case study on request of the company, the quoted message came from Brand New instead

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