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.

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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

How to use these standards

A company and a brand, energized

Our look and feel

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9

Core brand elements

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01 Composition

15

Introduction

44

Introduction

64

Asymmetry and geometry

16

Unacceptable usage

45

Color palette

65

Dynamic composition

17

Product line drawing

46

Print specifications

66

The grid

18

Icons

47

Web and screen specifications

67

Grid scaling

19

05 HP invent logo

48

08 Typography

68

Composition structure

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Introduction

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Introduction

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Using filled gutters

21

Scale and sizing

50

Size and distances

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22

Color and imagery

51

Localization

71

Introduction

23

Placement and clear space

52

Usage

72

People

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53

Tables, charts and graphs

73

Products

26

Introduction

54

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

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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

41

you+hp: size, scale and placement

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you+hp: translation

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02 Photography

03 Graphics Use of graphics with images

04 Illustration

06 +hp graphic device

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07 Color

09 Approach to content

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Legal and trademark information

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Contact information

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How to use these standards

These standards provide an introduction to our look and feel, a summary of our business and brand direction, and a discussion of our identity system’s core elements.

Map of HP brand standards, by category

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 type of communications piece (e.g., collateral, point-of-sale, action advertising, interactive advertising, event signage and collateral).

Step 3: Select and download the appropriate template for your communications piece from http://h30060.www3.hp.com/onevoice. Do you have a special need that is not met with the 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.

Action advertising standards

POS standards

Collateral standards

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Event signage and collateral standards

Interactive advertising standards

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Additional categories created as needed

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A company and a brand, energized Beginning now, HP—the original company of inventors— will work on a greater scale and speak with greater boldness than ever before.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements > Legal and trademark information > Contact information

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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.

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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.

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> Contents > A company and a brand, energized

Enjoy more. For a new generation of consumers who want to enjoy more of life, we will become as exciting as Sony by creating simple and rewarding technology experiences that are innovative, intuitive and empowering.

Get more. For small and medium-size businesses that want to get more from their technology investments, we will compete as aggressively on price as Dell while offering superior reliability, service and support, and local expertise.

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Demand more. For the world’s most exacting CIOs and enterprises, we will be the partner who enables them to demand more than IBM can deliver, providing better accountability, agility and return on IT.

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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.

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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.

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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 or living without it.

•

Because it’s been invented by people with deep technical prowess and know-how and a proven track record.

•

Because it’s fully woven into business and life—it empowers.

•

Because it’s built on the belief that technology should be for everyone.

Our character

Optimistic

Our differentiators

Collaborative relationships

Our people

Our technology

We build honest, collaborative relationships—with you and our partners—that you benefit from.

We’re technology experts you can trust to go the extra mile. We make technology work for you.

We create inventive technology solutions— built to meet real human needs and integrated with the whole system in mind.

Global reach

Global citizenship

We operate everywhere our customers live and work.

We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of global citizenship in everything we do.

Reliability

Choice and flexibility

Reduced complexity and simplified use

Superior return on technology

We are reliable in everything we do— our products, our promises and our performance.

We give customers true choice—in how they work with us, how they buy from us and what they buy from us.

We offer solutions that take the hassle and complexity out of using, deploying and managing technology.

We aim to help people get more out of technology—to reduce the initial cost as well as the total cost of ownership.

The benefits we offer to our customers as the leading technology company

Dynamic

Human

Inventive

Trustworthy

Quality-driven

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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 s How World-stage events How we market directly

Our retail presence

Our work in the community

segment brand p osi mer o t tio s n Cu ice consiste o V n e c n y O nd strategy Bra

The way products look and work

Ads on TV, magazines, billboards

HP brand promise Post-sale support

B us

i n e ss st r

y ate g

Executive behavior

How sales teams act

How we answer the phone Our corporate look and feel

The online experience

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Our look and feel

Dynamic, fresh, clear, strategic. Our look and feel drives a bold new approach to communications—communications that catch the attention, deliver a compelling message and create the experience. The following pages show our look and feel in action.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements > Legal and trademark information > Contact information

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A brand with unlimited potential

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Aspiring to a more rewarding customer experience

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A navigable world of motion and sound www.hp.com/hpinfo/newsroom/hpads/2002/flash.html

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Making the HP experience more powerful than ever before

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Core brand elements AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe

Giggle. From photography to typography, color to graphics, our core brand elements are our tools for creating communications that consistently and powerfully express our identity. These elements are bolder, more dynamic and more versatile than ever before. While these standards ensure consistency, flexibility is built in so that we can solve, directly and practically, our most pressing business needs. This is a guide not only of parameters, but of inspirations. It examines all the possibilities of this great, enduring and energized brand.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

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> Contact information

> 03 Graphics

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> 04 Illustration

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> 05 HP invent logo

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> 06 +hp graphic device

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> 07 Color

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> 08 Typography

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> 09 Approach to content

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01 Composition Dynamic and asymmetric, our compositional style is built upon an underlying modular grid. This style lends itself to creating fresh solutions to everyday communications problems—whether we’re creating a text-rich brochure or a 3D trade show environment.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

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> 06 +hp graphic device

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It gives our designs a powerful sense of energy and movement.

> 07 Color

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And it generates a consistent, modern, and vital look and feel.

> 08 Typography

65

> 09 Approach to content

71

It helps us easily prioritize and organize information in meaningful ways for our customers.

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Asymmetry and geometry While our compositions and 3D environments are clearly based on a geometry of right angles and straight lines for structure and consistency, we use asymmetry to give them energy, movement and visual interest.

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 umbraculi, utne bells fiducia ricolae incred biliter fortinue bium santet utilitas umbraculi, semper zothe cas div inus sene sceret agnascor.

Asymmetry and geometry give our communications dynamism and consistency.

Agenda

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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 piece in English, always allow a minimum of 30% extra space for language expansion with translation. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moderni consequat, vel illum dolore eu feugiat nulla facilisis arte vero eros et accumsan velit esse moderni consequat, illum dolore eu feugiat nulla facilisis at vero erodio raesen. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moderni consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse moderni consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consect etuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

Event Title goes here Date goes here

Headline 14pt Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moderni consequat, vel illum dolore eu feugiat nulla facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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 nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor.

Headline 9pt

Time

Monday, date

Time

Monday, date

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0.00pm - 0.00pm

Title of Session Location

0.00pm - 0.00pm

Title of Session Location

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Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit

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0.00pm - 0.00pm

Reception and Dinner: Location

0.00pm - 0.00pm

• Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moderni consequat. Per tutoilis apertos.

Time 0.00pm - 0.00pm

Time

Title of Session Location

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Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit

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Reception and Dinner: Location

0.00pm - 0.00pm

Keynote: Speaker Name, Title

Event agenda cover

Title of Session Location

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Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit

0.00pm - 0.00pm

Monday, date

Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse moderni conseq. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna

Monday, date

Title of Presentation Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

Reception and Dinner: Location Keynote: Speaker Name, Title

Keynote: Speaker Name, Title

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Reception and Dinner: Location Keynote: Speaker Name, Title

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

HP digital photography

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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 umbraculi, utne bells fiducia ricolae incred biliter fortinue bium santet utilitas umbraculi, semper zothe cas div inus sene sceret agnascor.

Ten happy toes. One HP digital camera. Count on getting sandy.

POS poster

Rather than centering text and graphics in the middle of the page, or balancing them evenly on opposite sides of the page, we place design elements (some more dominant than others) asymmetrically on the grid.

POS poster

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. 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

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. 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

Asymmetrical layout

Symmetrical layout

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Creating a dynamic composition The proper combination of rest space and active space creates an organized and dynamic page composition.

= Active space

North America POS poster Acceptable balance of rest and active space

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 prominent. The ratio of rest space to active space will depend on what’s being designed, but the goal should always be to create communications pieces that are clear and dynamic.

= Rest space

New friends, new job, new school. Your first date. There’s more to life than you can ever grasp, but at least with HP you can exceed your reach.

New e friends, new e job, new e school. Your first date. There r ’s more to life f than you can ever v grasp, but at least with HP you can exceed x your reac r h.

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 school. Your first date. There’s more to life than you can ever grasp, but at least with HP you can exceed your reach. HP iPAQ 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.

New friends, new job, new school. Your first date. There r ’s more to life f than you can ever v grasp, but at least with HP you can exceed x your reac r h. HP iPAQ P 123 with color LCD

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The grid Width (value W; 8.5" in this case)

HP communications are based upon a simple grid of squares that helps structure content and create consistent, effective communications. The HP design templates are constructed in accordance with this grid. If you have a communications need that is not covered by a template, refer to the following pages to create a proper grid for your design. Remember, you must get approval for all non-template designs.

Letter-size grid (8.5" x 11") Border (value B) The1/4-inch border (approximately 3% of W) extends around all four sides of this grid, supplying a framework for the content and images.

Headline 22pt here with big idea in the dominant color—in this case PMS 152cv.

Columns The page is divided into squares arranged in an odd number of columns. The number of columns varies depending on the size of your communications piece. Border and gutters A consistent border normally surrounds the composition, and gutters of narrow white spaces separate text, images and colors inside the grid. The border can disappear when the design calls for extending an image or color field to the edge of the composition (e.g., a full-bleed print sample or trade show panel). Depending on the size of the piece, the bottom row of squares may be truncated. In that case, the remaining space should be left unfilled as rest space. Suggested page division When creating a communications piece with multiple pages or a series of panels, posters or banners, it’s often helpful to select a common page-division line. This division enables strong visual alignment and consistent placement of content, imagery and rest space. Many collateral and POS templates already contain a consistent page-division line.

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto. r it in vulputate “Pull quote contains Duis autem vel eum iriure dolor in hendrer velit esse molestie consequat,t vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat,t vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis r it in vulputate velit in length.” John Doe, autem vel eum iriure dolor in hendrer esse molestie consequat,t vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero

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Gutters (value G) These1/8-inch gutters (50% of B) provide an important visual pause by creating white space between images, color blocks and columns of text.

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Columns This 8.5" x 11" page is divided into a five-column grid.

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Bottom row These incomplete squares are left as unfilled visual rest space.

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Messaging text 22pt contains a big idea, key differentiators or customer quote. Text is in the dominant color. 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.

Headline 22pt here with big idea in the dominant color—in this case PMS 152cv. Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor.

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo consequat. Duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie.

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli— Cathedras divinus fermentet.

1. HP Product name 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

8

Chart text header w/rule

HP Product name

HP Product name

Disk Array

Capacity

Type

xp48 xp128 xp512 xp7124

8.7 TB 9.3 TB 92.6 TB 92.6 TB

18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 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

Function

2. HP Product name 14pt

Open n/a Closed n/a

HP Surestore Business Copy XP HP Surestore Direct Backup Engine TL HP Surestore gigabite fun drive 2.0 Servers

Workgroup

Midrange

HP-UX

n/a

A-, D-, J-, L-class

High-end N-, V-class

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

“Messaging text 17pt contains a big idea or customer quote. Text is in the dominant color. Tathedras celeriter misce pretosius apparatus bellis. Peritus lorum ipsom etal.” John Doe, Manager

Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq.

Chart text header Chart text describes chart contents.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

Headline 14pt Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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

Operating system

Firewall

HP-UX 11.x

HP 123.1

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

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Suggested page-division line

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The grid: determining the grid for any scale Deliverable width (value W) 105mm

Our goal is to maintain a consistent optical standard for border and gutter thickness throughout all of our communications. The standard for borders is not mathematically constant; it varies within a range of 2%–5% (approximately 3% is recommended for most formats) depending on the proximity of the piece to its viewer. Smaller pieces tend to require proportionally larger border thickness, whereas larger pieces tend to require proportionally smaller border thickness.

Grid scaling A formula is used to determine how the border maintains optical consistency from small to large executions. A border value of approximately 3% is recommended for most communications. Size and printing considerations can dictate deviation from this percentage. The deliverables shown in this chart are for exhibit purposes only and are not to scale.

8.5"

22"

636"

Truck graphic

POS poster Collateral A6 brochure

4.8% border

2.94% border

2.8% border

2% border

Border thickness (2% – 5% of W )

Process for determining the grid Step 1: Determine the format width (value W = width of format). This width equals value W, regardless of the scale or size of your piece. Step 2: Calculate the border thickness (value B = 2% – 5% of W). Calculate the border thickness (value B) as 2% to 5% of value W (approximately 3% is recommended for most pieces), depending 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 use a border value of approximately 5%. Also consider the printing requirements of your piece when determining border thickness. 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.

Examples of using the process for determining the grid Communications piece

A6 brochure

Collateral

POS poster

Truck

Step 1: Width (W = width)

W = 105mm (4.13")

W = 8.5"

W = 22"

W = 636" (53')

Step 2: Border (B = 2%–5% of W)

B = 5mm (4.8% of W)

B = .25" (2.94% of W)

B = .625" (2.8% of W)

B = 13" (2% of W)

Step 3: Gutter (G = 50% of B)

G = 2.5mm (50% of B)

G = .125" (50% of B)

G = .3125" (50% of B)

G = 6.5" (50% of B)

Step 4: Columns

5

5

5

27

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The grid: composition structure Successful communications properly prioritize headlines, quotes, photography, color, supporting text and graphics in order to emphasize information hierarchy and generate asymmetry. The resulting interplay between rest space and active space helps make compositions dynamic and organized rather than crowded or overwhelming.

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt. Laoreet dolore magna aliquam erat volutpat lorum ipsom.” John Doe, Amazon Marketing Manager

Headline 22pt here with big idea in the dominant color—in this case PMS 152cv. Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero

Placement of images and graphics Images and graphics always begin at the top of a grid square and fill an entire square or number of squares.

eros et accumsan et iusto odio dignissim qui blandit 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

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo consequat. Duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

Translation allowance When creating a communications piece in English, allow a minimum of 30% extra space on each page for language expansion resulting from translation.

Headlines, editorial text and specification lists are all flush-left.

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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 through as many grid squares as the communications piece requires. Text is usually left-justified. In compositions with text reversed out of large color fields, type is left-justified and should be indented the width of a gutter space from the edge of the color field. It should also be inset the width of a gutter space from the top of the grid square.

Large positioning statements can be printed in the dominant color, or reversed to white against a dominant color field, as long as they are a minimum 14pt size.

When creating a communications piece in English, allow a minimum of 30% extra space on each page for language expansion resulting from translation.

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt. Laoreet dolore magna aliquam erat volutpat lorum ipsom.” John Doe, Amazon Marketing Manager

Type should be indented the width of a gutter space from the edge of the color field and from the top of the grid square.

Headline 22pt here with big idea in the dominant color—in this case PMS 152cv. Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo consequat. Duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

8

Text always begins at the top of a grid square, although not necessarily at the top of a page.

20

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Using filled gutters as an organizational element In a composition, filled gutter lines help create alignment between objects and maintain a consistent line weight. These lines can divide and contain information or organize cropped or scaled photos. Be sure to offset type from the filled gutter line by the width of at least one gutter space.

Acceptable usage

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

HP Product name 14pt

HP Product name 22pt

2. HP Product name 14pt Chart header Chart text describes chart contents.

Chart text header (1.25pt rule)

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli—Cathedras divinus fermentet. 3. Ais pretosius rures lucide etali rumperet vix verecundus catelli and the Agricolae per adesoon. 4. Octavius, iam fiducia suis etus deciperet incret incret incredibiliter lascivius zothecas. Aquae Sulis conubium lorum ipsum.

3. HP Product name 14pt

4. HP Product name 14pt

Chart text

Capacity

Type

Chart header (0.5pt) Chart text Chart text Chart text

8.7 TB 9.3 TB 92.6 TB 92.6 TB

18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 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 disks

Chart text header (1.25pt rule)

HP Surestore Business Copy XP HP Surestore Direct Backup Engine TL

Chart text header (1.25pt rule)

Servers

Workgroup

Midrange

High-end

Operating system

HP-UX

n/a

A-, D-, J-, L-class

N-, V-class

HP-UX 11.x

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

Headline 14pt 5. HP Product name 14pt

Dividing Filled gutter lines may be used to organize multiple elements, such as silhouetted product photos, and can help structure the space around irregular shapes.

6. HP Product name 14pt

Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti.

Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Callout header Callout describes product features, details or other information. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non ummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Perche e cosi adesso.

Headline 9pt identifies product benefits. Body text describes product benefits and can touch on features. It is 9 point size. If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. Lorem ipsum dolor nibh euismod tincidunt ut laoreet dolore magna. Lorum ipsum etalius. • Indented bullets are used to describe product features and support the headline above. (9pt) Highlight features that differentiate the product and describe how they benefit the customer. Lorum ipsum etalius. • Indented bullets are used to describe product features and support the headline above. (9pt) Lorem ipsum dolor nibh euismod tincidunt ut laoreet dolore magna.

Headline 9pt identifies product benefits. • Indented bullets are used to describe product features and support the headline above. (9pt) Highlight features that differentiate the product. • Indented bullets are used to describe product features and support the headline above. (9pt) Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore. Headline 9pt identifies product benefits. • Indented bullets are used to describe product features and support the headline above. (9pt) • Indented bullets are used to describe product features and support the headline above. (9pt)

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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. Cropping Filled gutter lines offer an elegant way to enlarge or crop an image. This technique creates an abstract, linear border for an object that isn’t completely shown.

Unacceptable usage

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

HP Product name 14pt

HP Product name 22pt

2. HP Product name 14pt Chart header Chart text describes chart contents.

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli—Cathedras divinus fermentet.

Chart text header (1.25pt rule)

3. Ais pretosius rures lucide etali rumperet vix verecundus catelli and the Agricolae per adesoon. 4. Octavius, iam fiducia suis etus deciperet incret incret incredibiliter lascivius zothecas. Aquae Sulis conubium lorum ipsum.

3. HP Product name 14pt

4. HP Product name 14pt

Chart text

Capacity

Type

Chart header (0.5pt) Chart text Chart text Chart text

8.7 TB 9.3 TB 92.6 TB 92.6 TB

18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 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 disks

Chart text header (1.25pt rule)

HP Surestore Business Copy XP HP Surestore Direct Backup Engine TL

Chart text header (1.25pt rule)

Servers

Workgroup

Midrange

High-end

Operating system

HP-UX

n/a

A-, D-, J-, L-class

N-, V-class

HP-UX 11.x

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

Headline 14pt 5. HP Product name 14pt

6. HP Product name 14pt

Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis te feugait—fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti.

Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum abril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Callout header Callout describes product features, details or other information. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non ummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Perche e cosi adesso.

Headline 9pt identifies product benefits. Body text describes product benefits and can touch on features. It is 9 point size. If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. Lorem ipsum dolor nibh euismod tincidunt ut laoreet dolore magna. Lorum ipsum etalius. • Indented bullets are used to describe product features and support the headline above. (9pt) Highlight features that differentiate the product and describe how they benefit the customer. Lorum ipsum etalius. • Indented bullets are used to describe product features and support the headline above. (9pt) Lorem ipsum dolor nibh euismod tincidunt ut laoreet dolore magna.

Headline 9pt identifies product benefits. • Indented bullets are used to describe product features and support the headline above. (9pt) Highlight features that differentiate the product. • Indented bullets are used to describe product features and support the headline above. (9pt) Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore. Headline 9pt identifies product benefits. • Indented bullets are used to describe product features and support the headline above. (9pt) • Indented bullets are used to describe product features and support the headline above. (9pt)

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Dividing A filled gutter line should not touch a filled border.

Containing Here the table is lacking the top and lower containment bars. Elements should be contained between two bars for emphasis and simplicity.

Cropping Here the cropped edge of the image does not border directly on the filled gutter line. There should be no space between the line and the cropped photo.

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02 Photography Photography will continue to be a key visual element at all levels of our communications. It helps us craft stories about how HP provides vital technology for business and life. It helps us engage our customers’ hearts and minds. Our photographic style is bold, rich, simple, optimistic, dynamic, believable and timeless.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

60

> 08 Typography

65

> 09 Approach to content

71

> Contents > Core brand elements > Photography

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.

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> Contents > Core brand elements > Photography

Photography: people Our people photos capture the character, spirit and vitality of each individual to help us show 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.

These photos represent real, approachable people and emphasize their optimistic, confident spirit.

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> Contents > Core brand elements > Photography

Photography: people, unacceptable usage Here are examples of people photos that do not represent the HP brand. Our people photography should never be artificial, stereotypical, decorative, 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.

Top left: Staged and stereotypical Top right: Clichéd business gesture

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

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> Contents > Core brand elements > Photography

Photography: products Products are photographed in an honest, straightforward, clean style, which celebrates our commitment to engineering and excellence. This style allows us to group products together 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.

Primary angle A straight-on front view is always preferred to represent a product. Directional lighting emphasizes the shape of the product.

Additional angles Use an alternative view (e.g., straight-down, side or slightly angled) only to highlight a specific function or feature.

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> Contents > Core brand elements > Photography

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.

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> Contents > Core brand elements > Photography

Photography: products, unacceptable usage Here are examples of products photographed in ways that do not represent our brand. Unlike our competitors, we don’t use playful or tricky positioning of products. Rather, we create impact through simple, honest and elegant product photography.

Top left: Forced perspective and incorrectly angled view distort the shape of the product. Top right: Tilted or rotated product photo with a heavy shadow

Bottom left: Products treated as sculpture Bottom right: Forced perspective distorts the shape of the product.

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> Contents > Core brand elements > Photography

Photography: products in an environment These graphic product shots provide context without literally recreating an entire environment. The products are always viewed against simple backgrounds, unobtrusive patterns or real settings. They are photographed using the same straightforward angles as the silhouetted products.

These photos suggest an environment without including distracting props. Subtle elements like the outlet and shelf indicate the relative size of a product.

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> Contents > Core brand elements > Photography

Photography: products in an environment, unacceptable usage Here are examples of products in an environment photographed in ways that do not represent our brand. Photos should not use props or objects that distract from the subject. Avoid artificial settings or staged environments.

Top left: Flat, artificially colored background and unapproved angle Top right: Unbelievable depiction of products

Bottom left: Product displayed with distracting props Bottom right: Shots in which the setting/ scene seems more important than the product

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> Contents > Core brand elements > Photography

Photography: products and people To make a direct connection between people and HP products, we encourage the use of photos that show people using our products. These colorful, 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.

These photos capture the simplicity and flexibility of HP technology by showing people using products in believable ways.

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Photography: products and people, unacceptable usage Here are examples of people using products in ways that do not represent our brand. Settings should never appear staged or contain unnecessary 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.

Top left: Person artificially posed with product Top right: Props distract from the product.

Bottom left: Surrounding environment distracts from the product. Bottom right: Stereotypical, static and flat

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> Contents > Core brand elements > Photography

Photography: Instructional photography Instructional photography can be used to tell a product-specific story, provide instructional information, or explain a specific process or sequence of events.

Sequence of images demonstrating taking digital photographs and then printing them

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. Photo style To ensure consistency, new instructional photos should always adhere to our photography standards. These graphically simple 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.

Sequence of images demonstrating editing digital photographs, burning a slide show to DVD and then watching the DVD

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> Contents > Core brand elements > Photography

Photography: supporting imagery Supporting imagery is used to help tell a story, represent abstract concepts (e.g., partnering, 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.

Supporting images help tell stories in interesting, unexpected ways without being too literal.

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> Contents > Core brand elements > Photography

Photography: supporting imagery, unacceptable usage Here are examples of supporting images that do not represent our brand. Our supporting imagery should never be decorative, stereotypical, artificial, staged or embellished.

Top left: Embellished scientific rendering Top right: Staged, artificial-looking rendering

Bottom left: Clichéd image Bottom right: Photo montage

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Photography: scaling and cropping Varying the cropping and scaling of our photos can give our communications a dynamic, energetic 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.

Cropping this photo puts the focus on the HP product and the person using it.

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. Product photos Product photos can be cropped or scaled to call out a feature, emphasize the engineering of a product, or suggest an environment (without showing an entire artificially created setting).

Emphasizes surroundings to tell a story

Emphasizes person and camera to tell a story

Entire photo

Cropping to show product details

Zooming in creates a supporting image that emphasizes the features or details of the product.

Supporting images Supporting images can be cropped to create an abstract pattern for a background, or to show an important detail.

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Photography: scaling and cropping, unacceptable usage Here are examples of photos cropped in ways that do not represent our brand. Avoid cropping facial features in a manner that is unflattering, unnatural or distracting.

Top left: Cropping appears comfortable and natural. Top right: Bad cropping creates awkward tangency.

Acceptable cropping

Unacceptable cropping

Acceptable cropping

Unacceptable cropping

Bottom left: Dynamic cropping allows visual space around product. Bottom right: Scaling of product creates awkward or claustrophobic feel.

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> Contents > Core brand elements > Photography

Photography: combination of images Combining people photos with product photos, supporting imagery or illustrations is an important way to demonstrate the vitality of our technology and the role it plays in people’s lives. It’s a differentiated approach to storytelling that sets HP apart from our competitors.

This combination of photos helps tell a story about linking business to IT.

Information desk

Building an adaptive enterprise

Image selection To create more dynamic and unexpected communications, vary the scale and complexity of photos within a communications 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.

Event sign

This combination of photos helps tell a story about HP digital photography and what it enables people to create.

Callout header discusses a selling point or key customer benefit. 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.

1

Collateral brochure inside page

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> Contents > Core brand elements > Photography

Photography: combination of images for vertical markets When creating communications for vertical industry 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 education market

Suggested image combination for the public sector

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> Contents > Core brand elements > Photography

Photography: combination of images, unacceptable usage Here are image combinations that do not represent our brand. Avoid photo combinations that feel static, repetitive or confusing.

Photo content should be varied. Avoid pairing two portraits side-by-side.

Avoid pairing photos that contain the same level of visual detail or busyness.

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03 Graphics Graphics have become a key part of HP branding and a key unifying device across our communications. The most commonly used graphics are the +hp graphic device and the plus sign. Graphics can stand alone, or be applied over photography or illustration to advance the meaning of the communication. Pre-approved combinations of graphics and images can be found in the Creative Resource Library.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

60

> 08 Typography

65

> 09 Approach to content

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> Contents > Core brand elements > Graphics

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Use of graphics with images The combination of photography and graphics is a core part of our new brand language, one that helps differentiate us from all other technology 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 CRL. They will be organized by strategic segment initiatives and associated leadership products so you can easily find and retrieve them. Do not create your own graphics over images or use unapproved graphics. To verify that images are appropriate for your communications, go to http://h30060.www3.hp.com/onevoice.

Top: position advertisement These graphics suggest the ease of printing and sharing photos when using HP digital photography.

Middle: position advertisement These graphics suggest that HP’s wireless technology advances BirdLife Finland’s research. birdlife finland

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.

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 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.

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04 Illustration In certain cases, illustration may be more suitable, or more inventive, than photography. The HP illustration style is bold, sophisticated and poster-like.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

60

> 08 Typography

65

> 09 Approach to content

71

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> Contents > Core brand elements > Illustration

Illustration Illustrations are a valuable communications tool. Like supporting imagery, illustrations can help tell a story, represent abstract concepts or convey the results or contributions of HP technology. Illustrations often originate in advertising, and can be integrated in other HP communications to help create a visual link for customers. Pre-designed illustrations We are adding pre-designed illustrations to the CRL. They will be organized by strategic segment initiatives so you can easily find and retrieve them. Do not create your own unapproved illustrations.

Illustration can demonstrate concepts that are difficult to convey through photography, such as nanotechnology.

6,

500 7,009

5,746

9,769 6,590

9,467

9,769

58,908 8,396

09

58,908 28,690

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Illustration: unacceptable usage Here are examples of illustrations that do not represent our brand. Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® PowerPoint™ and pulled into other communications materials. Use pre-approved, pre-designed images available in the CRL. Questions about illustrations should be directed to Ellen Maly at HP Global Brand and Communications.

Lorem ipsum Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant.

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> Contents > Core brand elements > Illustration

Illustration: product line drawing When product photography does not fulfill your communications needs, you can use a product schematic or line drawing. Use a straightforward technical line drawing rather than an exaggerated illustrative rendering. Line drawings are commonly used in Quick Specs, product-specific collateral, packaging and product instructions. The color of the line drawing should be the dominant color of your communications piece or black.

Line drawing rendered at a primary angle, similar to photography

1 4

Line drawing displayed at a secondary angle to show product functionality

2 5

3 6

7

8

9

*

0

#

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> Contents > Core brand elements > Illustration

Illustration: icons When translation is not practical, icons can be used in multi-lingual communications pieces (e.g., product lug-ons/stickers, table signs). Icons help simplify a composition and create clear information hierarchy without using multiple languages. Icon style The preferred icon style is two-dimensional, simple and straightforward—drawn with a bold yet consistent line weight—and should always be designed for universal recognition. Icons can 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.

Top: E-mail, fax and print icons are placed on a POS lug-on/sticker to explain the functionality of a product without using words. The HP invent logo is treated differently (in this case, reversed to white against a color) to suggest that it isn’t an icon. Bottom: Images can be used with icons to add an element of humanity.

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 Unacceptable usage

One-touch faxing Acceptable usage

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05 HP invent logo Invent—the one word within our logo—is our central promise to our customers and to ourselves. Invent is a promise of focused innovation and of world-class engineering. Invent is what we do, and it’s who we are.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

60

> 08 Typography

65

> 09 Approach to content

71

> Contents > Core brand elements > HP invent logo

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.

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HP invent logo: scale and sizing To communicate effectively while maintaining the integrity of our identity, three standard sizes of the HP invent logo have been created: small, medium and large. Use the appropriate size for the communications piece that carries it. The invent logo should not be reproduced smaller than .375" or 9.5mm in width.

Lorem ipsum Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant.

Small HP invent logo Minimum width of .375" (9.5mm) Maximum width of 1" (25.4mm)

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

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> Contents > Core brand elements > HP invent logo

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HP invent logo: color and imagery The two-color HP corporate logo is used for corporate communications, stationery and signage. Within this logo, the word “invent” is always black.

Acceptable usage

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 a dominant color

The HP invent logo can be placed over an image 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.

The logo reversed against a photograph

The two-color corporate logo

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.

The one-color corporate logo

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> Contents > Core brand elements > HP invent logo

HP invent logo: placement and clear space Proper placement and use of clear space protect the integrity of the HP invent logo.

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The HP invent logo should be placed according to the square grid, while respecting clear-space requirements.

Recommended placement

x

Placement The HP invent logo is typically anchored in a corner. Its placement is measured from the edge of the grid’s border, not the edge of the page or communications piece.

x

x

x

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 as text, images or the +hp graphic device.

x

x

x

x

x

x

The HP invent logo can also be half of the width of a column, as long as clear-space and minimum-sizing requirements are satisfied.

Clear space 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 Right: Large-size logo clear space for large applications

x

x

x

x

x

x

Preferred clear space

.75x

.75x

.75x

.75x

Clear space for large HP invent logo Clear space for the large version of the HP invent logo is equal to .75x.

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> Contents > Core brand elements

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53

06 fedex = everything is p v vv

The +hp is a powerful new graphic device that reinforces the benefits of working with HP and integrates our communications. 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 our dedication to putting people (“you”) in control of their technology experience. The +hp and you+hp graphic devices never replace our logo.

vv

+hp graphic device

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

63

> 08 Typography

68

> 09 Approach to content

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> Contents > Core brand elements > +hp graphic device

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+hp graphic device The +hp is used prominently in enterprise and SMB communications. With the exception of position advertising and all consumer communications, there are no descriptions before or after the +hp.

Top: +hp graphic device

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 be used only in position advertising or communications materials that incorporate artwork from position advertising. For more information, refer to +hp = everything is possible.

Middle: +hp graphic device with customer name

customer = 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: +hp graphic device with technology or business challenge

technology or business challenge = everything is possible

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> Contents > Core brand elements > +hp graphic device

+hp graphic device: scale and size

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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.

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> Contents > Core brand elements > +hp graphic device

+hp graphic device: frequency You are encouraged to vary the size and frequency of the +hp, depending on the content and desired energy of your particular communications piece. When creating communications pieces for an event or an environment that contains multiple pieces (e.g., posters, banners, video, panels, collateral) be mindful that the +hp should not overwhelm visitors by being repeated on every piece.

Building an adaptive computing environment

Sample covers

A guide for CIOs

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Product, solution or service title 17pt

Consumers .......................2 Enterprise.........................4 Management....................8 Solutions ........................14 Business .........................19 Index .............................35

Optional secondary title 12pt

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

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.

© 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.

Consumers .......................2 Enterprise.........................4 Management....................8 Solutions ........................14 Business .........................19 Index .............................35

5981-2191EN, 07/2003

5981-2191EN, 07/2003

Business group, customer segment or initiative Business group, customer segment or initiative

Callout header discusses a selling point or key customer benefit. 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.

Sample inside pages

Headline 22pt here with big idea in the dominant color—in this case PMS 152cv.

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt. Laoreet dolore magna aliquam erat volutpat lorum ipsom.” John Doe, Amazon Marketing Manager

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo consequat. Duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq.

“Messaging text 22pt contains a big idea, key differentiators or customer quote. Text is in the dominant color. Lorem ipsum dolor sit amet, tuer adipiscing elit, sed diam nonummy nibh euistor mod tincidunt ut lareet dolore magna aliquam erat volutpat. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan.” John Doe, Amazon Marketing Director

eros et accumsan et iusto odio dignissim qui blandit 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

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 letters within the +hp more than shown here.

Right: Maximum cropping of the +hp

Invent logo is shown here at minimum size, .375" width.

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> Contents > Core brand elements > +hp graphic device

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The +hp can overlap with photos, but shouldn’t conflict with the view of people’s faces.

+hp graphic device: color Approved color 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.

Acceptable usage

Unacceptable color usage The +hp is not used in black against color backgrounds or photos. It is not reversed to white against a photo that lacks sufficient contrast. When positioning the +hp on a photo, be mindful of the placement against people’s faces.

The +hp can be set in the dominant color against a white background.

The +hp can be reversed to white against backgrounds that offer sufficient contrast.

The +hp can be reversed to white against a photo that offers sufficient contrast.

The +hp cannot be set in black against color backgrounds or images.

Never reverse the +hp against photos that do not provide sufficient contrast.

Be mindful of the placement of the +hp over faces.

Unacceptable usage

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> Contents > Core brand elements > +hp graphic device

+hp = everything is possible In position advertising, the +hp is featured prominently and is integral to telling a story. It may be used as an illustrative graphic device, headline or sign-off. The phrase “everything is possible” applies to the broadest capabilities of HP as a company, and will be used only in position advertising. In all other communications, the +hp is used as a supporting brand element. Never add descriptions before or after “+hp.” Uses other than position advertising There are instances when you may incorporate the complete and exact statement “+hp = everything is possible.” The statement is used in corporate videos and at HP- sponsored events or places (e.g., the “HP Mission: Space” ride at Disney). For specific strategic segment initiatives, a small set of pre-designed campaign- related images that incorporate the “+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 leadership product, solution or service, or when creating a customer case study.

5,970

Using pre-designed images or illustrations with the +hp is a way to integrate communications with our advertising. When creating a brochure or case study about a strategic segment initiative or related product, solution or service, select a pre-designed campaign-related image with the +hp from the CRL.

3,600 245,879

1,776,340 569,380 780,346

80,335

235,668

657,380

235,667

3,600

569,380

3,600

87,799

5,809

256

8,996

235,667

8,996

35,890 66,399

66,399

7,009

978,885

6,999

240,500 7,009

44,799

68,655

98,443

5,746

9,769 6,590

38,996

76,809 9,467

66,399

8,396

9,769

8,996

780,346

5,970 58,908

5,970 8,396

8,396

98,798

8,396 166,709

1,006,444

58,908 28,690

26,598 36,559

98,443

76,500

7,009 76,809

5,970

8,996

5,746

899

5,970

38,996 38,996

1,009,567

9,997

23

780,346

8,996

8,996

8,996

8,996

You. Recreated by a remarkable 7-ink printing system. For photos that resist fading for up to 73 years.** The hp photosmart 7550

We're all made of up to 1.2 million colors.* 166,709

5,970

44,799

5,746

38,996

5,746

66,399 7,009 66,399

7,009 8,996

38,996

5,746

7,009 8,396

98,443

35,890 66,399

9,769 8,996

256 9,769 5,746

166,709

8,396

240,500

98,443

8,996

5,746 9,769

44,799 8,396 5,746

8,996

9,769

8,396

68,655 98,443

5,809 8,396

5,809

5,809

6,999 38,996

44,790

66,399

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. ** On hp premium plus photo paper, based on testing performaned by Wilhelm Imaging Research, Inc.

Examples of advertising

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor sit amet—consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt.” John Doe, Amazon Marketing Manager

When using an image on a front cover that already includes the +hp graphic device, choose a pre-designed image that does not include the statement “+hp = everything is possible.”

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait— fruis autem vel eum iriure dolor nulla. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti. Ma quande lingues coalesce, li grammatica del resultant lingue es plu simplic e regulari quam ti del coalescent lingues.

1. HP Product name 14pt

2. HP Product name 14pt

3. HP Product name 14pt

4. HP Product name 14pt

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli— Cathedras divinus fermentet. 3. Ais pretosius rures lucide etali rumperet vix verecundus catelli and the Agricolae per adesoon. 4. Octavius, iam fiducia suis etus deciperet incret incret incredibiliter lascivius zothecas. Aquae Sulis conubium lorum ipsum.

True-to-life color HP color printing

Business group, customer segment or initiative

Place caption here (9 pt)

Front cover

On a page with sufficient space and no conflicting graphics, you can use the pre-designed image that includes the statement “+hp = everything is possible.”

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

Inside spread

5,970 38,996

66,399

38,996 98,443

35,890 66,399

8,996

98,443

8,996

8,996 68,655

38,996

66,399

76,809 1,776,340

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. 5981-2191EN, 07/2003

Back cover

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> Contents > Core brand elements > +hp graphic device

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59

+hp graphic device: unacceptable usage Usage of the +hp graphic device is meant to maintain its integrity and ensure its proper application in relation to other design elements. Improper placement When the +hp is used as a complete graphic element, never place text—or any additional graphics—within it. Refer to Typography: usage for more information.

8,996

Top left: Never add “everything is possible” to the +hp graphic device.

8,996

35,890 66,399

66,399

68,655

98,443

38,996

76,809 66,399 8,996

780,346

5,970

= everything is possible

Top right: Do not select a pre-designed image that incorporates the +hp graphic device for a layout that already includes the +hp.

5,970

26,598 98,443

500

5,970

8,996 899

38,996 38,996

7

8,996

8,996

Y

. 166,709

44,799

5,746 66,399 7,009

7,009 8,996

166,709

7,009

8,396 44,799

Cropped for example only

Cropped for example only

5 809

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 part of a pre-designed image and in a case study. Bottom middle: Never use an end-user benefit and the “+hp = everything is possible” statement. Bottom right: Never use a technology challenge and the “+hp = everything is possible” statement.

Ford

Mobility = everything is possible

Storage = everything is possible

= everything is possible

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you+hp graphic device We use the you+hp graphic device in consumer 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 The you+hp is intended for use in all external-facing consumer communications and is not limited to position advertising or strategic segment initiatives. However, in some cases, when limited space compromises legibility of the you+hp in small form factors (e.g., POS product sticker or rebate) the +hp can be used instead. The you+hp should not be used in internal HP communications or external communications that reach multiple customer segments (in those cases, use the +hp). Digital files The you+hp is a pre-designed graphic element that cannot be altered. Artwork for the you+hp is incorporated in the templates (e.g., POS, direct marketing) and can be found 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.

Top: you+hp graphic device

Left: you+hp graphic device in a POS banner Text You 60pt. madeLorem their day ipsum sit. one todolor remember. Ut wisi enim ad minim veniam

Text 96pt. Lorem ipsum You share the moment dolor. Lorem still ipsum dolor. while you’re in it. Lorem ipsum dolor. Lorem ipsum dolor. Right: you+hp graphic device in a POS poster

Optional text 29pt directs people to an HP area of the store.

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> Contents > Core brand elements > +hp graphic device

you+hp graphic device: size, scale and placement The size and scale of the you+hp is based on the underlying grid. Its placement is always based on the distance of x, which is determined by the width of the grid border.

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Top: When positioned on a color field, place the you+hp the distance of x (determined by the width of the grid border) from the edge of the color field/photo.

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. Placement There are two ways to place the you+hp graphic, depending on whether the composition includes a color field/photo or a 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.

Middle: When positioned on white space, place the you+hp the distance of x from the edge of the grid.

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.

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> Contents > Core brand elements > +hp graphic device

you+hp graphic device: translation The word “you” within the you+hp graphic device has been translated into English, Chinese (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.

Top: The you+hp graphic device translated into Spanish

Middle: The you+hp graphic device translated into Chinese

Bottom: The you+hp graphic device translated into Portuguese

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63

07 Color As the world’s leading imaging and printing company, we are in the business of color. 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 of our communications.

> How to use these standards > A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

63

> 08 Typography

68

> 09 Approach to content

74

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> Contents > Core brand elements > Color

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Color Large fields of vibrant color help make our communications bold and impactful.

Sample

Event title goes here

Event badge

HP digital photography

We have a varied palette of colors to choose from. By using one dominant color from our palette in each communications piece, we enhance the unity, power and elegance of our designs. This dominant color will enhance and showcase the photos contained in the communications piece. Within a physical environment or system of multiple communications pieces, more than one dominant color can be used to differentiate pieces.

John Anderson

POS banner

Ten happy toes. One HP digital camera. Count on getting sandy.

POS poster

Website

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Color palette Dominant colors

To ensure that color in our work is consistently bold 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 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. 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 photography and content to create a unified message suited 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 those in the HP color palette. Colors in the palette should never be tinted back, gradated or combined to create new colors.

HP Dark Red

HP Magenta

HP Orange

HP Dark Green

HP Green

HP Brown

HP Dark Blue

HP Medium Blue

HP Light Blue

HP Dark Gray

HP Gray

HP Yellow

Supporting neutral colors HP Black

Corporate colors HP Blue

Compaq Red

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.

HP Light Gray

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Color: print specifications Adhere to the specifications in these standards and use qualified vendors and reliable reproduction methods to ensure consistency of colors. To ensure color accuracy when matching colors for printed materials, use only the PANTONE® Color Matching System as your reference. The CMYK mixes are based on media tests using coated stock. The mixes may need to be adjusted to suit your process; be sure to match to PANTONE references.

Lorem ipsum Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant.

HP color palette: print specifications chart Color name

PANTONE® equivalent

CMYK equivalent

HP Dark Red

PMS 704 cv

0c

90m

72y

29k

HP Magenta

PMS 214 cv

0c

100m

34y

8k

HP Orange

PMS 158 cv

0c

61m

97y

0k

HP Yellow

PMS 130 cv

0c

30m

100y

0k

HP Dark Green

PMS 5477 cv

55c

0m

27y

73k

HP Green

PMS 376 cv

50c

0m

100y

0k

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 in these guidelines, you may use PANTONE colors referenced here, the standards for which are shown in the current edition of the PANTONE formula guide.

The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.

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Color: web and screen specifications For all communications that will be displayed on-screen or on the web, refer to these RGB and HEX color formulas. They have been developed for the best fidelity on a variety of screens.

Lorem ipsum Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen nobis Typeepular shouldetbesoluta reversed to eligent optio congue nihil est white against these colors. impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant.

Type set against these colors should be black. Do not reverse to white.

Corporate colors should not be used as the dominant color.

HP color palette: web and screen specifications chart Color name

web-safe (HEX)

R

G

B

HP Dark Red

990000

153R

0G

0B

HP Magenta

CC0066

204R

0G

102B

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

HP Yellow

FFCC00

255R

204G

0B

HP Medium Gray

999999

153R

153G

153B

HP Light Gray

CCCCCC

204R

204G

204B

HP Blue

0A357E

10R

53G

126B

Compaq Red

FF0000

255R

0G

0B

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> Contents > Core brand elements

08 Typography

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68

AaBbCc

Our one and only typeface is HP Futura. No other font is as simple or as versatile.

> How to use these standards

> A company and a brand, energized > Our look and feel > Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

63

> 08 Typography

68

> 09 Approach to content

74

Typography HP Futura Book is recommended for most headlines and body text, and HP Futura Heavy is used to distinguish subheads from the body 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. 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 communications piece or reversed to white when shown 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.

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HP Futura is a contemporary version of the original Futura created from 1927 to 1930 by Paul Renner, graphic designer, teacher and Bauhaus member.

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HP Futura Light

HP Futura Book

Futura HP Futura Heavy

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Typography: determining type size for extreme distances Communications viewed from long distances require large type sizes. You can use the formula below to help you gauge how large the type size should be when designing a communications piece without a template. This formula was developed using the range of HP collateral type sizes as an optical standard.

you + hp = everything is possible There’s more to life than you can ever grasp, but at least with HP you can 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 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… Who knew technology could be so rewarding? Headline 22pt here with big idea in the dominant color—in this case PMS 152cv. Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

Table of contents

Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . 1 It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . 5 Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 12 Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 32 Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 It augue duis dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 60 Bel illumdolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 It augue duis dolore. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 70 Ut wisi en ven . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 12 Ut wisi enim ad minim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Bel illum dolore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 32

“Pull quote contains Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, concustomer benefit and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen. dominant color. This block of copy Headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. Duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Account Manager facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo consequat. Duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

8

Distance (D) x legibility multiplier (M) = type size (S) Collateral Distance: 18" Minimum type size: 9pt Maximum type size: 29pt

Determining the optimal type size for your communications piece

DxM=S D = Distance to communications piece (this needs to be determined for each communications piece) 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

Lobby signage Distance: 84" Minimum type size: 42pt Maximum type size: 134pt

Truck graphic Distance: 1,200" (100') Minimum type size: 600pt Maximum type size: 1,920pt

Using the legibility formula: three examples Communications piece

Viewing distance (D)

Minimum text size (D x 0.5)

Maximum text size (D x 1.6)

Collateral (benchmark)

18"

9pt

29pt

Lobby signage

84"

42pt

134pt

Truck graphic

1,200" (100')

600pt

1,920pt

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> Contents > Core brand elements > Typography

Typography: localization The HP Futura typeface is available for most languages. If your language is not included in the HP Futura font, use Adobe® Futura. For non-Latin languages, use a font with the characteristics of Futura (a sans serif that complements the geometric simplicity of Futura).

Lorem ipsum Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant.

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âàäã 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

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Typography: usage While our identity system is flexible, these standards will help ensure the consistent use of text.

Acceptable usage

Placement in the grid square For all languages that read left to right, type is always set in the upper left corner of a square within the grid. Placement for all other languages is still under evaluation.

Messaging text 22pt contains a big idea, key differentiators or customer quote. Text is in the dominant color. 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.

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor amet, consectetuer adipiscing elit, sed diam nonummy nibh con euismod tincidunt. Le feugait nulla facilisi. When ed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam etal con volutpat.” John Doe, Marketing Manager

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

Business group, customer segment or initiative

Placement within title bar Some templates use a white title bar abstracted from 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.

Unacceptable usage Do not center type in a layout or a grid square. When the +hp is used as a complete graphic element, never place text within it. Do not use typography of a different color than the dominant color of the piece.

2. HP Product name 14pt

Building an adaptive enterprise

Placement in the layout For further guidance on typesetting, refer to The grid: composition structure.

Color Type color must match the dominant color of the communications piece. For more information, see Color.

1. HP Product name 14pt

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli—Cathedras divinus fermentet.

Copy is usually set in the upper left corner.

Copy can be placed within a bar that is abstracted from the + graphic.

Messaging text 22pt contains a big idea, key differentiators or customer quote. Text is in the dominant color. 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.

Unacceptable usage A guide for CIOs

“Messaging text 29pt contains a big idea or customer quote. Text is reversed to white. Lorem ipsum dolor amet, consectetuer adipiscing elit, sed diam nonummy nibh con euismod tincidunt. Le feugait nulla facilisi. When ed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam etal con volutpat.” John Doe, Marketing Manager

Type color must match the dominant color of the piece.

1. Callout describes product feature or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum ipus lorum ipsus etal vergamo.

1. HP Product name 14pt

2. HP Product name 14pt

2. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli—Cathedras divinus fermentet.

Building an adaptive computing environment

Business group, customer segment or initiative

Do not center copy within a layout or grid square.

Type cannot be placed within the +hp graphic device.

Do not use typography of a different color than the dominant color of the piece.

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73

Typography: tables, charts and graphs

Style The preferred style for tables, charts and graphs is simple, flat and two-dimensional. Avoid decorative embellishments and clip art. Translation allowance When creating tables, charts and graphs that might be translated from English, allow a minimum of 30% extra space for language expansion.

Chart text header Chart text describes chart contents.

Product feature 7pt

ISO 100, 200

ISO 100, 200

Product feature 7pt

Automatic exposure, Automatic (auto/auto with red-eye) and manual strobe (forced on/forced off)

Automatic exposure, Automatic (auto/auto with red-eye) and manual strobe (forced on/forced off)

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)

Product feature 7pt

Normal (0.5 m to infinity), Macro (at wide: 0.14 m to 0.7m; at greater than wide: 0.4m to 0.7m)

Normal (0.5 m to infinity), Macro (at wide: 0.14 m to 0.7m; at greater than wide: 0.4m to 0.7m)

Product feature 7pt

Single shot still, self timer, movie mode

Single shot still, self timer, movie mode

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

Product feature 7pt

Battery level, focus region, pictures remaining, quality level, Microphone, Timer/REC, and counter, text info line, Special Flash and Focus mode icons, Exposure Compensation, Digital Zoom crop

Battery level, focus region, pictures remaining, quality level, Microphone, Timer/REC, and counter, text info line, Special Flash and Focus mode icons, Exposure Compensation, Digital Zoom crop

Product feature 7pt

30 secs (still photos) , 60 secs (video)

30 secs (still photos) , 60 secs (video)

40ml/2,000

c51626an

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

HP 10 Yellow 40ml/2,000

c51626an

HP 26 Cyan

40ml/2,000

c51626an

40ml/2,000

c51626an

Product feature 7pt

USB cable; Dock connector to HP unique dock; Type 1 AC in power connector; 8 pin combo USB/Video out connector

USB cable; Dock connector to HP unique dock; Type 1 AC in power connector; 8 pin combo USB/Video out connector

HP 29 Black

HP 10 Yellow 40ml/2,000

c51626an

Product feature 7pt

USB or HP Photosmart 8881 digital camera dock, AC adapter

USB or HP Photosmart 8881 digital camera dock, AC adapter

HP 26 Cyan

40ml/2,000

c51626an

HP 29 Black

40ml/2,000

c51626an

Product feature 7pt

2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, AC adapter, optional dock

2 AA batteries: Photo Lithium (lithium-iron disulfide), Alkaline, NiMH, AC adapter, optional dock

HP 10 Yellow 40ml/2,000

Product feature 7pt

Microsoft® Windows 98, Me, XP, 2000, Mac OS 9.1 and OS X 10.1.2 and higher

Microsoft® Windows 98, Me, XP, 2000, Mac OS 9.1 and OS X 10.1.2 and higher

Product feature 7pt

PC: Pentium® 166 MHz or higher, 32 MB of RAM, 180 MB free hard disk space, SVGA 800 x 600 16-bit color display, CD-ROM drive, USB, Microsoft® Windows 98, 98 SE, Me, 2000 or XP; Macintosh: 233 MHz Power PC processor, 64 MB RAM, 150 MB free hard disk space, 800 x 600 16-bit color display, CD-ROM drive, USB port, Mac OS 9.0, 9.1, or OS X 10.1 or higher

HP 26 Cyan Photosmart

40ml/2,000 Yield

HP Deskjet portable

HP Deskwriter 500 series

HP Deskwriter 500 series

c51626an c51626an

HP 26 Cyan HP 29 Black

HP Deskjet/Plus

40ml/2,000

32 MB SDRAM; 4 MB Flash; 16 MB SD card

HP Deskjet 300 series

HP 29 Black

HP 10 Yellow 40ml/2,000

Auto white balance, 30 bit color depth

32 MB SDRAM; 4 MB Flash; 16 MB SD card

HP Deskjet 600 series

Point-and-shoot-type separate Pentax® 3x optical zoom lens with real image zooming optical range finder with 78% coverage; 1.5 in LED backlit LCD for live view of scenes

Auto white balance, 30 bit color depth

Product feature 7pt

HP Deskjet portable

Point-and-shoot-type separate Pentax® 3x optical zoom lens with real image zooming optical range finder with 78% coverage; 1.5 in LED backlit LCD for live view of scenes

Product feature 7pt

HP Deskwriter 500 series

Product feature 7pt

c51626an c51626an

HP Deskjet 600 series

c51626an

c51626an

HP Deskjet/Plus

40ml/2,000

HP Deskjet 300 series

HP 26 Cyan

HP Deskjet portable

Standard

HP Deskjet/Plus

c51626an

Standard

40ml/2,000

HP Deskwriter 500 series

c51626an

HP 10 Yellow 40ml/2,000

Product feature 7pt

c51626an c51626an

40ml/2,000

HP 29 Black

HP 10 Yellow 40ml/2,000

HP Deskjet 600 series

c51626an

40ml/2,000

40ml/2,000

HP 26 Cyan

HP Deskjet 300 series

40ml/2,000

HP 29 Black

HP 29 Black

HP 10 Yellow 40ml/2,000

HP Deskjet portable

HP 26 Cyan

~0.14 m to 0.7 m (wide), ~0.4 m to 0.7 m (telephoto)

HP Deskjet/Plus

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax® 3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)

~0.14 m to 0.7 m (wide), ~0.4 m to 0.7 m (telephoto)

c51626an

HP Deskwriter 500 series

30-bit

f2.6 wide f4.8 tele; glass with 2 glass molded double aspheres; Pentax® 3x optical zoom lens autofocus (7.6-22.8mm) (35mm equivalent 37-111mm)

Product feature 7pt

Part #

40ml/2,000

HP Deskjet 600 series

30-bit

Product feature 7pt

Yield

HP 26 Cyan

HP Deskjet 300 series

Product feature 7pt

Inkjet color

HP Deskwriter 500 series

2384 x 1734 total pixels; 2280 x 1720 effective pixels; 2272 x 1712 file size pixels

HP Deskjet portable

2384 x 1734 total pixels; 2280 x 1720 effective pixels; 2272 x 1712 file size pixels

HP Deskjet/Plus

Product feature 7pt

Chart text header Chart text describes chart contents. HP Deskjet 600 series

HP Product name 12pt

HP Deskjet portable

HP Product name 12pt

HP Deskjet 300 series

Chart text header Chart text describes chart contents.

HP Deskwriter 500 series

Tables Line work in tables should be HP Black or the same dominant color as the collateral piece. Text should always be black.

HP Deskjet/Plus

Our approach to tables, charts and graphs is clean, straightforward and clear. Templates provide examples of the preferred style for tables, charts and graphs. If needed, use these general rules to create your own. Tables, charts and graphs can incorporate product photography when showing a family or comparison of products. They cannot incorporate people photography or supporting imagery. The number of lines and spacing will be determined by your content.

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

Headline 14pt Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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 nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti.

Capacity

Type

Function

xp48 xp128 xp512 xp7124

8.7 TB 9.3 TB 92.6 TB 92.6 TB

18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks 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

Open n/a Closed n/a

HP Surestore Business Copy XP HP Surestore Direct Backup Engine TL HP Surestore gigabite fun drive 2.0

HP Product name

Servers

Workgroup

Midrange

HP-UX

n/a

A-, D-, J-, L-class

High-end N-, V-class

“Messaging text 17pt contains a big idea or customer quote. Text is in the dominant color. Tathedras celeriter misce pretosius apparatus bellis. Peritus lorum ipsom etal.” John Doe, Manager Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen.

c51626an

Headline 14pt

51626an Part #

HP 844

40ml/2,000

c51626an

HP 845

40ml/2,000

c51626an

Veniam, quis nostrud exerci tation ullamcorper 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 villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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

PC: Pentium® 166 MHz or higher, 32 MB of RAM, 180 MB free hard disk space, SVGA 800 x 600 16-bit color display, CD-ROM drive, USB, Microsoft® Windows 98, 98 SE, Me, 2000 or XP; Macintosh: 233 MHz Power PC processor, 64 MB RAM, 150 MB free hard disk space, 800 x 600 16-bit color display, CD-ROM drive, USB port, Mac OS 9.0, 9.1, or OS X 10.1 or higher

3

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Chart text header Chart text describes chart contents.

Disk Array

HP Product name

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto.

3

Charts and graphs When creating charts and graphs, use as few colors as possible. Start with black and other supporting neutrals and the dominant color of your piece, and add accent colors if necessary. Colors in the palette should never be tinted back, gradated or combined to create new colors.

Chart text header w/rule

Operating system

Firewall

HP-UX 11.x

HP 123.1

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor. In hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ea commodo consequat. Duis autem vel eum iriure dolor hendrerit in vulputate velit esse. Puisitus adesso tentti. Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq. • 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso. • Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum.

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Chart text header Chart text describes chart contents.

2003

Headline 9pt Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo quat. Duis autem vel eum iriure dolor invulputate velit esse molestie conseq.

1995

• 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 the Command + back slash key. The tab is created in the Bullets style sheet. Ipsumit lorimis epitalia adeso.

Duis autem vel eum iriure doln hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accusse molestie consequat, vel illum dolore.

• Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Per tutoilis apertos. Bel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. At vero eos et accusam et justo duo dolores et ea rebum. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

1

Body text can discuss market needs and customer problems, describe a strategic initiative, product, service or solution, touch on key features and benefits, price/ performance, TCO and ROI, and point out the key differentiators of our product/service/solution/strategy (why it’s better than our competitors’ offering). If you are creating the original piece in English, always allow a minimum of 30% extra space for expansion with language translation. (9 pt) Lorum ipsum illius aperto. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero erodio dignissim qui blandit praesent lumet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnai blandit praesen Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis

Chart title here (9 pt)

autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit 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 nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor Nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren.

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> Contents > Core brand elements

09 > How to use these standards

The way we speak is as important as what we say.

> Our look and feel

It should reflect, above all, our passion for our customers and for our work.

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Click. Print. Giggle.

Approach to content The HP tone of voice is intelligent, informative, human, optimistic and witty. It is not arrogant or negative. It is not filled with jargon or jokes. Copy should be brisk and informative, pragmatic but never dull.

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> A company and a brand, energized

> Core brand elements

> 01 Composition

15

> Legal and trademark information

> 02 Photography

22

> Contact information

> 03 Graphics

41

> 04 Illustration

43

> 05 HP invent logo

48

> 06 +hp graphic device

53

> 07 Color

63

> 08 Typography

68

> 09 Approach to content

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> Contents > Core brand elements > Approach to content

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 http://h30060.www3.hp.com/onevoice. Tone of voice guidelines, which are still under development, will be made available in the future.

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The company brand name Our company brand name is HP, regardless of the typeface in which it appears. It is registered in most countries as a trademark and/or service mark.

The company brand name

HP

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. 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.”

HP is always capitalized.

HP is the leader in digital photography.

Exceptions: the HP invent logo, the +hp graphic device and www.hp.com

www.hp.com

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The company trade name The company trade name of the U.S. parent corporation remains 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 HewlettPackard or HP, and must appear in the same typeface as the surrounding text.

The company trade name

Hewlett-Packard Company

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HP product, solution, service and category names The company brand name (HP) should be a part of all product, service and solution names and product numbers. HP is set in uppercase with a minimum of one-half character space between HP and the product number or name. The only exceptions to this are product names consisting of two or three letters, such as HP-IB or HP-HIL, where a hyphen is permitted between the company initials and the letters that follow. Capitalization HP is capitalized in all product, category, solution and service names. Do not bold or italicize the HP in a product name. HP 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. Descriptors All product and service names should include a descriptor that helps customers identify, select and purchase. Whether descriptors follow a product name and model number on one line or drop to a second line, they should always be lowercase. Printing supplies and media materials function as descriptors and should also be lowercase (e.g., HP 27 black inkjet print cartridge, HP textured greeting cards c1234a).

Capitalization

HP Media Center PC 873n HP StorageWorks Enterprise Virtual Array 3000 HP Business Inkjet 2600 color printer HP OpenView management software HP 27 black inkjet print cartridge HP digital photography HP mobility architecture services

Placement of descriptors

HP Deskjet 5500 color printer HP Deskjet 5500 color printer HP Premium Plus photo paper c1234a HP Premium Plus photo paper c1234a

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Capitalization and punctuation Our capitalization and punctuation rules follow standard practices. This makes our system intuitive and consistent. Practical to implement, these rules will also help us generate communications that feel natural to all of our audiences. These new standards apply to all HP communications. 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 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 initial-capped.

Body/editorial text

Titles

HP digital photography HP Security Analyst Meeting

Headlines and subheads

Making digital imaging simple We make digital imaging simple.

Headlines and subheads The first word in a headline or subhead should always use an initial capital letter. Capitalize the first word, and any proper nouns, titles or acronyms only. If a headline or subhead is a complete sentence, it should end with appropriate punctuation. If a headline or subhead is not a complete sentence, then it should not include end punctuation (e.g., a period). Run-in subheads The first word in a headline or subhead should be capitalized. If a run-in subhead is a complete sentence, it should end with appropriate punctuation. If it is not a complete sentence, it should not include end punctuation (e.g., a period).

At HP, our team of 65,000 services professionals is focused exclusively on helping you increase the value of your IT investment while delivering measurable business value for every IT dollar you spend. Simply put, HP has proven experience in linking business and IT so that they work together to fuel your success.

Digital imaging Global citizenship and the HP Standards of Business Conduct

Run-in subheads

HP delivers more value. You need to deliver more business value in an increasingly complex and dynamic IT environment. Digital photography Provided in this kit are guidelines about HP’s digital photography product design specifications.

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Capitalization and punctuation, continued Bulleted text 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 requires a period, whereas a phrase does not.

Bulleted text

•

Digital imaging is fun.

•

Enhanced capabilities

Proper names, names of countries and cities, and calendar headings 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 capital letters. Punctuate the text according to standard punctuation rules.

Proper names, names of countries and cities, and calendar headings

•

Automatic zoom lens

•

4800 dpi

HP’s e-inclusion initiative brought Internet connectivity to remote villages in India.

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 lowercase. In headlines or subheads, do not capitalize the first letter following a colon. Em dash Use a solid em dash (—) to indicate a break in thought. Do not replace an em dash with a hyphen or two hyphens (--). Do not add spaces to either side of the em dash.

Table, chart and graph headlines

HP Photosmart 812 camera Features

Benefits

4800-dpi resolution

True-to-life color

21x total zoom

Auto focus for close-ups and panoramics

1.5-inch LCD screen

Immediately share, store or delete photos

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Editorial style sheet To ensure greater consistency across all HP communications, refer to this style sheet for guidance on spelling and treatment of commonly used words and phrases.

Commonly used words all-in-one (not a product name)

know-how

scalability

backup (noun, adj)

Linux

scalable

back up (verb)

log-in (noun, adj)

Ampersand (&) Do not use an ampersand as a simple substitute for the word “and.” Use it only for proper names (e.g., Procter & Gamble).

business-to-business (B2B)

log in (verb)

small and medium-size businesses (SMB)

CD-ROM, CD-ROMs

log-on (noun, adj)

client/server

log on (verb)

Numbers In body text, spell out numbers one through ten; use figures for 11 and above. In charts, graphs and tables with limited space, figures are acceptable for all numbers.

easy-to-use

market share

e-business

medium-size businesses

e-commerce

mission-critical

e-mail

next-generation (adj)

Prefixes To aid readability, hyphenate words beginning with common prefixes such as “multi-,” “non-,” “pre-,“ and “co-” (e.g., multiplatform, non-standard, pre-approved, co-author).

end-to-end

offline

end-user (adj)

on-demand (adj)

end user (noun)

One Voice

everyday (adj)

online

Apostrophes Do not use an apostrophe in the plural form of an acronym or abbreviation (e.g., “PCs” not “PC’s” and “SKUs” not “SKU’s”). Do not use an apostrophe before the “s” in decades (e.g., “1990s” not “1990’s”). Also remember, the contracted form of “it is” is “it’s” and the possessive form of “it” is “its.”

every day (noun)

on-screen

extranet

point-and-click

high-tech (adj)

point-of-sale (POS)

high tech (noun)

pop-up window

homepage

print-out (noun)

HP (except in logo, hp.com URL and +hp graphic device)

process ease-of-use

Acronyms In general, spell out a term on the first reference, followed by the acronym in parentheses. You may use the acronym alone on subsequent references.

HTML industry-standard Internet intranet

pull-down menu real-time (adj) real time (noun) redesign RoIT

storytelling straightforward supply-chain (adj) supply chain (noun) third-party (adj) timeline trade show true-to-life UNIX usable user-centered (adj) voicemail web web-based web page website workflow workstation world-class World Wide Web

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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

trademarks (this includes symbols, such as ® or ™, and legends such as “HP is a trademark of Hewlett-Packard Company”). An exception is the corporate HP invent logo, which generally carries a ® symbol. 2. HP generally does not acknowledge other companies’

trademarks. The trademark acknowledgment list (posted at http://legal.hp.com/patenttm/tradeack.htm) identifies those few trademarks HP has elected, for good cause, to acknowledge on an ongoing, companywide basis. You should acknowledge these trademarks in the format shown. Good cause usually requires a written acknowledgment provision that is part of a larger commercial agreement. HP avoids these provisions where practical.

3. From time to time it may be expedient to include an

acknowledgment in a joint press release, or some other form of joint promotional material, as a courtesy. This may be done informally, for a limited time, at HP’s discretion, and not as the subject of an agreement or obligation to do so. 4. HP may also receive user documentation, camera-ready

artwork or other material designed for reproduction and distribution that includes trademark acknowledgments. These materials may be reproduced and distributed without altering embedded trademark acknowledgments. 5. Generally speaking, it is neither necessary nor appropriate

to approach another company for guidance on whether or how to acknowledge its trademarks.

6. Trademark symbols are customarily applied the first time

the trademark appears in a publication, using the format provided in the list. Acknowledgment legends may be collected and placed in any reasonably visible location (e.g., at the bottom of the last page of press releases, on the back cover of sales literature, at the end of articles, in a software “about box,” via a link to “legal notices” on a web page, in a footnote beneath the first reference to the trademark). 7. You do not need to and should not include a general form

acknowledgment such as “other trademarks are property of their respective owners.”

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Contact information Submit questions about brand standards and template production via e-mail to the appropriate contact person from the list on the right.

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Contact

Telephone

E-mail

508/467.2377

[email protected]

650/857.6540

[email protected]

281/518.6691

[email protected]

Chauncey Daugherty, Wolf Online Literature System

650/857.3744

[email protected]

Ed Wilson

650/857.5142

[email protected]

John Costes

603/472.8923

[email protected]

Judie Lutz

281/514.4799

[email protected]

281/518.8605

[email protected]

805/462.9562

[email protected]

650/857.6540

[email protected]

Image development Ellen Maly

Use of the +hp Bryan Stahmer

Copyrights and trademarks Elaine Jansen

Tracking and publication numbers

The HP Creative Resource Library

Advertising Cheri Hamlett

One Voice training Peter van-Naarden

HP brand identity Bryan Stahmer