Hp Crp 05 User Guide

HP Customer Reference Program

Success story standards One Voice

February 2005

To create compelling HP success stories in our brand identity, you must first follow a few simple steps. Overview 1. Read the new HP brand standards, which explain our business and brand direction, our look and feel and the core elements of our identity system: composition, photography, graphics, illustration, the HP invent logo, the +hp graphic device, color, typography and our approach to content. The brand standards are available at http://h30060.www3.hp.com/onevoice. 2. Review page 6 (thumbnails of the regular story templates) and page 7 (thumbnails of the enterprise story templates) to select the pages that best meet your communication needs. Bundled with this PDF are QuarkXPressTM templates for regular and enterprise stories – US and A4 sizes – containing master pages that correspond to each of the page options you have selected. 3. Read the following success story standards, which provide direction on how to apply and implement the new templates. 4. You will need to use a front cover, a back cover and possible inside page(s). 5. You will need to choose one dominant color for your customer success story from the HP color palette.

Consider choosing a color complementary to that of the customer logo/photo(s) you are using. To change the dominant color in the template, edit the “dominant color” swatch in the template file to correspond with your chosen PMS color. This will automatically change all color fields and master page settings to the new color. If you are using a template with a color version of the +hp graphic device, you will need to import the artwork created in the dominant color of your piece from the files included with this download. 6.Photos in the templates are for placement only. Images must be approved imagery from the HP Brand Resource Library. Exceptions must be reviewed by corporate brand, meet OV standards for look and feel, and also be relevant to the customer solution/success – not just for decoration. Select approved photography from the HP Creative Resource Library (CRL) at www.hp.com/go/crlimages. For usage guidelines, refer to the HP brand standards at http://h30060.www3.hp.com/onevoice. 7. Keep PDF files under 150KB.

Table of Contents The HP success story

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Information placement

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Word count

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HP non-enterprise success story templates

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HP enterprise success story templates

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Treatment of customer logo

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Typography

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HP color palette

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Legal disclaimer information

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Contact information

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The HP success story A customer success story is used to highlight the business and technology challenge faced by a customer, and the solution delivered by HP through the combination of HP products, services and solutions. A success story can also describe the role that an HP partner(s) served in the customer engagement. A success story is benefit focused rather than technical features oriented. As such, a success story should not contain an exhaustive list of technical specifications of HP technologies, services or solutions, but instead tell a story of how HP partnered with a customer to solve a problem. Audience Success story audiences include enterprise, public sector, SMB and consumer customers; as well as resellers, retailers, the HP sales force and other employees. Objective Highlight the challenge of a specific customer and the solution delivered through the combination of HP products, services and solutions. The modular template-based system greatly simplifies the process of designing a success story. Templates are pre-designed in QuarkXPressTM for easy use by creative and production teams. To maintain consistency across collateral and ensure appropriate use of our brand elements, do not reposition or redesign graphic elements in the templates. HP logos have been built into the templates; no additional HP logos are necessary. Partner logos may be used at the end of the document and should be in grayscale.

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HP success story information placement To create a QuarkXPress file that produces a PDF final document, use the text in the MS Word document provided by the writer of the success story that should contain the following information: TM

HP success story PDF document

A B

A. Customer success story title B. Optional secondary title C

C. Leading quote attributed with a name and title D. Story (company overview, challenge, solution, results) E. Contact details (if provided) Full company name, contact name or department, headquarters, telephone, URL

D

F. Bulleted solution overview • Challenge • Solution • Results G. Bulleted solution components (optional, used as a sidebar or at the end of the copy) • Hardware • Software • HP Services

G

H. At a glance (optional, used as a sidebar or, at the end of the copy) I. Call to action J. Part number (if provided), month/year K. Legal disclaimer (see page eleven)

E

H

L. Partner logo (optional)

A customer company logo (.eps, .ai, or .jpg of at least 150 dpi) should be obtained by the writer during the customer story approval process. See page eight for customer logo standards.

F

I K

L partner logo

J 4

HP success story word count success story A - 3 pages

two line title: 8 words

Each section of the success story will vary in length. These word counts are intended for writers and graphic designers guidance only.

main quote: 42 words

solutions hardware: 17 words software: 12 words HP services: 16 words

two and one-half pages story using one photo: 1,425 words for more information: 23 words

success story B - 2 pages

title: 7 words secondary title: 5 words

solution overview challenge: 38 words solution: 11 words results: 28 words legal: 62 words

main quote: 32 words two pages story: 775 words contact details: 20 words solution overview challenge: 20 words solution: 45 words results: 30 words

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The success story design templates (US and A4 size) are based on a modular system of pre-designed page types – front covers, inside page(s) and back covers – that can be combined with each other to accommodate a wide variety of content. You can choose from various design options for both, regular and enterprise stories. Front and back covers Use these templates to create the front and back covers for the customer success story. The templates offer a range of options that use the +hp to create front and back covers with impact. The majority of the story will be told through the body copy on the front and back covers.

inside pages

HP non-enterprise success story templates

front covers

regular story thumbnails

Photos Select photos that works best with the content of the customer success story and target audience. All photography must meet One Voice standards available at http://h30060.www3.hp.com/onevoice. Approved photos can be downloaded from the CRL at http://www.hp.com/go/crlimages. When possible, reduce size and shape of photos to produce a PDF file not larger than 150 KB.

back covers

Inside page(s) Since the majority of the customer success story is told on the front and back covers, the inside pages serve as a snapshot of the story. The objective of this page(s) is to provide a summary of the customer challenge, the solution delivered by HP, and the resulting technology and business outcome for the customer. The content on this page(s) should be formatted to allow the reader to digest the highlights of the customer engagement quickly and easily.

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inside pages

Use the word “change” before the “+hp” sign on the front cover of enterprise stories. This is the only difference between the nonenterprise and the enterprise templates.

back covers

HP enterprise success story templates

front covers

enterprise story thumbnails

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Treatment of customer logo The customer’s logo should only be placed on the cover opposite the +hp, using one of the front cover choices. When a customer logo does not exist, write the customer company name using HP Futura Heavy, 24 pts.

Samples of customer logos

When requesting a customer logo, ask for: Photoshop TM files • at least 150 dpi (CMYK or RGB) JPG files Illustrator TM or Freehand TM files • .eps or .ai files, all text converted to paths Do not alter customer logo.

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Typography Use only the HP Futura typeface, downloaded at http://h30060.www3.hp.com/downloads/hp_fonts.asp. The most common font styles are HP Futura Book for body text and headlines and HP Futura Heavy for subheads. Use HP Futura Light for large positioning statements. Font colors As you will see in the success story design templates, editorial text is primarily printed in black. Pull quotes, headlines, messaging text and callouts can be printed in black, the dominant color of a piece or reverse to white against a color field. Colored text should never be used over a dominant color field. Type on photographs Type is never set against photographs and should not be added to photos in the templates.

Futura ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 12 3 4 5 6 7 8 9 0

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HP color palette Consider choosing a color complementary to that of the customer logo you are using. Use one dominant color for your story. Colors must be used at 100%, not screened.

Dominant colors

Dominant colors HP Dark Red - PMS 704 HP Magenta - PMS 214 HP Orange - PMS 158 HP Yellow - PMS 130 HP Brown - PMS Warm Gray 10 HP Green - PMS 376 HP Dark Green - PMS 5477 HP Dark Blue - PMS 289 HP Medium Blue - PMS 640 HP Light Blue - PMS 311 Supporting neutral colors HP Black - PMS Process Black HP Dark Gray - PMS Cool Gray 9 HP MediumGray - PMS Cool Gray 5 HP Light Gray - PMS Cool Gray 2 Adhere to the specifications in the HP brand standards.

Supporting neutral colors

PANTONE is a registered trademark of Pantone, Inc.

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Legal disclaimer information A universal HP disclaimer statement is positioned on the back cover of every success story. It should not be moved or deleted. This statement should be no smaller than 7pt size. If you are in a region or country that requires localization for specific country requirements, consult your local HP legal counsel. The copyright date should be the year the work was originally published and, if applicable, the year of the most recent revision (e.g., © Copyright 2005, Hewlett-Packard Development Company, L.P.). For space-constrained pieces, the word “Copyright” may be omitted. No HP trademark notice is required, nor is any acknowledgment of another party’s trademarks unless we are contractually obligated to do so (e.g., Microsoft or Intel MDF program commitments). See the Trademarks website at http://legal.hp.com/patenttm/tradeack.htm for the list of such marks (only available to internal HP users). Mandatory disclaimer © Copyright 2005 Hewlett Packard Development Company, L.P. The information contained herein is subject to change without notice.

disclaimer/legal information

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Contact information Submit questions about success story design standards and template production via email to [email protected] or contact the appropriate person from the contact list on the right.

Contact

Telephone

E-Mail

HP Customer Reference Program (CRP)

Kenneth Darby Tracy Reusch Margie Peeters

+1 407-227-0906 +1 978-506-5202 +1 408-285-9231

[email protected] [email protected] [email protected]

+1 508-467-2377

[email protected]

Collateral design

Ellen Maly

The HP Creative Resource Library

John Costes Judie Lutz

+1 603-472-8923 +1 281-514-4799

[email protected] [email protected]

+1 650-857-6540

[email protected]

HP brand identity

Bryan Stahmer

February 2005

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